Babar Khan Javed
Feb 15, 2018

AI: What to do before you even start

The old maxim ‘garbage in, garbage out’ holds true with AI, so companies considering the use of machine-learning tools should take steps to get their data and system architectures in order.

Addressing and rectifying internal weaknesses in the technology stack is the first step towards deploying an AI-first digital strategy.

AI needs a baseline,” says Stephen Tompkins, the VP of media activation for Essence in APAC. “It's only as good as the inputs it has at the start. I think many people believe that they can flip a switch and AI will magically solve all their marketing issues.”

Any marketer considering AI needs to start with a tightly defined set of parameters and enable an AI to build up its delivery model,...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
customerservices@campaignasia.com
or call+852 3175 1913

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Stalling of China's mobility sector calls for big innovation
Premium
23 hours ago

Stalling of China's mobility sector calls for big ...

TOP OF THE CHARTS: Better services, higher prices and greater platform innovation are needed to see profitability increase for ride-hailing and other services, according to Bain.

Premium
Fixing programmatic: 'We’re doing the hard stuff now'
Premium
23 hours ago

Fixing programmatic: 'We’re doing the hard stuff now'

MediaMath CEO Joe Zawadzki explains why a fully accountable, addressable digital supply chain still eludes advertisers, requiring builders focused on end goals, not exit strategies.