To develop a wider audience, I started publishing my artificial intelligence articles on marketing via Medium. Subscribe to get there articles as they are published. Here are three published between July and August.
Artificial Intelligence or AI the buzzword suffers from additional unfortunate baggage. Thanks to an overwhelming body of dystopian and hard science fiction, society already has negative notions of AI. Those preconceived notions vilify robotics and AI, recalling a malevolent sentient machine that’s going to wipe out the human race.
Given the current state of machine learning in the space, worries about marketing automation AI and its brethren taking over the world in the next decade seems utterly unfounded to me. However, try convincing the general public of the current benign nature of AI.
That’s what happens when you choose a very unfortunate buzzword to describe your trend.
Permission marketing is not new. But the principles of opt-in marketing are often abused. AI will antagonize rising tensions about privacy and personal data usage.
While marketing as a profession do a great job of talking about ethics and best practices, most marketers do not or can not marshal the internal resources, buy-in, or knowledge to protect their companies from machine learning produced transgressions.
As a result, many brands will have what Brandon Purcell calls a “moral mirror” thrust upon them, showing them and their customers the unconscious biases of their businesses. Unfortunately, these challenges will be aired on the public stage, almost certainly creating a crisis in the worst instances.
More advanced brands in the marketing segment like Marketo are already deploying their early AI solutions. However, their legacy implementations may prove a hindrance compared to next generation AI-based marketing systems that are rising to compete against them.
One such system is Lucy, a platform developed by a company called Equals 3. Now two years old, Lucy has advanced to become a powerful segmentation, advertising and content optimization tool that’s already developed industry recognized campaigns for brands like BMW.
I interviewed Equals3 Co-Founder and Managing Partner Scott Litman, one of the company’s founders and marketing technology veteran. Here are some of the key questions and answers from our conversation together.