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Expert Research

Three Questions Marketing Leaders Should Ask Before Approving an AI Plan

Marketers are faced with an artificial intelligence (AI) dilemma: Grab the latest AI martech, or delay AI implementation to avoid the challenges of weird or unexpected outcomes or even potential ethical issues.

The hype and promise of AI requires careful analysis. Gartner addresses the key questions marketers must ask when assessing whether or not to invest in this compelling technology, especially in a period of flatlining or falling budgets:

  • Does the system make offers to customers based on information they have decided not to share?
  • Is the system transparent or opaque about how it arrives at its decisions (i.e., can the algorithms be explained)?
  • Is the system subject to human review, and can its decisions be explained and overridden by human intervention?

The Gartner report makes clear how AI can greatly enhance customer experience and, therefore, certainly impact brand value. But as with any relatively new technology, especially one as powerful as AI, risk is ever-present. Our analysis helps marketers understand how to embrace AI enthusiastically but with the proper caution.

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