Eric St-Jean

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• Why Brands Need To Break Out Of Black Box AI in Marketing Insider on 06/11/2018
  

  Marketers are hearing about artificial intelligence everywhere, and many technology providers are claiming some form of AI capability in their products - and for good reason. AI algorithms can churn through incredible amounts of data about customers, their behavior, and a business, ultimately determining the best course of action at a scale and pace that humans cannot.

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• Why Brands Need To Break Out Of Black Box AI by Eric St-Jean (Marketing Insider on 06/11/2018)
  

  That is incredibly insightful, Ed, thank you so much. Basically, what I'm reading is that long-running campaigns become a lot less amenable to machine learning, at least to how it's being used today, and very different strategies would need to be used to introduce it into the mix.

• Why Brands Need To Break Out Of Black Box AI by Eric St-Jean (Marketing Insider on 06/11/2018)
  

  Thank you Ed! I never really thought of the TV ad reward loop in fact, that's really interesting. I would guess that the feedback cycle would also be important here. For instance, "liking" is something that can be immediately measured, whereas recall, by definition, would entail a longer loop. But recall would also imply (or measure, even) a lasting effect, which is important in TV ads since the desired commercial effet is rarely immediate (or, at least, wasn't back then - things have changed now that everyone watches TV with a smartphone in their hand!). It would seem to me that one would want a metric that can be both measured soon after, and also have a lot less subjectivness to it.

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