With continuous breakthroughs and develpments in AI comes a new set of problems with regards to transparency. As humans move further away from marketing decision making and relinquish power over to AI and automation, confidence slowly dwindles. How can marketing professionals be sure they are reaching the right people? And even if an AI-powered campaign is delivery outstanding results, how can vendors “show the work”?
Magnetic CEO Corey Ferengul sat down with CMS Wire to discuss the need for the right level of transparency and how we can make it work for our industry.
In recent years, marketers have been able to identify high-level campaign trends, but turning the trends into actionable insights that build trust with clients has been one big hurdle. Corey’s takeway is that technologists will need to build transparency functions within the AI products, and vendors in-turn will need to use data science to present decision-making information to the client.
Where is the industry headed? The days of marketers buying audience segments is coming to an end. AI-generated audience segments will lead the way, creating a world where marketers can meaningfully understand how an AI “thinks,” thus opening the door for true transparency and trust worthy client relationships.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.