Burning Questions

Developing a basic understanding of use-cases, trends, and applications for Artificial Intelligence (AI) is helpful to understand the context in which AI is deployed. Keep in mind “AI” is sometimes considered too broad to be a distinct “field.” Rather it is a technology “concepts” with clarifying needed to properly frame discussions on the topic. Therefore we’ve assembled broad definitions to help readers develop a basic vocabulary for communicating about the subject. Think of this glossary as similar to the old Berlitz travel guides of “essential terms” for a given language.

Advanced Analytics

AI introduces a whole new vocabulary to marketing.

A part of data science that uses high-level methods and tools to focus on projecting future trends, events, and behaviors. This gives organizations the ability to perform advanced statistical models such as ‘what-if’ calculations, as well as future-proof various aspects of their operations. The term is an umbrella for several subfields of analytics that work together in their predictive capabilities.  

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Proper application of AI techniques can yield clarity and precision of insights.

Here’s a case where AI rolled into the ongoing rollout of the Affordable Care Act (ACA). To avoid getting lost in the weeds, let’s just recall that there were big-money battles involving healthcare providers, the Federal government, and the confused, newly ACA-insured and wanted-to-be insured.  

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Capable professionals know AI is a tool to aid solving problems. Alone it is not a solution.

Our previous post urged fellow marketers to “get over” the artificial intelligence (AI) hype. To stop thinking it’s all about “disruptive,” high-tech tools on the bleeding edges of the frontier. The VR goggles. The eye-tracking studies. The neuroscience applications.

Yes, there are plenty of far edges out there, and we’re often leading them for our clients from the edge into the everyday. But look, today, AI is disruptive only if you didn’t see it coming years ago. It’s now hanging out in the research tool shed with longtime favorites like (examples?)  

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How Artificial Intelligence is frequently viewed from the C-Suite.

The marketing industry has been bombarding itself for years with ways to “manage” or “harness” the “disruption” brought upon us by artificial intelligence, machine learning,[insert advanced marketing buzzword here] and the like.

What do we mean by “disruption?”

We mean “OMG, scary, out-there science that’s escaped from the lab and now everyone has to wear VR goggles and get their galvanic skin responses and eyeballs tracked! WTF! How the hell do we do all that?”  

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