Human touch will always remain indispensable to effective marketing. Artificial intelligence may be great at helping to detect, decode and act upon complex patterns; but in the foreseeable future only humans have the ability to see, understand and guide the big picture.
As AI is implemented and given more trust and responsibility for moment-to-moment marketing decisions, brands should focus themselves on three key intentions:
Trust your data
Test & Measure your inputs and outputs
Tune your AI Engines.