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Balancing AI and Human Expertise: How Brands Can Optimize Marketing Performance

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.

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