During a presentation at the AI & Big Data Expo Global, Jason Smith, Chief Digital Officer of Publicis Groupe, shared his insights on how AI is reshaping decision-making in the advertising and marketing industry.
Smith emphasized the need to recognize the limitations of human decision-making and the influence of biases and external factors. He suggested combining the strengths of both human and AI decision-makers.
To explore the potential of AI in reducing noise and bias in decision-making, Smith’s team conducted a strategic experiment. They compared the performance of AI and a human team in running a Facebook travel campaign. Smith discussed the dual components of the human brain – intuitive thinking (amygdala) and reasoning (prefrontal cortex).
Smith introduced the concept of “noise,” which refers to the variance in decision-making that introduces inconsistencies. He provided examples from various professions, such as judges delivering different sentences based on external factors.
The challenges within the marketing and advertising space were highlighted, particularly the difficulty of managing a vast number of variables. Smith mentioned a campaign with 83 million variations, stating that it is impossible for a human to realistically go through all these combinations. AI, on the other hand, excels at picking out important signals in large datasets.
Initially, the results of the experiment showed humans outperforming the AI-optimized campaign. However, the AI campaign quickly pulled ahead.
Despite acknowledging AI’s flaws, including bias, Smith advocated for a collaborative approach that combines human intuition with AI assistance. He stressed the importance of recognizing human limitations and leveraging AI to reduce decision-making flaws.
The presentation concluded with key takeaways, emphasizing the need to recognize human decision-making limitations, leverage AI to reduce flaws, and find the right balance between human input and AI assistance.
To learn more about AI and big data from industry leaders, check out the AI & Big Data Expo taking place in Amsterdam, California, and London. The event is co-located with Cyber Security & Cloud Expo and Digital Transformation Week.
For more information on AI’s impact on decision-making in marketing, read the full article on AI News.
