The questions marketers should be asking about their AI
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A memo to marketers: artificial intelligence is only as good as the engineers who created it.
So cautions Deirdre McGlashan, global chief digital officer at MediaCom, who chats with Ad Age on the floor of the Consumer Electronics Show in Las Vegas.
“Everyone is worried about the robot army coming and creating a doomsday scenario. But I think the real risks are [in not] understanding, when you’re using products with AI in it, what was the data that was being fed?” she says. “How supervised was the learning? How broad and deep was that data set that it initially started with it, and the data set it now has access to? Without the correct depth and breadth, you have the risk of creating unconscious bias in these new machines and that can be very dangerous for us.”
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