Why AI Is Such an Important Tool for Brands in the Trust Economy

Machine learning quickly builds relevant content and context

In this era of fake news and rampant hacking, Anna Griffin, svp of corporate marketing at CA Technologies, sees artificial intelligence as important tool for marketers attempting to build trust-based relationships with consumers and audiences.

AI—and the data-based machine learning associated with it—can form “a tight, quick connection with relevant content and become a beautiful handoff to a human being to create better context and to better serve someone and ultimately be more trusted,” said Griffin, in an interview after a panel called “Anxiety in the Security 3.0 World: Trust Marketing Strategies in the Age if Distrust.”

The discussion was part of the second installment of Adweek and Bloomberg Media’s quarterly “Marketing in An Interruptive World” breakfast series in New York.