At the beginning of her keynote kicking off Adweek’s Elevate: AI summit—a half-day discussion, at times heated, on the role AI does and will play in marketing—Deloitte Digital CMO Alicia Hatch reminded the audience of another, earlier advancement meant to transform the industry, one that is complement and partner to AI. “Do we really need any more data?” she said. “We don’t even use the data that we have.”
Hatch wasn’t calling for a slowdown of data collection, but rather, setting up the idea that machine learning will be able to process and make sense of existing data, and incorporate new metrics in the process so that “marketing will actually become data-driven.”
“What
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