How Marketers Can Prepare for Unintended Consequences of AI

Goals need to be specific and practices should be honed to achieve them

AI and machine learning can positively impact marketing, but there are also aspects that marketers need to be prepared for. Getty Images

Today, a great deal of attention goes into applying artificial intelligence and machine learning to advertising. And the value that AI can bring to marketing is unquestionable, from creating thousands of variations of creative formats to optimizing campaigns across channels and screens.

Brian Stempeck is chief client officer at The Trade Desk.