Good morning, Marketer, and welcome to the age of machines for good.
We know from ad fraud and spam-clogged inboxes that digital automation results in a constant arms race between the senders of informed, relevant messaging and unhelpful or malicious scams.
Sometimes bad results are unintended. But if you’re a digital marketer, it frankly doesn’t matter what you intended if your methods of scaling are biased or inaccurate. The customer will suffer regardless.
The good news is that for every shortcoming in automation, there is a potential tech solution on the horizon. Read below about IBM’s program to root out bias in adtech. The hope is that the good AI catches up to your faulty algorithm and replaces it before real damage occurs in the relationship with your customers.
Chris Wood,
Editor
