Everything Mark Ritson thinks marketers get wrong about AI
From synthetic data to discounting, Mark Ritson diagnoses all of marketing’s biggest AI-era problems in a rapid-fire clinic. Here are the best quotes.
Last week, Mark Ritson used his second Marketing Clinic with The Drum to tackle all your questions around artificial intelligence and the holiday shopping season.
Hosted by The Drum’s intelligence editor, Sam Anderson, and supported by SAP Experience Cloud, this AI-flavored sequel to Dr Ritson’s Marketing Clinic back in May covered peak-season shopping, customer data, loyalty, organizational structure, advertising, research and the future of marketing jobs. Essentially, whatever was troubling the marketers watching live.
MiniMBA founder Ritson began by asking viewers to submit genuine business problems rather than abstract questions about technology.
“Imagine we weren’t marketers, but we were plumbers. We’d be talking about pipes and toilet fittings and practical things, not just esoteric bollocks.”
AI and the peak holiday season
Ritson said AI’s most convincing applications are currently found behind the scenes, particularly when brands face sudden increases in demand.
“We’re genuinely beginning to see a small number of companies not using AI to generate astonishingly fake-looking advertising, but using AI to actually manage data flows and customer service.”
This, he said, is starting to give businesses…
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