Why your AI-review process is going to fail
Reviewing AI output for plausibility isn't enough. Here's a simple structure you can apply to protect yourself from "hallucinations."
Contributor
Chris Robson's latest articles
The real risk of AI is marketing commoditization
AI can speed up every marketing team. The bigger challenge is avoiding commoditization when everyone uses the same tools.
Marketing artificial intelligence (AI)
Data built modern marketing, but AI is rewriting the rules
Marketers have long treated data as the goal. AI flips that model. Here’s how to adapt your data strategy.
You no longer have to choose between insight and impact
AI is eliminating the either/or of qualitative depth and quantitative scale, giving marketers a new way to understand people and performance at once.
How to design holiday promotions that work
Your holiday offers may reduce margins rather than drive real demand. Price discrimination and sales hangover dynamics show what’s actually working.
Optimization and personalization
When customers move like starlings — and what it means for segmentation
Static models can’t keep pace with fluid consumer behavior. AI makes it possible to follow dynamic shifts and design for the flock.
Messy data is your secret weapon — if you know how to use it
Your messiest, most overlooked data could hold your most valuable insights. With LLMs and ETL, even dirty data is a goldmine.
How to do scenario planning the right way
Learn the core principles of this misunderstood strategy — and how to use it to build resilient business plans.
Why forced choices reveal more customer insights than ratings
Better CX insights start with forced choices. Learn why decision-based surveys outperform ratings in predicting behavior.
How to use modern language models for enhanced sentiment analysis
Beyond simplistic sentiment charts, AI now dives into context, purpose and emotion to reveal what really drives customer opinions.
Why generational stereotypes are failing marketers and how to move past labels
Stereotypes limit real market understanding and the benefits of a nuanced approach. Here’s what to do instead.
How additional information changes customer value assessments
Knowing more about your customers can dramatically change their perceived value. Dive into the math behind customer analytics.
Marketing artificial intelligence (AI)
Why local, fine-tuned models are the near future of the AI workflow
Here’s how fine-tuned AI models can revolutionize marketing workflows by providing focused intelligence tailored to your requirements.
Marketing artificial intelligence (AI)
Unlocking the potential of synthetic data: A business game-changer
Understand the potential applications and limitations of generating synthetic data using AI models.
Marketing artificial intelligence (AI)
Still human: Why consumer closeness matters in an AI-driven world
As genAI becomes more advanced, we must balance consumer closeness and human understanding with the power of large language models.