Power and Prediction.

At least 3 things jumped out of the Zoom yesterday during the D^3 Assembly Book Talk: Power and Prediction hosted by author @Avi Goldfarb.?

1. If AI creates "insights", walk away!?The center of AI is the decision making. If a team or company shares that their AI is generating insights, look for the door. It's prediction-technology.?We want specific decisions from AI. (note: Watch iRobot)
2. So, how many companies have seen massive growth from AI? Transformative growth? Surprisingly, it’s a pretty short list. Google - and more specifically online advertising - is likely the best example of massive growth from AI.?From Mad Men to that Britannica first digital rate card gem shared, there is an entire ecosystem built around the ability to predict customer behavior. This, we know!
3. However.. for the most part, AI is early.?Point solutions are more common - inserting AI incrementally into workflows. We are early explorers defining AI system solutions — The big question is “How do we go about rethinking a system solution to redefine another industry?” (This makes me wonder, can we push the envelope any further in marketing prediction to curate an experience more valuable for customers? likely.)

A challenge presented to marketers. Think through - whatever marketing you’re in. Ask: “Where are we delivering on our mission?”?

What are the ways we are failing on our mission? Could prediction enable us or someone else to deliver better [on our customer promise]?”?

(It’s an airport/shed visual.)

PS Thanks for hosting this intriguing book talk:

D^3 The Digital, Data, and Design Institute at Harvard catalyzes new knowledge to invent a better future by solving ambitious challenges.

Avi Goldfarb, Rotman Chair in Artificial Intelligence and Healthcare and a professor of marketing at the Rotman School of Management at the University of Toronto, discussed his book, Power and Prediction: The Disruptive Economics of Artificial Intelligence.