Unlocking the Potential of AI and ML at Centerfield: A Q&A with Gibson Bennett

What drives results for our partners and clients? The answer to that question is: it’s always changing! To stay on the leading edge and see around corners for our clients, we lead the way in developing the latest tech with the sharpest talent. We love the power of artificial intelligence (AI) and machine learning (ML) and its potential to drive results for our partners and clients.

Recently, we spoke with Gibson Bennett , Data Scientist at Centerfield, to gain insights on the importance of AI and ML the challenges businesses face in adopting these technologies, and our exciting AI & ML Fundamentals Program.

Q&A with Gibson Bennett

Q: What is one common misconception or misunderstanding about AI and ML that you’d like to set straight?

A: Many people believe that AI and ML can be utilized without any prep work or background knowledge. While tools like ChatGPT can yield impressive results when naively building models, achieving great and consistent outcomes in production requires a deep understanding of both AI/ML and the business side.

Q: Why is this such an important time for companies in AI and ML, and what are some key use cases that have delivered measurable results?

A: The amount of data we have access to has exploded over the past few years, making it impossible to analyze effectively without AI. At Centerfield, we focus on incremental improvements; for instance, we've successfully optimized rankings for our partners on BBN and provided our sales agents with quick, productive feedback on their phone conversations.

Q: How exactly will the AI & ML Fundamentals Program for Centerfield talent give our clients a competitive edge?

A: Our AI & ML Fundamentals Program equips Subject Matter Experts—including Media Buyers, Sales Agents, Engineers, and Analysts—with essential knowledge of how ML models and AI work mathematically. This program enables us to build better models quickly and tailor them to specific business use cases, ensuring maximum impact for our clients.

Q: What challenges do businesses face when adopting AI and ML, and how does Centerfield support its clients through this journey?

A: One of the biggest challenges in my role as a Data Scientist is tool adoption. Having a great idea or model is only half the battle; effectively getting everyone involved—engineers, analysts, and users—to understand and adopt it is crucial. Fortunately, Centerfield is filled with eager team members who are excited to embrace new tools, resulting in lightning-fast adoption and turnaround. I barely need to think up my own ideas—everyone brings them to me!

Q: What excites you most about the AI & ML Fundamentals Program?

A: I enjoy teaching and learning, so I'm always excited to dive back into the fundamentals. I learn something new every time! It’s also an excellent opportunity to understand the day-to-day operations and challenges faced by my colleagues, expanding my scope of business knowledge, which is vital for a Data Scientist.

Q: What would you say to a company that is unsure about incorporating AI and ML?

A: Jump in—the water's great! While I understand some legitimate concerns about safety, privacy, or misleading conclusions, there's so much you can learn from even the simplest model. With good people who know your data, building a great model is the simplest part of the process. Nowadays, valuable insights can be just a click (and a spreadsheet) away.

At Centerfield we believe that Artificial Intelligence and Machine Learning can drive valuable insights and improvements for our clients. We’re excited about the future of these technologies and invite you to explore their potential with us.

Thank you, Gibson, for sharing your expertise and insights!