An algorithm is only as good as its trainer
AI is the talk of the marketing world, but marketers must learn algorithms are only as good as their trainers, argues Alchemy One’s Joel Trethowan.
The difference between a cyborg and an android is that androids are robots made to look like humans, whereas cyborgs are humans augmented by technology. You see cyborgs every day. Listening to podcasts to improve their knowledge, watching YouTube to learn how to cook better – people, today, are cyborgs – conscious beings attached to technology that makes them more intelligent.
In order to truly build connections with consumers, brands need to be more cyborg. They need to drop the data-evangelist, algorithms-will-save-us programming they’ve been given and switch to a human-led, intuition-centric model where data is a foundation for brilliance, rather than an end-to-end approach.
Data is great. Data is essential. No one is saying we don’t need data. But data does some things well, and some things not so well.
