AI vs Humans: How Machines Are Reshaping Marketing Decisions

How AI and Human Decision Making Can Work Together

Artificial intelligence is reshaping how decisions are made in marketing and advertising. At AI & Big Data Expo Global, Jason Smith, Chief Digital Officer of Publicis Groupe, discussed how AI can enhance human decision making by reducing bias and inconsistencies.

Smith described an experiment where his team pitted an AI system against humans in running a Facebook ad campaign. Initially, the human team outperformed the AI. But the AI quickly learned and surpassed the humans. The key, Smith said, is finding the right balance between human intuition and AI.

Humans struggle with the massive number of variables in today's marketing, like a campaign with 83 million variations. AI is better suited to analyze huge data sets and find important signals. But AI also has its flaws, like bias. Combining human and AI can minimize the weaknesses of each.

Reducing "Noise" and Bias in Decision Making

Smith focused on problems like "noise" in human choices, referring to random variances that lead to inconsistent decisions. As an example, he noted how different judges can give very different sentences for the same crime.

AI can help address noise by analyzing huge data sets objectively. But human judgment is still needed to make choices that require an intuitive sense of ethics, emotion, and compassion.

The experiment showed how AI and humans together outperformed either alone. The key is recognizing human limitations and then using AI to enhance decision making by reducing noise and bias. With the right balance, businesses can leverage the benefits of both human and AI decision making.

Take Action: Combine Human and AI Decision Making

To improve your marketing and gain a competitive edge, follow Publicis Groupe's approach:

•Acknowledge the weaknesses in human decision making like bias, noise, and an inability to manage huge data sets.

•Implement AI tools to analyze data objectively and generate recommendations. But have humans review and approve the choices.

•Find the right balance of human intuition and judgment with AI automation and insights. Work together, not separately.

•Continuously test and optimize to determine how to best combine human and AI decision making for your needs. With the right approach, you can make better choices and get improved results.