In a world of AI, be human
NP Digital’s head of paid media Ash Dharan explains why we shouldn’t get too carried away with technology at the expense of human relationships.
Recently I read an article about a quantum computing chip that completes tasks in five minutes that would take regular computers 10 septillion years (that’s a lot of zeroes).
We shouldn’t really be that surprised. It’s perfectly clear that computing and machine learning technology is booming and it is going to bring a swathe of new benefits to our sphere of business. My very un-bold prediction for next year is we will hear an awful lot about AI.
However, this over-reliance on and blind adoption of AI in the world of performance marketing should be cause for concern. AI is not a magic bullet; its effectiveness depends on human expertise to define goals, set boundaries, and optimise its application.
