Shadow teams are using AI for their marketing, even if their managers don’t know it
Welcome to an end-of-week update from Unmade. Today: In an AI-focused edition, we explore what really happens inside teams when management fail to take the lead on new technology. Plus, an extraordinarily good day for the Unmade Index.
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Good article. They’ll be a few people making quite a lot of money out of this. They will be equipped, as happened in the early .com era, with the gift of the gab and no more idea where this is going than anybody else. Dangerous combo. Someone is going to get burned to a crisp by listening to these people, unless the senior people in the big marketing companies grasp the nettle and try as best they can, to rein in these A.I. carpet-baggers who report to them, take control and guide the process with care and caution . Even if, as their little smarties will no doubt try to do, circumvent their authority. Why? Because they’ll sense their seniors re not contemporary enough to understand. There’s not much room for error here. ”A little knowledge is dangerous” comes to mind. Control it CFOs, before someone gets hurt.
Thanks Alan. I agree there are unscrupulous people who will try to capitalise (although that’s not unusual in this industry.)
There is risk in inaction too, though, and although the hype is recent, the technologies have been evolving for some years now, and there are plenty of smart people with track records in ML/AI who could help guide the path. I think the first step is acknowledging what you don’t know, identifying the biggest inefficiencies, and working from there.