Marketing still lags other departments in using AI tools in decision-making. But for most marketers, the problem is no longer data scarcity, it’s that they are drowning in numbers and starved for decisions.
Incubeta, the leading AI outcomes agency, has announced the appointment of Adam Woods as Global Chief Product Officer.
When it comes to improving paid media outcomes, throwing AI at existing problems without the necessary insight and experience, is adding to the growing problem of “workslop”.
Local brands are following the US lead, where more than half of marketers use Marketing Mix Modelling (MMM) and 49% say they will be investing in it in the year ahead.
We stand at the threshold of the ‘Agentic Turn’, a shift as significant as the dawn of the Internet. To stay competitive, marketing will require a strategic restructure.