“Consider AI through the lens of a CEO who is approving the budget,” remarked Vishakha R M, Managing Director & Chief Executive Officer of IndiaFirst Life Insurance, as she initiated her discussion on ‘AI in Marketing: Pros & Cons’ at the e4m Screenage Conference 2022.

Reflecting on her personal journey, Vishakha expressed her fascination with AI, noting her initiation into the workforce during the pre-digital era. She vividly described the manual processes of ledger management, noting the transition from physical notes in banks to the meticulous consolidation of balance sheets using large papers and columns.

Addressing the marketers in the audience, Vishakha raised questions about deriving tangible results from AI. She emphasized the need to differentiate between what is commonly referred to as data modeling, which she clarified as unrelated to AI. Drawing an analogy to defining a tree using data, she stressed the importance of understanding the intricacies of AI implementation beyond mere data modeling.

Expressing skepticism, Vishakha questioned whether AI models in use were genuinely interactive in real-time. She highlighted a prevalent issue of labeling data models as AI, emphasizing the absence of true AI in many instances. From an ROI perspective, she urged a shift in communication, suggesting that marketers collaborate closely with data scientists to avoid the misconception of data models as genuine AI.

Vishakha underscored the challenge of managing vast amounts of data and the potential misalignment costs associated with data science modeling. She urged marketers to establish a two-way communication channel between technology and data scientists, emphasizing the necessity for collaboration to ensure the success of AI models.

The final concern raised by Vishakha centered around mobile marketing and the perceived lack of measurement for dissonance. She called for concerted efforts from marketing and tech teams to bridge the gap and make AI in marketing a practical reality.

In conclusion, Vishakha highlighted the need for further collaboration and effort to realize the potential of AI in marketing.