The datasine team
02.07.2020

AI Myth Busting

Every media outlet in the land loves a good AI story. There are loads and loads of AI myths floating around. Ranging from ‘The robots are coming for our jobs!’ to ‘The robots will usher in a Utopian society!’ and everything in between.

The truth, as always, is not quite as drastic. 

As AI is becoming increasingly prevalent within marketing, let’s take a look at some of the most common AI myths out there, and lay some misconceptions to rest:

Myth 1: Feeding data to a machine will make it smarter

The number-crunching aspect of digital tech is very appealing to many marketers. Some of the most monotonous and repetitive work in marketing involves data. 

Machines are capable of gathering, processing, analysing and utilising data constantly. They’re incredibly efficient, and they never get bored. 

However, there are machines and machines.

Some machines can (sort of) ‘learn’ from data and grow ‘smarter’. These are Artificially Intelligent machines, capable of spotting data patterns which you can use to predict things like customer behavior. 

But not all machines are AI.

Feeding data to an automation isn’t going to have any effect (beyond possibly slowing it down). And, even those machines which are AIs don’t exactly become ‘smarter’ in the traditional sense the more data you feed them.

Explaining this leads us neatly into Myth 2…

Myth 2: AI and Automation are the same thing

AI, Machine Learning, and Automation are terms which get jumbled about a lot. Let’s break it down:

  • AI and Machine Learning are closely linked. An AI is a program, and Machine Learning is a tool that program uses to improve its functioning through experience.

    Machine Learning is what helps the AI at Amazon to predict the kinds of products you might like based on your past purchases.

    AI is more of an umbrella term, covering everything from that Amazon bot to neural nets designed to mimic human cognition being tested in futuristic labs.

AI in marketing

  • Automation is a process whereby a machine or program will do things automatically. It can be informed by and integrated with AI, but an automation is not inherently AI.

Take a list-cleaning automation, for example. 

You can program it to remove inactive or fake entries, and it will do that endlessly, forever. But it won’t learn from what it’s doing.

A list-cleaning AI, on the other hand, is capable of ‘spotting’ patterns in inactive user data, and offering insights about them.

Myth 3: AI will make me redundant!

AI will not make you redundant.

What AI will do is take away the less fulfilling parts of your job, and make you tons better at the more fulfilling parts.

Far from booting marketers out onto the street, AI to date has actually created lots of new roles. From data scientists to Chief Information Officers, AI has opened up a world of employment possibilities.

Essentially, AI gives human workers a leg-up. By taking on the time-consuming and mundane tasks of data gathering, entry, analysis etc, it boosts humans up to the next rung – enabling them to devote their time to work more suited to our unique human skills. Creative content work, for example, or relationship-building, or innovative campaign development.

This myth is so inaccurate that the World Economic Forum predicts that, by 2022, AI will actually have generated almost 60 million more jobs than it replaces.

So, you can relax. The robots aren’t coming for your job.

Myth 4: AI can work on its own

‘Clever’ as they are, AI programs don’t have autonomy or initiative. They will do what you tell them, and do it extremely well, but they won’t do anything you don’t explicitly program in.

Let’s say, for example, that you want to write some great email subject lines. Your AI is theoretically capable of running the numbers and coming up with something that’s likely to dazzle your customers the second your email hits the inbox. But it’s not smart enough to do that all by itself – no matter how much subject line data you feed it.

It’s up to you to guide it. You need to tell it things like the audience you’re going for, the effect you want, the keywords which need including, and so on.

AI is smart, and feeding it data will technically make it ‘smarter’. But only in the very specific, very prescribed ways that you tell it to. 

If you program an AI to write subject lines, it’s not going to one day have devoured so many subject lines that it’ll quit your team and embark on a career as a novelist. That’s not how it works.

Myth 5: AI and Machine Learning always give accurate results

When they’re programmed right, AIs can give very impressive results. 

But they’re far from infallible.

Any AI is only as good as its programming. Program it poorly, and it will give poor results.

It’s also worth remembering that – while they can be surprisingly insightful – even the best AI results lack the human nuance that makes them actionable. 

An AI is a tool. It’s not an oracle. It’s a great tool, for sure. But it’s useless without a human to use it. 

Filter by Category:
Jergan Callebaut
The AI tool marketers are using to increase Facebook campaig...

A new breed of marketing tools is here that leverages machine learning and psychology to pick high-converting creatives for your Facebook ads.

READ MORE
Use AI to identify high-converting marketing images

Cutting-edge AI (artificial intelligence) research into how computers see marketing images is changing the way marketers build more successful campaigns.

READ MORE
Adtech vs martech: what’s the difference?

Adtech and martech are terms that are regularly conflated. Let’s put aside misconceptions to define adtech and martech – and their differences.

READ MORE
In Conversation with… Bernardo Nunes, Head of Science at G...

Growth Tribe’s Bernardo Nunes joins the conversation to talk artificial intelligence in marketing: how companies can leverage AI and cultivate tech talent.

READ MORE
In Conversation with… Harry Hugo, Co-Founder of The Goat A...

Serial Entrepreneur and Co-Founder of The Goat Agency, Harry Hugo, joins the conversation to talk social media, influencer marketing and founding Goat.

READ MORE
Forms of personalisation in today’s digital world

Personalisation means connecting with your audience on a deeper level. Our Head of Psychology, Jergan Callebaut, looks at its many forms.

READ MORE
What makes us click? Increase ad performance with creative d...

Datasine’s CEO Igor Volzhanin outlines his MAD//Fest presentation, explaining why using creative data and AI leads to a steep increase in ad performance.

READ MORE
Facebook Ads A/B test guide

Facebook Ads A/B testing is crucial to understanding what marketing content works best. Datasine’s PPC Manager outlines how Facebook Ads A/B tests work in this simple guide.

READ MORE
In Conversation with… Mohamed El Hannaoui, Growth Marketer

Experienced Growth Marketer Mohamed El Hannaoui joins the conversation to talk growth marketing in startups and how AI is going to change marketing

READ MORE
Five of the best tools for Facebook Ads in 2020

Datasine looks at the five of the best – and most affordable – tools on the market for creating and optimising Facebook Ads.

READ MORE
What’s the most important part of Facebook Ads? The creati...

The data boom has driven focus on areas such as targeting, brand and reach for Facebook Ads, yet the creative remains the most impactful factor in successful Facebook Ads

READ MORE
Your images matter: five reasons why

Got your attention with the picture above? Great! I’m sure you’ll love the rest of this article. It probably doesn’t come as a surprise to you that we live in the age of visual culture. Ten percent of all photos ever taken by humankind took place in the last 12 months.

READ MORE
Growth hacking Facebook ads

Growth hacking Facebook ads sends engagement skyrocketing and there are many ways to optimise paid ads to drive brand awareness and sales.

READ MORE
Speaker spotlight: Emily Miller, Head of Marketing at Ollie ...

Datasine talks marketing, AI and personalisation with Emily Miller, Head of Marketing at Ollie Quinn, ahead of her fireside chat at #SuperchargeMarketing.

READ MORE
You’ve overlooked creative data. But we’re pioneering a ...

Creative data has been overlooked by marketers. But at Datasine we’ve found a way to drive performance with this powerful data: Content Atomisation – supercharged by AI.

READ MORE
The “integrators”: Why fusing creativity and data drives...

A McKinsey report has concluded that marketers who use creativity and data together achieve a much higher performance for their brand

READ MORE
Speaker spotlight: Mack Grenfell, Biddable Lead at Babylon H...

Datasine talks to Mack Grenfell, Biddable Lead at Babylon Health about falling into the industry, and how AI is helping marketers optimise spend.

READ MORE
Speaker spotlight: Mitch Platt, UK Country Manager at Growth...

Datasine discusses growth marketing, personalisation and AI adoption with Mitch Platt, UK Country Manager at Grow Tribe, ahead of his presentation at #SuperchargeMarketing.

READ MORE
Running a data-driven marketing team

Data-driven marketing is a key focus for marketing teams today. I spoke with Alessio Pieroni, Head of Marketing at Mindvalley about how to practice it successfully.

READ MORE
Semantic content analysis will disrupt marketing – for the...

Discover the benefits semantic content analysis brings, and how to utilise data, psychology and AI to predict the highest-converting content for your brand.

READ MORE
Tackling data-driven disruption as a Creative

Data-driven disruption is sweeping through creative industries. We sit down with Wayne Deakin, Executive Creative Director at Huge EMEA to talk about facing it head on.

READ MORE
Nine Mailchimp integrations for personalisation

Check out our top nine Mailchimp integration picks for empowering marketers to increase campaign metrics and improve customer experiences.

READ MORE
In Conversation with… Meagan Healey, Head of Content &...

Head of Content & Product Marketing at Attest, Meagan Healey, joins the conversation to talk data-driven marketing and why aligning sales and marketing is a game changer.

READ MORE
IWD: 20 marketing leaders in 2020 [1/2]

For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [1/2]

READ MORE
Speaker spotlight: Karla Rivershaw, Head of Marketing of Tur...

Datasine discusses the tools that make marketing work, and finding the right balance when personalising communications with Karla Rivershaw, Head of Marketing at Turtl.

READ MORE
Which Tokyo 2020 art poster does our AI say is the most enga...

Datasine Connect, Datasine’s AI platform, analysed the 12 official art posters for the Tokyo 2020 Olympic games to discover which was the most engaging for the UK population

READ MORE
3 simple tips for building better Facebook Ads

Datasine’s Performance Marketing Manager gives 3 simple steps for building better Facebook Ads, including optimising creatives and using AI

READ MORE
Three Mailchimp newsletter growth hacks

Email is one of the most effective marketing channels and Mailchimp has long been a favourite amongst marketers and growth hackers. Learn how to up your Mailchimp newsletter game with our growth hacks. 

READ MORE
The three must-ask questions before a rebrand

Datasine’s Marketing Director, Cornel Lazar, shares the questions each brand must ask before rebranding, and Datasine’s journey to change its look and feel.

READ MORE
Speaker spotlight: Emma Wynne, Head of Growth Marketing at P...

Datasine talks about personalising marketing communications and marketing tools with Emma Wynne, Head of Growth Marketing at Pasta Evangelists.

READ MORE
Can AI optimise the creative process?

While artificial intelligence (AI) has had little impact on the creative sector so far, AI has huge potential to optimise ad creatives

READ MORE
How to grow your brand using paid social

Brand Manager and Founder of Maxtractor.agency, Magda Urbaniak, shares her best practices for brands paid and organic social efforts

READ MORE
Which images make the most successful Facebook ads?

Images are the cornerstone of successful Facebook ads. We look at how to find the best images to create more effective Facebook ads.

READ MORE
Marketing 20:20: meet the Speakers

Datasine sits down with the two guest speakers of Marketing 20:20, Becky Simms, Founder and CEO of Reflect Digital and Social Media Expert Kieran S Lawler

READ MORE
What is a rebrand? (And what is it not?)

I sat down with our Marketing Director to discuss what a rebrand is, what goes into a rebrand and how Datasine approached the project.

READ MORE
MAD//Fest Day One: the recap

We look back on our first day at MAD//Fest with presentations from Burger King, Virgin Trains and our own CEO Igor Volzhanin.

READ MORE
The life of a Creative Director – in the age of data and A...

Data and AI are becoming more vital to the role of the Creative Director. Datasine sits down with Alex Colley, Creative Director of ikon, to find out more about the impact tech is having.

READ MORE
IWD: 20 marketing leaders in 2020 [2/2]

For International Women’s Day 2020, 20 female marketing leaders weigh in on the advice they’d give their younger selves [2/2]

READ MORE
Mirroring at scale

How mirroring can help you level up the impact of your one-to-many communications, offering personalised content and customer experience.

READ MORE
Delivering truly personalised email marketing experiences

Datasine sits down with Lemlist CEO Guillaume Moubeche to talk about delivering personalised email marketing experiences and building relationships.

READ MORE
A quick guide to remarketing with Facebook dynamic ads

Facebook dynamic ads, or Facebook product ads, let you remarket to your audience. Find out how to use them in this simple guide to DPA ads.

READ MORE
How AI is set to transform email marketing

Artificial intelligence (AI) is increasingly used in email marketing, learn how machine learning enhances personalised email campaigns.

READ MORE
What is segmentation in marketing?

Segmentation in marketing allows marketers to place customers into groups for targeting. We take a look at the types of market segmentation.

READ MORE
Make your marketing pandemic proof

In crisis times, marketing budgets get slashed. Here’s how we can support you to stretch your budget further and drive sales – even in the face of a pandemic.

READ MORE
Five things we learned at Supercharge Marketing

Datasine looks back at the five things we learned at Supercharge Marketing, from data-driven marketing to investing in learning new skills.

READ MORE
What does your audience want to see from your branding?

Datasine sits down with Flavilla Fongang, Creative Brand Strategist and Founder 3 Colours Rule to talk branding, neuromarketing and the future of the industry

READ MORE
A/B testing is a lie. Here’s the truth.

A/B testing has long been used to find the perfect ad creative – but its effectivess is greatly exaggerated. Here's the truth of A/B testing, and how to find the best creative without it.

READ MORE
From binary baby to “Friends selfie”: A (brief) ...

We see thousands of images online every day. We take a trip back over the history of the digital image to see how we got to this point.

READ MORE
Are you blinded by data?

Learn how developing an Integrator Mindset can help you to creatively personalise and build genuine relationships with your customers

READ MORE
How to send the right message at the right time, in travel m...

We speak Joe Stevens, Corporate Digital Marketing Manager at Flight Centre about using data to send the right message to the right person at the right time

READ MORE
AI-powered marketing needs interpretability – and collabor...

Artificial intelligence (AI) should be taking marketing by storm, but its lack of interpretability for most marketers is holding back innovation and adoption.

READ MORE
How to use AI to optimise your marketing content

AI can drive marketing success by optimising audience targeting and reach but, more importantly, AI optimise your creative content through Content Atomisation.

READ MORE
How to use data to inspire customer loyalty in the travel in...

Lack of customer loyalty is a key problem in the travel industry. We take a look at some of the ways data can tackle the issue.

READ MORE
Creativity back on top: Why creative data will dominate this...

Data-driven marketing has swept through the industry, but the data focus has led to a decline in creativity. But you can combine data and creativity by uncovering your campaign’s creative data.

READ MORE
Do you know why your content isn’t working? Semantic conte...

To crack open that data gap, we need to start conducting in-depth semantic analysis of our content. Only then can we begin to truly understand why some content resonates and some doesn’t.

READ MORE
The datasine Team
Walking the line between ‘personalised’ and ‘creepy’...

98% of marketers agree that personalisation is of huge benefit when developing customer relationships. But there’s a very fine line between ‘personalised’ and ‘creepy’.

READ MORE
The datasine Team
What is creativity?

As marketers we call ourselves ‘creatives’ - but what does that actually mean? Ask ten people on the street, and you’ll probably get a wide array of answers.

READ MORE
How do you know your customers feel the same way?

Understanding emotional advertising from your customer’s point of view.

READ MORE
Cost Per Click – how low can it go?

Doesn’t everyone want more for less?

READ MORE
The pros and cons of live-testing your ads

Do your live audiences really deserve to be used as your guinea pigs? Can you truly get accurate insights from experimenting on them in real time?

READ MORE