Unlock campaign performance with AI

Speakers
Justin Keh, Director, Channel Partnerships (APAC), Mastercard
Lyn Lim, Head of Commercial Growth, Kantar Consulting
Carey Loh, Client President, WPP Media

Host 
Tim Xu, Lead, AI Products & Solutions, Mediacorp

Question and Answer

What about from the perspective of SMEs with smaller budgets? How should they approach AI in marketing or their businesses?

[Lyn]
SMEs with smaller budgets and therefore more agile processes should exercise more diligence in which process/ step they want to focus on to drive impact via AI. This starts with assessing which process/step has the strongest use case (highest delta in revenue lift, productivity, cost savings). I would say start with measurement as measurement really helps quickly cut through the noise on what's working or not, and creates an organisational culture of focusing on results, not inputs. 

If everyone uses the same AI tools for insights, how do we better differentiate ourselves in terms of attention and positioning then?

[Lyn]
AI tools via LLMs are meant to help us get to answers faster via training of models with datasets. Therefore, the difference should be driven by the data from individual organisation (which is proprietary) – versus using public data. At Kantar, we believe brands grow via being Meaningful, Different and Salient in minds of consumers. Meaningfulness and Difference is driven by harnessing insights and combine with human creativity and strategy to improve creative and media effectiveness.

With increased reliance on AI tools to pool data, what measures are in place to avoid issues of hallucination when marketers get used to taking AI processed data without accessing the source data?

[Lyn]
The crux of this is the "garbage in, garbage out" that Justin mentioned. It says more about marketers' behaviour than AI hallucination. In other business functions like Finance or Sales, you would never see these functions take AI answers without checking them because they need to be reconciled and proofed (with real world understanding, sometimes common sense). Hence, marketing should not be any different. Rather than extra "measures" for marketing, it is simply setting in place the normal checks and balances – reviewing of plans with senior stakeholders, validation of plans with third parties. 
 

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