Companies are increasingly relying on AI and machine learning-driven products to help in their business operations. This includes marketing. But before diving into an AI-centric product, you should be able to answer the following with good clarity:
- What are you trying to achieve in your marketing operations with AI? What specific pain points does it address?
- Can you declare with certainty that the vendor’s AI or ML product really satisfies your business needs?
- Have you tested the product against curated data to determine whether it can properly reproduce real-world results?
- Are you expecting the AI to generate new business insights, or help streamline your marketing operations? (The latter may not be a good use case.)
- Do you harbor any doubts about the performance of the product, or whether in fact it really is operating with AI?
The last question is fundamentally important. Increasingly, there are reports out there that tech companies are touting their offerings as AI-based, when in fact they’re not. If the AI is questionably valid, then it may have unfavorable impacts on your business, especially if you’re reliant on it for your decision making. If it turns out that the product isn’t really AI but based on data analytics or human curators, then you’re being misled.
Legal liabilities against fraudulent, or dubiously AI tech companies could be in our future.