What We Still Need to Learn about AI in Marketing — and Beyond

Eva Ascarza, professor at Harvard Business School, studies customer analytics and finds that many companies investing in artificial intelligence fail to improve their marketing decisions. Why is AI falling flat when it comes to this key lever for profit? She says the main reasons are that organizations neglect to ask the right questions, weigh the value of being right with the cost of being wrong, and leverage the improving abilities of AI to change how companies make decisions overall. With London Business School’s Bruce G.S. Hardie and Michael Ross, Ascarza wrote the HBR article "Why You Aren’t Getting More from Your Marketing AI."

Share Podcast

[HBR IdeaCast podcast series]

HBR IdeaCast
Episode 815

What We Still Need to Learn about AI in Marketing — and Beyond

Listen | Podcast loading...

###

A conversation with HBS professor Eva Ascarza on using AI to improve marketing decisions.

• Subscribe:

Apple Podcasts

Spotify

RSS

All episodes

Details

Transcript

August 24, 2021

Eva Ascarza, professor at Harvard Business School, studies customer analytics and finds that many companies investing in artificial intelligence fail to improve their marketing decisions. Why is AI falling flat when it comes to this key lever for profit? She says the main reasons are that organizations neglect to ask the right questions, weigh the value of being right with the cost of being wrong, and leverage the improving abilities of AI to change how companies make decisions overall. With London Business School’s Bruce G.S. Hardie and Michael Ross, Ascarza wrote the HBR article “Why You Aren’t Getting More from Your Marketing AI.”

• Subscribe On:

Apple

Spotify

RSS

Latest in this series

All episodes

This article is about TECHNOLOGY AND ANALYTICS

** Follow this topic

** Following

Related Topics:

• Analytics and data science

Original source