Marketers learn to work with the machines

Brands have to give up enough control while still setting limits in turning to AI to reach customers - and that's just one challenge

Despite artificial intelligence’s promise to help marketers reach consumers in ways that are better, faster and cheaper, executives can wind up wasting time and money when they actually try it, according to industry experts and analysts.

“Every marketer wants to be famous and wants to say, ‘I’m using AI,’” said Stéphane Bérubé, chief marketing officer for Western Europe at L’Oréal SA. But they also think they’re experts on the topic just because they’ve been to a few conferences, he said. “Instead of saying, ‘What can I do with AI?’ they need to say, ‘Here’s what I would like to do with