AI can make marketing more predictable, but not fully
The discussion then turned to whether AI can make marketing more predictable. Flores said faster learning and iteration can improve forecasts, while human behavior keeps complete predictability out of reach. “I think human behavior has an uncanny way of humbling large language models,” he noted.
McCambley argued that marketing is more predictable than most people think, but silos get in the way. When teams keep separate data sources and define terms like “revenue” or “conversion” differently, he said, AI can’t analyze that data in a way that supports predictions. The first step is consolidating data and agreeing on a shared dictionary of terms.
“Once you have a dictionary, you can’t write Shakespeare just because you have a dictionary,” McCambley explained. Shared definitions alone aren’t enough. Departments also have to explain how each one uses those terms, so AI can follow how teams actually work. That process can take a year or two, he said, but it can make a business surprisingly predictable.
Vilmos added that human judgment is essential. Well-known brands need people to remember them the right way, and that’s especially true in luxury. She explained that AI can generate a thousand personalized variations for different personas within minutes, but personalization alone isn’t enough. “It still needs to stay on brand,” she said, which is why keeping human judgment in the process is so important.
Data grounds AI, while experiences build brand advantage
When the conversation turned to data, Flores argued its value has only grown. “I think data’s never been more valuable because it’s the grounding that AI needs in order to perform,” he said. Synthetic data still depends on real human behavior, which keeps evolving, so marketers need an always-on read of real people.
Matisoff added that working with data and AI calls for a new skill: taste. “The people that I want to hire and work with should have good taste,” he said. That means recognizing quality, whether in an analysis, a campaign plan, or creative.
For Magnuson, though, the lasting advantage is an elevated brand experience. That’s why Zoom is investing in brand experiences, which people remember longer than an ad.
Featured Conversation Leaders
- Manny Flores, Head of Performance and AI, Ipsos
- Liz Kneebone, VP, Community Programs and Development, ADWEEK
- Whitney Magnuson, Head of Brand and Media, Zoom
- Eric Matisoff, Principal Evangelist, Adobe
- Joe McCambley, CMO, Saatva
- James Stephens, EVP, North America, Monks
- Nikolett Vilmos, Head of Marketing and AI Transformation, Christie’s International Real Estate Dubai
