Should Marketers Rethink the Way They See AI's Impact?

"Artificial intelligence isn't the cataclysmic force of destruction that Hollywood or marketing technicians sometimes fear it be" – Kyle Harper. Harper believes the fair of AI stems from popular media, and that a lot of the conversations regarding the technology today, often takes a paranoid tone. It does not help that famous scientists such as Stephen Hawking and Elon Musk raises their concern, but Harper thinks it is time to change how we think of AI. "There's a fear that as we improve efficiency, we may also lose touch of some of the human factors in the marketing process; that machine learning's data-driven approach may not perfectly hit the mark for understanding people, that automation could threaten to displace too many people from much-needed jobs", Harper writes. However, Harper urges the readers to look at it from a different perspective – from the view of a company leadership. He poses the scenario of a small company that develops a product that surprisingly turns into a success overnight.