New Tech, New Solutions: Why the Rise of AI Requires a New Kind of Transparency

Artificial intelligence (AI) is making advertising more effective, but it's also making it more opaque. With each new layer of automation, human beings are moved one step further from the most crucial marketing decisions of any digital campaign. After all, if AI makes its own decisions about which audiences to target, how can marketing professionals be confident that they're reaching the right people? AI systems were once primarily focused on efficient bidding, but new innovations have expanded their capacity to include audience segmentation, creative optimization and ad unit design. Until brands and agencies have ways of validating AI decision-making, it will be difficult for stakeholders to trust new technologies.