AI is helping marketers treat people like individuals Access AI

While advancements in big data analytics have done a good job at helping marketers target mass markets and people of like interests, they fall short of understanding a person's unique interests and going that extra mile of treating people like individuals. While there is no argument that people have overlapping interests, there is a false assumption that just because a person falls into a certain category (i.e. A person will express hundreds of different interests that extend beyond any given category; this is what makes a person unique. Instead, they tend to bucket people into broad categories. Big data needs many data points to evaluate whether an interest is statistically significant.