A red flag when it comes to models appears if the system in play uses data that is inappropriately matched to the problem the marketing team is trying to solve. Successful AI approaches start with the business use case and what information a human needs to analyze the problem under consideration. A machine will most likely need the same data. However, AI companies often use the data to which they have access, whatever that might be, and not the best data for solving the problem. For marketing teams assessing a solution, it's essential to consider if there are public data sets to leverage or if it's possible to purchase relevant data sets to help solve the problem.