AI and Machine Learning
The Lever of AI & ML
For marketers, the availability of AI/ML is an amplifier for insights because it steps in to do things that humans are not good at and helps us improve things we may not do as well as we could. This points to significant opportunities for improving business insights practice.
- Pattern recognition
- Seeing ourselves objectively, particularly in day-to-day settings where we behave habitually
Pushing humans closer to rational decisions through framing, contextualizing and assumption validation
- Seeing the big picture and context
- Understanding data/variables that are outside of the AI model or dataset
IMPLICATIONS FOR:
- Segmentation
- Message development
- Product reactions
IMPLICATIONS FOR:
- Predicting the future
- Envisioning decision-making
- Product evaluation
- Market sizing
MEANS THAT:
Human judgment + AI/ML offers us the potential for better outcomes than either would deliver separately
The Lever of AI & ML: Power of Integration
At euPlexus, we believe that some of the best uses of AI/ML platforms fall squarely in the world of life science marketing. And we believe the intersection of AI/ML-based learnings with traditional primary research insights can powerfully amplify the value of research.
