What We Still Need to Learn about AI in Marketing — and Beyond

Eva Ascarza, professor at Harvard Business School, studies customer
analytics and finds that many companies investing in artificial
intelligence fail to improve their marketing decisions. Why is AI
falling flat when it comes to this key lever for profit? She says
the main reasons are that organizations neglect to ask the right
questions, weigh the value of being right with the cost of being
wrong, and leverage the improving abilities of AI to change how
companies make decisions overall. With London Business School’s
Bruce G.S. Hardie and Michael Ross, Ascarza wrote the HBR article
"Why You Aren’t Getting More from Your Marketing AI."