A-Cast Episode 23: Artificial Intelligence in Marketing ft. Katie MacGuire & Tessa Sproule

Artificial Intelligence in Marketing ft. Katie MacGuire & Tessa Sproule

Summary

AI, Brand Safety and Contextual Targeting. A compelling argument why human oversight and leadership is needed to manage the impact of artificial intelligence and machine learning on decision making and content consumption.

Background on Katie MacGuire & Tessa Sproule

Katie MacGuire&Tessa Sproule joined our host Marc Binkley to share insights about their work in Artificial Intelligence and Machine Learning. As the co-founders of Vubble, a video recommendation platform, Katie and Tessa have built proprietary AI technology to “read” video and contextually tag it with descriptive metadata, analyze audiences of existing video content and then surface new video recommendations to people most likely to enjoy it based on the metadata.

Timestamps

1:37 – Introduction to Katie MacGuire and Tessa Sproule

3:33- What Vubble does

6:38 – How Katie and Tessa went from broadcasting to artificial intelligence

11:00 – How recommendation engines change people’s consumption behaviour

13:24 – An overview of artificial intelligence (AI) and machine learning (ML)

14:29 – How Google uses people to train machines – ReCaptcha

15:43 – Content and Collaborative Filtering: two subsets of machine learning

18:13 – The pitfalls of AI predictions and where humans need to intervene

21:05 - The opportunity for Vubble’s AI & ML platform

29:16 – How KPIs influence interest graphs, rabbit holes and filter bubbles

33:29 - Why we need humans to keep machine recommendations in check

38:02 – How cultural influences can change AI recommendations

42:15 - Why content nutrition labels are needed to create informed citizens

48:15 – The importance of auditing data sets

50:44 - The link between emotional content and video views

54:03 – A global project to govern AI tech and why human diversity can help

1:02:44 – Why business leaders need to understand AI / ML to avoid bad decisions

1:10:00 – How to find out more about Tessa and Katie

Listen Here: A-Cast Episode 23: Artificial Intelligence in Marketing ft. Katie MacGuire and Tessa Sproule. Subscribe to the A-Cast on Spotify or Apple Podcasts. Follow Anstice Communications on Instagram, Facebook, and LinkedIn to stay up-to-date on the A-Cast and agency news.