🎛️ When human irrationality beats artificial intelligence

Before you hire another marketer, do these 5 things first [View in browser]() | [Share]() Oct 05, 2023 [Martech: Martech is Marketing]() Good morning, Marketer, feeling a little illogical today? When we interviewed Jóhann Benediktsson, Icelandair’s digital marketing manager, for our story on[the airline’s successful programmatic campaign](), he told us this story about the limits of artificial intelligence. “We tested out an AI solution through another company. The purpose of it was buying against keywords with machine thinking at the speed of a million people. “What we found out is that the AI was a bit too rational where we needed to work irrationally. In some cases, the AI would say you shouldn’t spend a lot on your brand name. But there are periods where we have a competing airline really close to our markets which is pitted against our brand and then we go into defensive mode. So then we’d spend a higher percentage than we would normally on defending our own brand. “And there are times when a destination is underperforming for us. So we would invest more on it, be willing to lower the return on investment where the AI would be thinking like, ‘What are you doing? This doesn’t make sense.’ It’s thinking about the quickest steps towards a goal but that might not be what we need at that point. “There’s still a need for human beings.” Constantine von Hoffman,Managing Editor [Altudo-Newsletter-Ad-Image-300-X-250-pixels1]() AI writing tools [Best of the Bot: Identifying the latest trends in digital marketing]() [substitute-bot] See how MarTechBot responds to a prompt; and how the prompt could be improved. Programmatic advertising [How Icelandair used programmatic to increase bookings]() [Icelandair] Programmatic is typically used for top-of-the-funnel, brand awareness. Icelandair and its partners figured out how to get it to increase sales. Marketing management [Before you hire another marketer, do these 5 things first]() [Before-you-hire-another-marketer-do-these-5-things-first] Consider these cost-effective alternatives to expanding your team's capabilities and ensuring marketing success. Customer experience [Omnichannel loyalty: Crafting a seamless customer experience]() [Comarch-image0-min] Learn how your brand can thrive by embracing this strategy. Data webinar [Navigating the complex landscape of data]() [Rhetorik-3] Learn about data quality, ensuring compliance, and the importance of coverage from our Rhetorik specialists. Make informed decisions and achieve tangible business growth. [Sign me up!]() Social media marketing [X (Twitter) partners with Google Ad Manager]() [Shutterstock_2336200721] The social platform has decided to outsource the sale of some of its ad space following a 59% decline in ad revenue. [Snowflake-300x250_10_19_How_VICE_Media_Overcame_Inefficiencies_01a]() Marketing artificial intelligence (AI) [The rise of generative AI: A marketer’s guide to textual and visual AI content]() [Flower-fairy] The first in a series of articles looking at how text and visual genAI tools will become a critical part of the marketer's tool-kit. MarTech special reports [Why marketers should care about customer journey orchestration]() [CJOMIR_cover-1920x1080-1] CJO is essential to creating seamless customer experiences across all touchpoints. Here’s what you need to know. Marketing management [In this economy CMOs need to spend more on training, not tech]() [How-talent-and-martech-can-help-CMOs-with-economic-pressures] Marketers are only using 42% of their martech stack's capabilities. This is why they're struggling to demonstrate its ROI. On-demand access [Discover game-changing technology for free]() [teamwork-meeting-collaboration-ss-1920] Stop scouring the web for the latest marketing technology, strategies, and solutions: Unlock nearly 50 sessions, meetups, demos, keynotes, and more — all for free. No hidden fees. No expense reports. No excuses. [Grab your free pass]() From Search Engine Land - [Analysis: FAQ rich results show on 17% of Google SERPs, down from 54%]() - [Google unleashes October 2023 spam update]() - [Testing Meta’s AI-powered Advantage+ targeting: What we learned and what to expect]() - [LinkedIn unveils AI-powered tool that can create optimized ads in minutes]() - [Your SEO guide to finding and fixing broken internal links]() [mrtch.co/MTNewsletter]() Connect with us! [LinkedIn icon]() [Twitter icon]() [Facebook icon]() [Email icon]() [Martech: Martech is Marketing]() Reach the MarTech community. Learn about advertising/sponsorship [here](). This email was sent to {EMAIL}. [Unsubscribe.]() [We respect your privacy.]() This email was sent by MarTech - a Third Door Media, Inc. publication with headquarters at 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539 [Manage my subscriptions.]() © 2006-2023 Third Door Media. All Rights Reserved. Safelist us. [To ensure delivery to your inbox, add us to your address book.]()