The marketer as advisor guides and supervises largely autonomous campaign development rather than reviewing every individual output. AI can generate audiences, creative, channel distribution, experimental designs, and launch operations, while marketers define direction and manage exceptions. section 9.3.5
An effective advisory workflow gives marketers:
- Notifications that request review when suggestions are generated. section 9.3.5
- Inspection capabilities for questioning recommendations and understanding explanations. section 9.3.5
- Guidelines and rules that constrain generation toward useful, compliant recommendations. section 9.3.5
- Business objectives and marketing strategies that determine what the AI should optimize. section 9.3.5
Mass personalization
A personalization system can generate a bespoke message for every customer. Marketers establish generation guidelines and review anomalous or high-risk messages rather than inspecting every message individually. section 9.3.5
