Marketers, Beware of Using ‘Digital Focus Groups’ for Human Insights

Noted advertising futurist Rishad Tobaccowala recently published an article in which he claims, in response to Bill Gates, that “AI will have far greater impact than the microprocessor, the PC, the internet and the mobile phone.” And he’s not wrong. AI will fundamentally change our lives. But there’s one problem: Brand managers are significantly misinterpreting…
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