𝗛𝗮𝗿𝗻𝗲𝘀𝘀𝗶𝗻𝗴 𝗔𝗜 𝗳𝗼𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘂𝗰𝗰𝗲𝘀𝘀: 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗳𝗿𝗼𝗺 𝗳𝗼𝗿𝗺𝗲𝗿 𝗛𝗲𝗮𝗱 𝗼𝗳 𝗔𝗺𝗮𝘇𝗼𝗻 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝘀 (𝗔𝗧𝗦) In a future Culture by Numbers podcast, I sat down with Matthew Dwyer, CEO of Impact Lab AI, to discuss how marketers can effectively leverage AI within Amazon's advertising ecosystem. He highlights the importance of governance to align with strategy. As AI tools increasingly automate creative media execution, the question arises: where do humans add value? Dwyer emphasizes that while AI is a powerful tool, it is not a standalone solution. He states, "AI is a tool, not a solution," highlighting that human creativity and strategic thinking are essential in guiding AI's application. Dwyer points out that data serves as the fuel for AI, particularly within Amazon's ecosystem, which is rich in consumer insights. Brands can use this data to refine their strategies and achieve better results. However, the challenge often lies in navigating the overwhelming amount of data available. To combat this, Dwyer advocates a focused approach, advocating a "data diet" to extract meaningful insights without becoming bogged down by Big Data. Core Principles of Impact Lab AI: Dwyer outlines several core tenets that guide the mission of The Impact Lab: 1. 𝗗𝗲𝗽𝘁𝗵 𝗢𝘃𝗲𝗿 𝗕𝗿𝗲𝗮𝗱𝘁𝗵: Concentrating solely on Amazon's advertising and AWS stack for specialized expertise that drives business impact. 2. 𝗕𝗿𝗶𝗱𝗴𝗶𝗻𝗴 𝗠𝗲𝗱𝗶𝗮 𝗮𝗻𝗱 𝗧𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆: There are significant challenges between media-focused and technology-focused partners, and filling this void is necessary. 3. 𝗜𝗺𝗽𝗮𝗰𝘁 𝗢𝘃𝗲𝗿 𝗔𝗰𝘁𝗶𝘃𝗶𝘁𝘆: Unlike traditional consulting models that emphasize busy-work, prioritize tangible business results, rather than sheer activity levels. Dwyer candidly discusses the challenges brands face when incorporating AI into workflows. He emphasizes the importance of starting small and iterating rather than attempting to implement large-scale changes all at once. By focusing on a minimum viable product (MVP), brands can experiment and learn from initial implementations before scaling up. #podcast #techpodcast #media #technology #consulting #advice #AI #thinkbig #startsmall #advertising #adtech

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