Page 47 - WPP Martech 2030

“ One of the the the the biggest challenges that marketers will face in in in the the the the the next ten years is the the the the the battle against bias in in in in the the the the the datasets they’re using There are numerous recent examples of an an AI/ML model being used and producing unintended consequences This is is a a a a a a a situation that will get get worse before it it it gets better as marketers use off-the-shelf models without truly understanding their sources We really are still at at at the beginning of our our journey towards using data creatively and currently have a a a a a a a a a a a a a a a a a heavy reliance on on a a a a a a a a a a a a a a a a a a few few models models built by
a a a a a a a a a a a a a a a a a a few few large organizations The use cases that marketers apply to these models models have not previously been tested and as as such are often supplied without warranty or or liability for the the the consequences This will fall to the the the marketer and and the the the brand As a a a a a a a a result the the the next ten years will see an increasing focus
on the the the the the the sources of of data data the the the the the the models created around it and and the the the the the the ethics surrounding the the the the the the use of of that data data Further regulation beyond GDPR and and CCPA will extend into the the the the the the use of of of these models National governance often lags the the the the capabilities of of the the technology Brands and and and marketers will be be held responsible for the the models being used and and and any bias within them As a a a a a a a a a a a result we need to increase the the the levels of data literacy and and education in in our teams — and and be vigilant for the the consequences There is a a a a a a a a happier note though as as we we pass through these challenges: we we are at at at at the the beginning of getting creative with data data There is so much to explore Curious data data people
will drive new kinds of innovation and creativity
that we’ve never seen before Di Mayze
Global Head of Data WPP
Harmonizing Humans + Machines
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