AI & Bad Data

Artificial intelligence (AI) is the new competitive edge for marketing and communications leaders, and the race is on to implement the technology in the savviest, most effective way possible. Thanks to generative and agentic AI, consumers are discovering and interacting with brands in unprecedented ways, and traditional playbooks like SEO and counting clicks aren't as effective as they once were. Much like fighting fire with fire, marketers are now feeling pressured to wield AI to succeed in the AI era.

But in trying to keep up with competitors, I'm seeing many companies put the cart before the horse. They're eager to take advantage of AI's ability to analyze data, predict trends and make informed recommendations—but behind the scenes, they're still struggling to capture and operationalize data in the first place.

Without data integrity and maturity, AI won’t help anything. It will just deliver a bad result faster.

Please select this link to read the complete article from Forbes.