Can AI bring better insight than humans?

Twitter, a social media company, analysed whether Artificial Intelligence or humans provide better insights by pitting the two approaches against each other in an audience segmentation study in Japan.

Introduction

Engaging drama has conflicts. We see this drama across many industries today, where AI is changing the world and threatening our jobs. How is it changing the marketing research industry? Is AI stealing our jobs of finding insights? We believe that "finding insight" is one of the industry values we provide as an industry. Although the source of insight is evolving from interviews and surveys to big data, and AI is becoming more prevalent in the marketing process, humans still play a big role in the interpretation of insights. In this paper, we competed two approaches against each other,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands