Artificial intelligence (AI) is something that marketers should closely examine. When ChatGPT language model supplied inaccurate information about various themes in the middle of February 2023, Microsoft had a difficult time. Many false statements were made during a pre-recorded presentation of the technology’s integration with Bing regarding the offerings and financial performance of The Gap and Lululemon. Microsoft’s stock dropped 5%, from $272 on February 14 to $258 on February 17. A $100 billion decline in market capitalization occurred.

My career in artificial intelligence (AI) began as a machine learning and data mining researcher at City University, so I wasn’t shocked to see that the technology’s limits can knock many people’s inflated expectations of what AI can do. Marketers need to understand that both humans and machines are capable of making mistakes. AI can also make amazing things possible, like the hilarious video in which Mr Bean takes Charlize Theron’s role in her advert for Dior.

I’ve written more about AI risks, and its potential rewards, on the CCgroup blog.