Introducing "In the Loop" - May 2024
Hello, and welcome. We’re really excited to bring you the 'In The Loop' newsletter from Loop Horizon – a monthly share of our unique perspectives on key data, marketing and technology challenges affecting professionals like you.
This month we share our thoughts on answering a question that we're hearing a lot at the moment - 'how much should we be using (Gen) AI?'. We've also included some particularly useful / thought provoking articles from the world of Data, Digital, Martech and Marketing.
We hope you’ll enjoy our monthly dose and don’t forget to invite your colleagues to follow us on LinkedIn.
I was recently at the AWS Exec Leaders Summit hearing from an amazing set of Gen AI pioneers. Two things struck me:
These two statements aren't necessarily at odds with each other. It may just be a matter of time.
There is obviously a massive amount of interest and early activity. But there seems to be a fundamental barrier for Gen AI applications to deliver on the full ambition:
My instinct is this challenge will be overcome, but not for a long time (think self-driving cars challenge). So with a 2-5 year timeframe, I suggest considering which areas of your business could benefit from Gen AI, where can it accelerate the sophisticated things your teams do, with their supervision or within contained safe boundaries... where can it enable them to do more and more quickly?
If you’re looking to understand how others are using Gen AI – take a look at what Google have just shared on top 101 case studies from Google Cloud clients.
Recommended by LinkedIn
We'd love to know how you think Gen AI will be impacting your business by 2027 - share your thoughts in our quick poll here and we'll share the results in the next edition.
You may have seen the (not so surprising) news that Google have added another delay to the end of third party cookies in its Chrome browser. Despite this, our view is that businesses should continue to press ahead and adapt to the inevitable change – the direction of travel is still clear, it’s just taking a bit longer than planned.
So we recommend making the most of the interactions with your customers (collecting, joining and utilising the data available) by maximising your first-party data marketing strategies. This will bring undoubted benefit, allowing you to deepen your relationship with your customers through enhanced targeting and personalisation, and giving you full control and ownership of your customer data.
We've seen (and written) some interesting articles recently - below are a few must-reads: