At The Drum's Predictions 2025 event, WPP's Daniel Hulme discussed the need for AI to address decision-making problems rather than the current emphasis on insight generation. Hulme cautioned against the potential for a tech bubble if AI is applied ineffectively. He proposed a refined definition of AI as 'goal-directed adaptive behavior', advocating for systems to learn from their decisions. His insights guide the application of AI at WPP, focusing on optimizing marketing processes through automation and intelligent decision-making instead of chasing emerging technologies for their own sake.
"We get very excited about emerging technologies, and then we try and apply those technologies to solving the wrong problem," he said, emphasizing that most organizations don't have insight problems but rather decision problems.
"Controversially, I would argue that if we held what we do in the industry to this definition [goal-directed adaptive behavior], one might argue that nobody's doing AI."
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