#data-architecture

#data-architecture

As each holding company and agency rushes to assemble its own version of an AI-driven platform, Horizon Media is pitching its version, Blu, as kind of the anti-black box consultancy that helps clients not only build campaigns but find pools of customers they may otherwise have missed. Overseen by Bob Lord, Horizon Media's president, and run by Domenic Venuto, Horizon's chief product and data officer, Blu is essentially a content marketing platform that uses a variety of LLMs to help the independent agency's clients determine broader business goals through the prism of media (creative inputs will come later - and more on that later), only on steroids.

Large Language Models aren't the issue. They just do what they were designed to do, which is to generate plausible responses based on statistical patterns. They can write fluent paragraphs, summarize documents, and even mimic strategic thinking. But they don't reason, and they don't verify. They only guess. If a model says that Company A acquired Company B, it's not referencing logic. It's assembling words based on probability.

A metadata-driven ETL framework enhances scalability and security in integrating various data sources through Azure Data Factory, reducing manual rework.