Aiful human and AI value co-creation marketing
This examines how the financial company Aiful successfully shifted its marketing strategy from simply using AI for efficiency to achieving co-creation with AI as a business growth partner.
Facing challenges where traditional advertising metrics like CPA did not lead to increased contract rates, Aiful, in partnership with Google and others, redefined its key performance indicator (KPI) to focus on high-quality users indicated by "brand name search lifts." The core of the new approach involved humans setting the strategic direction and forming hypotheses—such as grouping customers into 35…
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