NEWS FROM OUR PARTNER THE EXCHANGE Acxiom Fall 2023 to AI Success 5 AI thrives on high-quality, ethical data. Without 3 it, it’s just “garbage in, 5 pillars to data readiness for garbage out.” As the AI brands embracing AI. revolution continues, a AI isn’t a substitute for good renewed emphasis on Value For brands today, data data or for good marketing. It’s just data quality is essential. readiness means recognizing Transparency The bigger and math. The tech will get smarter, but the Are you ready to join the more complex AI models get, the more fundamentals won’t change: brands the implications of AI on data opaque decision-making can become. need to create a value exchange that’s movement? use, and as a result, embracing Brands must prioritize transparency to worth it for the individual at the other clarify intellectual property and meet end of the customer experience. AI will responsible practices. Our the individual’s expectations. Is the data open new possibilities, but brands will consulting partner Acxiom, rightfully yours to use? Can you explain still need good data practices so they can understand their customers and the a leader in identity, customer the o昀昀er you made or how ads are chosen customers they’d love to have. data management, and the if customers ask? ethical use of data, shares a few om Data of the ways brands can prepare their data to be utilized with 2 Acxiom has been a leader in identity, arti昀椀cial intelligence. Fr customer data management, and the ethical use of data for Fairness The 昀椀ght against bias is more than 50 years, an ongoing one — whether it’s human 4 and helps brands bias or the kind that can 昀椀nd its way into improve millions of marketing algorithms. Brands must be vigilant against any use of data that could customer experiences lead to unfair, harmful, or discriminatory every day. 1 outcomes — not just at the point of interaction, but way down the line of any customer journey. Minimization It might sound counterintuitive to talk about data minimization given the staggering Quality This one doesn’t need much volumes of data AI can process. But Learn more explanation. As the volume and variety of brands can’t just pump information into a data points explode, the importance of data lake and worry about it later. The risks data quality and good data management of regulatory noncompliance and data grows, too. This is “garbage in, garbage breaches are serious — not to mention the about Acxiom on out” squared. So high-quality fuel is non- environmental impact of growing data AppExchange. negotiable. storage volumes. 10