Human in the Loop
AI can process more data than any team can. It still can’t decide what matters. In Human in the Loop, Marketeers Research and Smart Value™ sit down with senior leaders in revenue growth, analytics and research to explore where AI decision-making ends and human judgment begins, and what that means for FMCG brands across MENA and the GCC.
Susan Fader on What Two AI Reports Missed
Susan Fader, Founder, Fader Focus · MRS Research Hero
In conversation with Mariam Ghabrial, Marketing & PR Director, Marketeers & Smart Value™
Two of Susan Fader's clients compared her analysis with a report written by AI from the same interviews. Both AI reports missed the insight.
Susan has used AI in her qualitative work since 2014. In this episode she talks about why silence matters in an interview, where AI fits and where strategy still needs a person, using AI to question assumptions before a study starts, and why the moderator should be the one doing the analysis.