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Sophie Barwood

Making Marketing AI Reliable: How to Give AI the Tools to Prove Its Answers

Sep 17, 2026

This is the third article in our Making AI Reliable series, looking at what AI needs in order to provide trustworthy answers. To stop AI hallucinating, you need to provide ...
How To and Best Practice Guides Artificial Intelligence Generative AI

Sophie Barwood

How To Give AI Context to Accurately Interpret Marketing Performance

Sep 10, 2026

This is the second article in our series about making AI reliable, looking at what AI needs at each stage of a marketing analytics investigation. Knowledge of your data: AI ...
How To and Best Practice Guides Artificial Intelligence Generative AI

Sophie Barwood

Making Marketing AI Reliable: How Do I Give AI a Map of My Marketing Data?

Sep 3, 2026

This is the first in a three-part series on what AI needs to analyze marketing data reliably. Reliable marketing AI rests on providing three things: Knowledge of your data: ...