Most systems today are trained on:
- past campaign performance
- conversion data
- audience segments
All of which show up after intent already exists
So what happens when you apply AI?
You don’t get better decisions.
You get:
Faster optimization of the wrong thing
Here’s the part I can’t stop thinking about:
~80–90% of consumers are influenced by video before they buy…but almost no models use video consumption as a core input
That’s not a small gap. That’s a structural problem.
Instead of asking:
“How do we use AI better?”
We should be asking:
“What signals should AI actually learn from?”
Because in the end: AI isn’t the advantage. Better inputs are.
