FEATURE6 May 2020

Mind meets machine

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AI Features Impact Technology

Pitting humans against computers – particularly prevalent in market research, where automation and data analytics have shaken things up so much – is the wrong approach. In the latest Impact Report, Tim Phillips explores how the best insight is gained when the two work in harmony.

In 2008, Chris Anderson, editor-in-chief of Wired, and the populariser of the ‘long tail’ model of marketing that captured the imagination of a million start-ups, turned his attention to what he called the ‘petabyte age’. This would represent, he ...