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Meshy Data Orgs: Data Teams in a Product-Thinking World with Sanjeevan Bala, Group Chief Data & AI Officer at ITV

Data Radicals

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Exploring the Use of AI and its Impact on Advertising and IP

This chapter explores practical examples of how AI is deployed in marketing, including building segments and lookalike models, as well as an interesting application of AI in injecting related ads during shows based on positive moments identified by an AI engine. The chapter highlights the importance of advertising effectiveness and the challenges of IP protection in the context of AI usage.

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