Joined by Martin Broadhurst, a consultant on AI and owner of Broadhurst Digital, the discussion dives into the evolving role of generative AI in analytics. They explore how AI can enhance data democratization while navigating its complexities. Martin emphasizes the importance of understanding AI's limitations and cautions against total reliance on it. Conversations also touch on the intricacies of Marketing Mix Modeling versus traditional methods, and the necessity of human expertise in achieving effective data analysis outcomes. Expect a blend of insights and humor throughout!