The Double-Edged Sword of AI: How Scaling Your Input Can Make or Break Its Power
Ever wonder why some email marketing campaigns spiral into chaos while others hit the jackpot? It all boils down to one simple truth shared by Forrester’s Shar VanBoskirk during a recent AI keynote: “AI scales what you give it.” Sounds straightforward, right? But here’s the kicker—if your data stinks or your strategy is off, AI doesn’t just duplicate the problem; it supercharges it. This isn’t some newfangled tech hiccup either; it’s the classic “garbage in, garbage out” scenario on steroids. With AI tools flooding the marketing scene, many brands are suddenly facing some serious unintended blowups. So, how do you spot these pitfalls before they derail your email program? Let’s dive into the core reasons AI can turbocharge failure—and how you can flip the script. LEARN MORE.
During her opening keynote on the state of AI in email marketing at the ANA’s Email Excellence Center Committee Meeting in August, Forrester Research’s Shar VanBoskirk said, “AI scales what you give it.”
So, if you give it bad data, it scales that. And if you give it bad strategy, it scales that, too.
This isn’t a new concept, of course. AI has functioned this way since the early days of machine learning. Garbage in, garbage out. But with the proliferation of AI agents, this issue has risen to the surface again as more brands discover that their agents have gone off the rails and quickly produced significant unintended consequences.
Let’s break down these two major points of failure so it’s easier to recognize them before things go wrong.
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