Source: Search Engine Journal
As marketers deploy AI for audience targeting, the constraint is data quality, not compute power. AI systems amplify garbage inputs. Skydeo's research shows most brands feed machine learning models noisy, second-hand signals—mentions, vanity metrics—instead of actual behavioral data. AI optimization gets better at targeting the wrong people. This concentrates advantage among companies with proprietary first-party audience intelligence, while commodified AI tools become expensive ways to waste budget at scale.