Lean AI

Chapter 14. Human Versus Machine

All startups are on a mission to try to disrupt the status quo by coming up with better innovative solutions to solve an existing problem that hasn’t already been addressed. Growth teams have a similar mandate to continuously run as many experiments as possible to test, learn, and iterate to keep challenging the status quo to come up with new and improved ideas to acquire new customers. And everyone on a growth team is constantly in a race to become more intelligent and discover the next best thing that will give them the competitive edge to successfully scale up growth at their startup to hit their success metrics. Every new marketing technology innovation now is or will be leveraging AI, and the choice is how quickly startups will embrace it or get left behind.

We all know that AI is here to stay and more growth teams sooner or later will be using AI-enabled intelligent machine platforms as a key centralized element of their growth team. The future of Customer Acquisition 3.0 rests on the shoulders of intelligent machines orchestrating complex campaigns across and among key marketing platforms—dynamically allocating budgets, pruning creatives, surfacing insights, and taking actions autonomously. These machines hold the potential to drive great performance with a far more efficient, hands-off management approach powered by AI. Control your levers, focus on creative and strategy, and turn the drudgery and math over to the machines to get data-driven ...