For the last decade, the global marketing and MarTech industry has treated intelligence as a direct function of data volume. More data, more tracking, more identifiers and more history. The assumption has been simple: the more you know about an individual, the more relevant your experience can be. That model is now showing its limitations.
As artificial intelligence (AI) adoption accelerates across marketing, customer experience and digital, many organisations are discovering that aggressive data collection does not automatically translate to better outcomes. It can create fragile systems, regulator exposure and a growing trust deficit with customers.
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