De-Bullshitting AI: Lessons from Two Decades of Exploring Humans

Michal Pastier prepared for an exhibition drive at the Le Mans Classic in a restored Datsun by practising in Gran Turismo 7 and studying how AI learns. But he wants to stay in the driver's seat himself. He has worked with AI in marketing since 2016, when he came up with the Centaur concept of human and AI teams. In this talk he shows why AI trained on generic marketing articles recommends the average, and what a brave marketer has to add.

You'll learn how to find your tribe instead of a target group, why chasing novelty creates sameness and why a brand needs an irrational feature. Michal illustrates it with campaigns for GymBeam, Be Lenka and ČSOB with the Czech police, explains the avocado principle and argues that marketers should be driven by questions more than by data.