NAB CMO Suzana Ristevski is a touch emphatic after just completing a three-year, $45m grinding overhaul of the bank's marketing technology systems that has seen 95 per cent of the tools used by the marketing team switched out - a Pega decisioning engine and Tealium's customer data platform are among the new line-up. Now NAB is ready for the AI stuff. Ristevski acknowledges “inflicting a lot of pain” on the bank’s marketing team in the tech transformation and there’s more to come but "more exciting" as NAB works to embed machine learning and generative AI to deliver personalisation at scale that isn’t just “sending out rubbish”. She’s already sent out 10x more comms, now circling at 500m. But the bank is acutely aware of the risks posed by AI – and the strategy goes all the way up to the top. Tabcorp is onto its third in-house generative AI program and the creation of a centralised unit, Next Labs, to experiment - the problem with the other two was that they lied, or suffered “hallucinations”, per Chief Data & Analytics Officer Amy Shi-Nash. But Tabcorp can’t risk plugging into things like ChatGPT. The Monkeys and Accenture Song ANZ boss Mark Green, meanwhile, is back from Cannes where the AI banter was redlining on a "moral crisis" crisis for creativity, not dissimilar to the previous metaverse hype cycle. Green’s not worried. He reckons he’s slipped Accenture Song Global Creative Chair Nick Law an idea “that’s as good as any we’ve ever created” with generative AI at its core - and he says the client briefs are coming in from all angles. New York-based Law thinks there are new AI risks which will undermine the fascination and effectiveness of personalisation - namely, tonnes of mediocre messaging that will be created under the guise of 'right person, right time', unleashing a sea of sameness. NAB's Ristevski agrees.
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By Mi3 & iHeart Podcasts AustraliaNAB CMO Suzana Ristevski is a touch emphatic after just completing a three-year, $45m grinding overhaul of the bank's marketing technology systems that has seen 95 per cent of the tools used by the marketing team switched out - a Pega decisioning engine and Tealium's customer data platform are among the new line-up. Now NAB is ready for the AI stuff. Ristevski acknowledges “inflicting a lot of pain” on the bank’s marketing team in the tech transformation and there’s more to come but "more exciting" as NAB works to embed machine learning and generative AI to deliver personalisation at scale that isn’t just “sending out rubbish”. She’s already sent out 10x more comms, now circling at 500m. But the bank is acutely aware of the risks posed by AI – and the strategy goes all the way up to the top. Tabcorp is onto its third in-house generative AI program and the creation of a centralised unit, Next Labs, to experiment - the problem with the other two was that they lied, or suffered “hallucinations”, per Chief Data & Analytics Officer Amy Shi-Nash. But Tabcorp can’t risk plugging into things like ChatGPT. The Monkeys and Accenture Song ANZ boss Mark Green, meanwhile, is back from Cannes where the AI banter was redlining on a "moral crisis" crisis for creativity, not dissimilar to the previous metaverse hype cycle. Green’s not worried. He reckons he’s slipped Accenture Song Global Creative Chair Nick Law an idea “that’s as good as any we’ve ever created” with generative AI at its core - and he says the client briefs are coming in from all angles. New York-based Law thinks there are new AI risks which will undermine the fascination and effectiveness of personalisation - namely, tonnes of mediocre messaging that will be created under the guise of 'right person, right time', unleashing a sea of sameness. NAB's Ristevski agrees.
See omnystudio.com/listener for privacy information.
See omnystudio.com/listener for privacy information.
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