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NameProviderPurposeExpiryTypeomScrollHeightOptinMonsterSaves the user's screen
size in order to adjust the size of images on the
website.SessionHTMLcom.adobe.reactor.dataElementCookiesMigratedViceUsed in
context with the cache-function on the website, facilitating data transfer
between Adobe DTM onto Adobe Launch. PersistentHTMLccpaApplies [x2]Bloomberg
cdn.privacy-mgmt.comDetects users' geographical location, in order to determine
whether a Do Not Sell My Personal Information button or link should be
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1 yearHTTPconsentUUID [x3]Bloomberg
cdn.privacy-mgmt.comDetermines whether the user has accepted the cookie consent
box. 1 yearHTTPdnsDisplayed [x2]Bloomberg
cdn.privacy-mgmt.comDetects users' geographical location, in order to determine
whether a Do Not Sell My Personal Information button or link should be
displayed. This is a requirement in the California Consumer Privacy Act (CCPA).
1 yearHTTPAWSALBTG [x2]Vice
BloombergRegisters which server-cluster is serving the visitor. This is used in
context with load balancing, in order to optimize user experience. 7
daysHTTPAWSALBTGCORS [x2]Vice
BloombergRegisters which server-cluster is serving the visitor. This is used in
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daysHTTPSESS#The New York TimesPreserves users states across page requests.1
yearHTTPrc::aGoogleThis cookie is used to distinguish between humans and bots.
This is beneficial for the website, in order to make valid reports on the use of
their website.PersistentHTMLrc::cGoogleThis cookie is used to distinguish
between humans and bots. SessionHTML1.gifCookiebotUsed to count the number of
sessions to the website, necessary for optimizing CMP product delivery.
SessionPixelcsrftokenInstagramHelps prevent Cross-Site Request Forgery (CSRF)
attacks.1 yearHTTPli_gcLinkedInStores the user's cookie consent state for the
current domain180 daysHTTPTLTSIDMarketingprofsPreserves the visitor's session
state across page requests.SessionHTTPJSESSIONIDNew RelicPreserves users states
across page requests.SessionHTTPdatadomeThe New York TimesUsed in context with
the website's BotManager. The BotManager detects, categorizes and compiles
reports on potential bots trying to access the website.SessionHTTPnyt-gdprThe
New York TimesDetermines whether the user is located within the EU and therefore
is subject to EU's data privacy regulations. 1 dayHTTPtest [x2]Adobe Inc.Used to
detect if the visitor has accepted the marketing category in the cookie banner.
This cookie is necessary for GDPR-compliance of the website.
SessionHTTPfirebase-installations-database#firebase-installations-storeViceControl
cookie used in connection to the website’s Content Delivery Network
(CDN).PersistentIDB__cf_bmVimeoThis cookie is used to distinguish between humans
and bots. This is beneficial for the website, in order to make valid reports on
the use of their website.1 dayHTTPbscookieLinkedInThis cookie is used to
identify the visitor through an application. This allows the visitor to login to
a website through their LinkedIn application for example.1
yearHTTPASP.NET_SessionIdMarketingprofsPreserves the visitor's session state
across page requests.SessionHTTPASPSESSIONID#MarketingprofsPreserves users
states across page requests.SessionHTTPCookieConsentCookiebotStores the user's
cookie consent state for the current domain1 yearHTTP

Preference cookies enable a website to remember information that changes the way
the website behaves or looks, like your preferred language or the region that
you are in.

NameProviderPurposeExpiryTypecountry_codeC NetDetermines the preferred language
of the visitor. Allows the website to set the preferred language upon the
visitor's re-entry. SessionHTTPfly_deviceC NetUsed to determine the optimal
video quality based on the visitor's device and network settings.
SessionHTTPfly_geoC NetThe cookie determines the preferred language and
country-setting of the visitor - This allows the website to show content most
relevant to that region and language.SessionHTTPgeoEditionNBC UniversalThis
cookie is used to determine what country the visitor comes from - This allows
the website to set the language accordingly, if possible. The information can be
determined through the visitor’s IP-address. 1 dayHTTPnyt-aNY TimesUsed in
context with video and audio-content on the website. Contains any potential user
preferences or settings, so that they remain across visits and sub-pages. 1
yearHTTPX-GeoIP-Country-Code [x2]ViceThis cookie is used to determine the
preferred country setting selected by the
visitor.SessionHTTPX-GeoIP-Region-Code [x2]ViceDetermines the preferred language
of the visitor. Allows the website to set the preferred language upon the
visitor's re-entry. SessionHTTP

Statistic cookies help website owners to understand how visitors interact with
websites by collecting and reporting information anonymously.

NameProviderPurposeExpiryTypeomLastSeenOptinMonsterThis cookie is used to
determine if the visitor has visited the website before, or if it is a new
visitor on the website.PersistentHTMLomSessionPageviewsOptinMonsterThis cookie
is used to identify the frequency of visits and how long the visitor is on the
website. The cookie is also used to determine how many and which subpages the
visitor visits on a website – this information can be used by the website to
optimize the domain and its subpages.SessionHTMLomSessionStartOptinMonsterSets a
timestamp for when the visitor entered the website. This is used for analytical
purposes on the website. SessionHTMLomVisitsOptinMonsterThis cookie is used to
identify the frequency of visits and how long the visitor is on the website. The
cookie is also used to determine how many and which subpages the visitor visits
on a website – this information can be used by the website to optimize the
domain and its subpages.PersistentHTMLomVisitsFirstOptinMonsterThis cookie is
used to count how many times a website has been visited by different visitors -
this is done by assigning the visitor an ID, so the visitor does not get
registered twice.PersistentHTML_ga [x2]GoogleRegisters a unique ID that is used
to generate statistical data on how the visitor uses the website.2
yearsHTTP_ga_# [x2]GoogleUsed by Google Analytics to collect data on the number
of times a user has visited the website as well as dates for the first and most
recent visit. 2 yearsHTTPcollectGoogleUsed to send data to Google Analytics
about the visitor's device and behavior. Tracks the visitor across devices and
marketing channels.SessionPixelIXWRAPPERLiveRampIpBloombergCollects anonymous
data on the user's visits to the website, such as the number of visits, average
time spent on the website and what pages have been loaded with the purpose of
generating reports for optimising the website
content.PersistentHTMLIXWRAPPERMerkleIpBloombergCollects anonymous data on the
user's visits to the website, such as the number of visits, average time spent
on the website and what pages have been loaded with the purpose of generating
reports for optimising the website
content.PersistentHTMLAnalyticsSyncHistoryLinkedInUsed in connection with
data-synchronization with third-party analysis service. 30
daysHTTP_dc_gtm_UA-#GoogleUsed by Google Tag Manager to control the loading of a
Google Analytics script tag.1 dayHTTP_gidGoogleRegisters a unique ID that is
used to generate statistical data on how the visitor uses the website.1
dayHTTPcom.silverpop.iMA.page_visitIBMThis cookie is used to count how many
times a website has been visited by different visitors - this is done by
assigning the visitor an ID, so the visitor does not get registered twice.1
dayHTTPcom.silverpop.iMA.sessionIBMRegisters statistical data on users'
behaviour on the website. Used for internal analytics by the website operator. 1
dayHTTPcom.silverpop.iMAWebCookieIBMRegisters statistical data on users'
behaviour on the website. Used for internal analytics by the website operator.
1000 daysHTTPbrowser_idLinkedinUsed to recognise the visitor's browser upon
reentry on the website.5 yearsHTTPpersonalization_idTwitter Inc.This cookie is
set by Twitter. The cookie allows the visitor to share content from the website
on his/her Twitter profile.400 daysHTTP@firebase/performance/configViceRegisters
the website's speed and performance. This function can be used in context with
statistics and
load-balancing.PersistentHTML@firebase/performance/configexpireViceRegisters the
website's speed and performance. This function can be used in context with
statistics and load-balancing.PersistentHTMLTEST_AMCV_COOKIEAdobe Inc.Registers
statistical data on users' behaviour on the website. Used for internal analytics
by the website operator. 2 yearsHTTPvuidVimeoCollects data on the user's visits
to the website, such as which pages have been read.2
yearsHTTP__utmaGoogleCollects data on the number of times a user has visited the
website as well as dates for the first and most recent visit. Used by Google
Analytics.2 yearsHTTP__utmbGoogleRegisters a timestamp with the exact time of
when the user accessed the website. Used by Google Analytics to calculate the
duration of a website visit.1 dayHTTP__utmcGoogleRegisters a timestamp with the
exact time of when the user leaves the website. Used by Google Analytics to
calculate the duration of a website visit.SessionHTTP__utmdGoogleThis cookie is
used to assign specific visitors into segments, this segmentation is based on
visitor behavior on the website - the segmentation can be used to target larger
groups.1 dayHTTP__utmvGoogleSaves user-defined tracking parameters for use in
Google Analytics.SessionHTTP__utmzGoogleCollects data on where the user came
from, what search engine was used, what link was clicked and what search term
was used. Used by Google Analytics.6 monthsHTTP_sp_v1_dataBloombergPart of
third-party consent management platform (CMP) – The cookies gather data on the
user’s interaction with the website’s consent tool, in order to present the best
version of the consent-tool. 30 daysHTTP_sp_v1_ssBloombergPart of third-party
consent management platform (CMP) – The cookies gather data on the user’s
interaction with the website’s consent tool, in order to present the best
version of the consent-tool. 30 daysHTTPtdGoogleRegisters statistical data on
users' behaviour on the website. Used for internal analytics by the website
operator. SessionPixel_omappvpOptinMonsterThis cookie is used to determine if
the visitor has visited the website before, or if it is a new visitor on the
website.11 yearsHTTP_omappvsOptinMonsterThis cookie is used to determine if the
visitor has visited the website before, or if it is a new visitor on the
website.1 dayHTTPSilverpop_cookie [x2]IBMRegisters statistical data on users'
behaviour on the website. Used for internal analytics by the website operator.
SessionHTTP

Marketing cookies are used to track visitors across websites. The intention is
to display ads that are relevant and engaging for the individual user and
thereby more valuable for publishers and third party advertisers.

NameProviderPurposeExpiryTypejkidd-pThe New York TimesUsed to remember which
articles or blog content the visitor has read on website.SessionHTTPjkidd-sThe
New York TimesUsed to remember which articles or blog content the visitor has
read on website.SessionHTTPomFoldersSeenOptinMonsterUsed in context with the
website’s pop-up questionnaires and messengering. The data is used for
statistical or marketing purposes.PersistentHTMLyoubora.accCodeBloombergPresents
the user with relevant content and advertisement. The service is provided by
third-party advertisement hubs, which facilitate real-time bidding for
advertisers.SessionHTMLyoubora.dataBloombergPresents the user with relevant
content and advertisement. The service is provided by third-party advertisement
hubs, which facilitate real-time bidding for
advertisers.SessionHTMLyoubora.dataTimeBloombergPresents the user with relevant
content and advertisement. The service is provided by third-party advertisement
hubs, which facilitate real-time bidding for
advertisers.SessionHTMLyoubora.sessionBloombergPresents the user with relevant
content and advertisement. The service is provided by third-party advertisement
hubs, which facilitate real-time bidding for
advertisers.SessionHTMLyoubora.sessionExpireBloombergPresents the user with
relevant content and advertisement. The service is provided by third-party
advertisement hubs, which facilitate real-time bidding for
advertisers.PersistentHTMLyouboraOffline.viewsBloombergPresents the user with
relevant content and advertisement. The service is provided by third-party
advertisement hubs, which facilitate real-time bidding for
advertisers.PersistentHTMLbitoBeeswaxSets a unique ID for the visitor, that
allows third party advertisers to target the visitor with relevant
advertisement. This pairing service is provided by third party advertisement
hubs, which facilitates real-time bidding for advertisers.13
monthsHTTPbitoIsSecureBeeswaxPresents the user with relevant content and
advertisement. The service is provided by third-party advertisement hubs, which
facilitate real-time bidding for advertisers.13
monthsHTTPcheckForPermissionBeeswaxDetermines whether the visitor has accepted
the cookie consent box. 1 dayHTTPfbssls_# Meta Platforms, Inc.Collects data on
the visitor’s use of the comment system on the website, and what blogs/articles
the visitor has read. This can be used for marketing purposes.
SessionHTMLlastExternalReferrer Meta Platforms, Inc.Detects how the user reached
the website by registering their last
URL-address.PersistentHTMLlastExternalReferrerTime Meta Platforms, Inc.Detects
how the user reached the website by registering their last
URL-address.PersistentHTMLad/N1057.Adventive/B1065339.6;sz=100x100;ord=1567GooglePendingSessionPixelIDEGoogleUsed
by Google DoubleClick to register and report the website user's actions after
viewing or clicking one of the advertiser's ads with the purpose of measuring
the efficacy of an ad and to present targeted ads to the user.1
yearHTTPtest_cookieGoogleUsed to check if the user's browser supports cookies.1
dayHTTPgiphyPingbackIdGiphy SupportUsed to track the visitor's usage of GIFs -
This serves for analytical and marketing
purposes.SessionHTMLads/ga-audiencesGoogleUsed by Google AdWords to re-engage
visitors that are likely to convert to customers based on the visitor's online
behaviour across websites.SessionPixelNIDGooglePending6
monthsHTTPpagead/1p-user-list/#GoogleTracks if the user has shown interest in
specific products or events across multiple websites and detects how the user
navigates between sites. This is used for measurement of advertisement efforts
and facilitates payment of referral-fees between
websites.SessionPixelddm/activity/src=5290727;dc_pre=CIfztauR7IQDFWRGHgId7CIOng;type=allpa0;cat=nyti-0;ord=1;num=4566440480266;npa=1;u17=https%3A%2F%2Fwww.nytimes.com%2Fvideo%2Fplayers%2Foffsite%2Findex.html%3FvideoId%3D100000005082185;pscdl=denied;gtm=45fe4360z877453004za20GooglePendingSessionPixelddm/activity/src=5290727;dc_pre=CK6987Dq64QDFfhWkQUdqS4Bxg;type=allpa0;cat=nyti-0;ord=1;num=430166188551;npa=1;u17=https%3A%2F%2Fwww.nytimes.com%2Fvideo%2Fplayers%2Foffsite%2Findex.html%3FvideoId%3D100000005082185;pscdl=denied;gtm=45fe4360z877453004za201GooglePendingSessionPixelddm/activity/src=5290727;dc_pre=CM_B4rTm64QDFehTkQUdN58FQA;type=allpa0;cat=nyti-0;ord=1;num=7657674864286;npa=1;u17=https%3A%2F%2Fwww.nytimes.com%2Fvideo%2Fplayers%2Foffsite%2Findex.html%3FvideoId%3D100000005082185;pscdl=denied;gtm=45fe4360z877453004za20GooglePendingSessionPixelddm/activity/src=5290727;dc_pre=CM-gocHl64QDFdVLkQUdNW4G8A;type=allpa0;cat=nyti-0;ord=1;num=4004523957274;npa=1;u17=https%3A%2F%2Fwww.nytimes.com%2Fvideo%2Fplayers%2Foffsite%2Findex.html%3FvideoId%3D100000005082185;pscdl=denied;gtm=45fe4360z877453004za20GooglePendingSessionPixelddm/activity/src=5290727;dc_pre=CNH1-pDm64QDFTtLkQUdzmACLQ;type=allpa0;cat=nyti-0;ord=1;num=7621333124386;npa=1;u17=https%3A%2F%2Fwww.nytimes.com%2Fvideo%2Fplayers%2Foffsite%2Findex.html%3FvideoId%3D100000005082185;pscdl=denied;gtm=45fe4360z877453004za20GooglePendingSessionPixelddm/activity/src=5290727;dc_pre=CNOe_tjl64QDFdxNkQUd1TcBkw;type=allpa0;cat=nyti-0;ord=1;num=9360342717432;npa=1;u17=https%3A%2F%2Fwww.nytimes.com%2Fvideo%2Fplayers%2Foffsite%2Findex.html%3FvideoId%3D100000005082185;pscdl=denied;gtm=45fe4360z877453004za20GooglePendingSessionPixelddm/activity/src=5290727;dc_pre=COragu_t64QDFcxbkQUdD8IC2g;type=allpa0;cat=nyti-0;ord=1;num=9734008440083;npa=1;u17=https%3A%2F%2Fwww.nytimes.com%2Fvideo%2Fplayers%2Foffsite%2Findex.html%3FvideoId%3D100000005082185;pscdl=denied;gtm=45fe4360z877453004za20GooglePendingSessionPixelddm/activity/src=5290727;dc_pre=COvVwcPl64QDFbpLkQUdeJYD3A;type=allpa0;cat=nyti-0;ord=1;num=4841431757309;npa=1;u17=https%3A%2F%2Fwww.nytimes.com%2Fvideo%2Fplayers%2Foffsite%2Findex.html%3FvideoId%3D100000005082185;pscdl=denied;gtm=45fe4360z877453004za20GooglePendingSessionPixelbcookieLinkedInUsed
by the social networking service, LinkedIn, for tracking the use of embedded
services.1 yearHTTPli_sugrLinkedInCollects data on user behaviour and
interaction in order to optimize the website and make advertisement on the
website more relevant. 3 monthsHTTPlidcLinkedInUsed by the social networking
service, LinkedIn, for tracking the use of embedded services.1
dayHTTPUserMatchHistoryLinkedInUsed to track visitors on multiple websites, in
order to present relevant advertisement based on the visitor's preferences. 30
daysHTTP_fbp [x3] Meta Platforms, Inc.Used by Facebook to deliver a series of
advertisement products such as real time bidding from third party advertisers.3
monthsHTTP_ccmsiBomboraUsed to track which users have shown interest in what job
postings. The cookie ensures that the most relevant job postings are shown to
the specific user. PersistentHTMLadEditionNBC UniversalTargets ads based on
behavioural profiling and geographical location.1 dayHTTPnyt-jkiddThe New York
TimesUsed to remember which articles or blog content the visitor has read on
website.SessionHTTPnyt-purrThe New York TimesUsed to remember which articles or
blog content the visitor has read on website.1
yearHTTP__tea_cache_first_#sf16-website-login.neutral.ttwstatic.comUsed by the
social networking service, TikTok, for tracking the use of embedded
services.PersistentHTML__tea_cache_tokens_#sf16-website-login.neutral.ttwstatic.comPendingPersistentHTML__tea_sdk_ab_version_#sf16-website-login.neutral.ttwstatic.comCollects
data on visitors' preferences and behaviour on the website - This information is
used make content and advertisement more relevant to the specific visitor.
PersistentHTML__tea_session_id_#sf16-website-login.neutral.ttwstatic.comUsed by
the social networking service, TikTok, for tracking the use of embedded
services.SessionHTMLHYBRID_SLARDAR_WEBtiktok_pns_web_runtimesf16-website-login.neutral.ttwstatic.comUsed
by the social networking service, TikTok, for tracking the use of embedded
services.PersistentHTMLPUMBAA_FREQsf16-website-login.neutral.ttwstatic.comUsed
by the social networking service, TikTok, for tracking the use of embedded
services.PersistentHTMLSLARDARtiktok_web_embedsf16-website-login.neutral.ttwstatic.comUsed
by the social networking service, TikTok, for tracking the use of embedded
services.PersistentHTMLSLARDARwebmssdksf16-website-login.neutral.ttwstatic.comUsed
by the social networking service, TikTok, for tracking the use of embedded
services.PersistentHTMLxmsisf16-website-login.neutral.ttwstatic.comUsed by the
social networking service, TikTok, for tracking the use of embedded
services.PersistentHTML1/i/adsct [x2]Twitter Inc.Collects data on user behaviour
and interaction in order to optimize the website and make advertisement on the
website more relevant. SessionPixeli/adsct [x2]Twitter Inc.The cookie is used by
Twitter.com in order to determine the number of visitors accessing the website
through Twitter advertisement content. SessionPixelmuc_adsTwitter Inc.Collects
data on user behaviour and interaction in order to optimize the website and make
advertisement on the website more relevant. 400 daysHTTPmsToken [x2]Tiktok
sf16-website-login.neutral.ttwstatic.comCollects visitor data related to the
user's visits to the website, such as the number of visits, average time spent
on the website and what pages have been loaded, with the purpose of displaying
targeted ads.10 daysHTTPttwidTiktokUsed by the social networking service,
TikTok, for tracking the use of embedded services.1 yearHTTPguest_idTwitter
Inc.Collects data related to the user's visits to the website, such as the
number of visits, average time spent on the website and which pages have been
loaded, with the purpose of personalising and improving the Twitter service.400
daysHTTPguest_id_adsTwitter Inc.Collects information on user behaviour on
multiple websites. This information is used in order to optimize the relevance
of advertisement on the website.400 daysHTTPguest_id_marketingTwitter
Inc.Collects information on user behaviour on multiple websites. This
information is used in order to optimize the relevance of advertisement on the
website.400 daysHTTPi/jot/embedsTwitter Inc.Sets a unique ID for the visitor,
that allows third party advertisers to target the visitor with relevant
advertisement. This pairing service is provided by third party advertisement
hubs, which facilitates real-time bidding for
advertisers.SessionPixelRichHistoryTwitter Inc.Collects data on visitors'
preferences and behaviour on the website - This information is used make content
and advertisement more relevant to the specific visitor.
SessionHTMLsailthru_pageviewsak.sail-horizon.comSets a unique ID for the
visitor, that allows third party advertisers to target the visitor with relevant
advertisement. This pairing service is provided by third party advertisement
hubs, which facilitates real-time bidding for advertisers.1
dayHTTPsailthru_visitorak.sail-horizon.comSets a unique ID for the visitor, that
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HOW MARKETERS ARE GETTING AI ALL WRONG (AND WHAT TO DO ABOUT IT)

by Aaron Templer


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Maybe one day I'll regret saying this as I'm begging John Connor to let me in
one of his bunkers to escape the machines, but here goes: Marketers, there is no
real AI, let alone an inherent threat from it.

And so-called AI doesn't threaten anything. The people developing and using it
do.


AI MISCONCEPTIONS IN MARKETING

Although plenty of tech critics, academics, and scientists outside the marketing
realm seem to have clear bearings about so-called AI, what I'm seeing and
hearing from most of the marketing world feels very one-sided, and not very
critical.

On the one hand, marketers are jumping on the bandwagon, just like we do for any
other fad, rushing to claim the right to be among the first to master the tech
before grappling with whether it actually adds value (or is ethical). On the
other, we're freaked out about the threat of its taking our jobs or transforming
our marketing departments outside of our control.

It's frustrating to watch: While unions strike and artists file lawsuits over
this issue, marketers wring their hands about so-called AI threatening marketing
jobs and making our marketing departments obsolete, while using AI to do
marketing.

I don't quite understand that dichotomy, or how marketers seem hell-bent on
contributing to a constructed problem that makes our professional lives worse,
self-fulfilling a fate of our own making.

And although that's a sentiment Sarah Connor could get behind, the tech isn't
exactly a Cyberdyne-level breakthrough.


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Focusing on what most of the marketing world is using—so-called generative
AI—the tech is, as leading scholar Emily Bender puts it, nothing more than
algorithms that are "haphazardly stitching together sequences of linguistic
forms…according to probabilistic information."

They don't learn, nor do they reference any meaning at all. They're expensive,
energy-hungry autocompletes—literally, in the case of large language models
(LLMs), and figuratively, in the cases of image and video generators.

Dr. Bender co-authored a seminal paper called "On the Dangers of Stochastic
Parrots: Can Language Models Be Too Big?" which seems to be required reading in
many communities seeking meaningful dialog about LLMs and AI. But I haven't
heard a peep about it in marketing circles.

I have a hunch that's in part because of the term "stochastic parrots." Although
that is a near-perfect term for LLMs, a marketer trumpeting expertise of a tool
with a name that indicates backward-looking ideas that repeat old stuff wouldn't
exactly stand out on LinkedIn.


AI'S IMPACT ON CONTENT, CREATIVITY, MARKETERS, AND MARKETING

It'd be one thing if our irrationality resulted in something that transformed
the value we deliver to our brands and clients. But, so far, the output is
filled with errors and biases, and it's straight-up crap content that's
probably, in large part, stolen.

I'm not sure what generative content you're consuming, but from what I see, no
one with a modicum of taste wants any part of it (including, it should be
more-than-noted, our customers).

But, with our biases firmly implanted, too few among us want to admit that what
we're bragging about mastering is little more than a bullshit generator. Or as
someone in my Mastodon feed called it, "mansplaining as a service: superficially
plausible but totally fabricated nonsense presented with unflagging confidence."



I wish I had come up with that. Maybe I'll just start saying I did—you know, as
is my prerogative as a man. If I can't get away with that, I'll just say I came
up with it after asking an LLM, which is, apparently, today's acceptable
off-ramp from plagiarism.

Anyway, if you or your teams are using these digital mansplainers not as actual
content creators but as brainstorm partners, content kick-starters, or
pitch/demo creators to be faster than taking the time to go through these
processes the old-fashioned way, then it seems to me you're abandoning the value
that separates your work from the commoditized.

Those processes are what give content meaning, fill in gaps, and ignite
connections. Abandon that, and you're abandoning the creative process itself.
Creativity is process, and it beats bullshitting any day.


MARKETERS ARE BEING USED

AI companies are using us and these well-honed processes in a sucker's game: By
operating these algorithms, you give them more information to increase the
probability that they sound and look more correct. That, of course, results in
more reasons to continue to fear the worst about our future as marketers. As a
bonus to this inside-out doom loop, you're facilitating the stealing of your
brands' and your clients' hard-earned copyrighted content.

It was bad enough when we were providing all that to the AI companies for free.
Now we're actually paying them for the privilege. Make it make sense.

In what should be the clearest manifestation of this doom loop, take marketers'
incessant practice of contributing—for free—to LinkedIn's collaborative
articles. Why are you doing it? I'll tell you: so LinkedIn can build its
algorithms to write articles for you. You're helping LinkedIn make you obsolete.


MAKING OUR WORK HARDER AND UNDERMINING MARKETING INTEGRITY

It's also glaring when marketers sing the age-old tune about how difficult it is
to "cut through the noise" while using these algorithms to help make
exponentially more noise. That's one of the more urgent calls to action about
so-called generative AI: More content, less time. "Don't fall behind! Your
competition is going to be more efficient than you."

No one seems terribly concerned about the tradeoff, though: In this rush to use
a tool that spits out more meaningless content than has ever been possible,
we're making it harder for search engines to find our and our clients' brands.

And in the process we're making the world in general a little shittier, too, as
people everywhere are more challenged than ever to find accurate information
online.

Is this why you got into marketing? To be a spammer? To leave the digital
landscape worse than how you found it? I shouldn't have to point this out, but
we should try to elevate our craft above the stereotypes of clickbait and
spam-slinging—if we want to remain relevant. And fulfilled.

Please hear me when I say that what you do as a profession is so much more
worthy than what the companies who hype this technology want you to believe. By
doing what they tell you, you're commoditizing your work and doing theirs for
them.


ETHICAL CONCERNS ABOUT USING AI IN MARKETING

I also need help unraveling what I see as ethical hypocrisy when we use these
tools as marketers, as well.


AI AND INCLUSION: BIAS IN ALGORITHMS

Here's one that screams the loudest to me: If you're interested in inclusion and
equity, like so many of us proclaim for our brands and clients, with our DEI
pledges and MLK quotes, and links to inclusive marketing courses we've
completed, publishing content from these algorithms participates in perpetuating
real, tangible harm by way of racial, gender, and other biases.

So serious is this issue that it motivates NYU professor and author Meredith
Broussard to call algorithmic bias "the civil rights issue of our time."

I encourage you to dig into this topic if you haven't already and ask yourself
what your ethical duty is when you knowingly publish content of this ilk or even
give the tools more juice by using them at all.

Here are a few more names to follow if you're interested in this issue: Abeba
Birhane, Rediet Abebe, Rumman Chowdhury, Safiya Noble, Timnit Gebru, Karen Hao,
Mehtab Khan, Joy Buolamwini, and Seeta Peña Gangadharan.

Read about them, and you'll get an undeniable sense of déjà vu: The people most
trying to sound the alarms about the ethical issues of so-called AI are black
women and other women of color, and—surprise—they're being ignored.


SUSTAINABILITY AND AI: ENVIRONMENTAL CONSIDERATIONS

Speaking of alarms: The snooze button on the climate change doomsday clock that
we keep hitting? AI isn't exactly Greta Thunberg on that front.

One of the more popular tools, ChatGPT, currently consumes the same amount of
energy as 33,000 homes, and even those profiting from this enormous cost to our
livable world are concerned about the energy crisis they're driving us headlong
into.

I have no doubt that many a marketer has asked these algorithms to generate or
help them generate ESG or other green content for their brands and clients,
burning four to five times more carbon than a search query would, using a model
that took as much carbon to train as the lifetime of five cars (including the
manufacturing of them).

Likewise, I'm sure some have asked an image generator—which research has shown
to be more energy-hungry than LLMs—to create a background image for an Earth Day
ad or social media post, burning as much carbon as charging a mobile phone in
the process.

Some of us are just doing this for fun: Hey look! It's Olivia Rodrigo with
wrinkles! It's Elderly Mutant Ninja Turtles!

From my perspective, so-called generative AI is just energy-hungry algorithms in
a competitive industry with a really effective hype machine to drive investor
interest. They do so with threats and bold claims about their power and ability,
counting on the oldest of human biases that language equals intelligence, and
the oldest of marketers' fears about falling behind the curve, to succeed.

In the end, it seems we marketers have been the victims of effective branding.
To marketers, AI should stand for "Actual Irony."


CHOOSING INTEGRITY OVER TRENDS, REJECTING FLAWED AI TOOLS, TAKING PRACTICAL
STEPS

So, what to do? First, recognize that what you're worried about is not
inevitable. You don't have to surrender your craft or the joy you find in it to
Silicon Valley. Nor do you have to surrender your ethics. You have a choice.

Once that's behind you, you can choose to not use so-called generative AI. It's
OK. You really can opt out and still stay competitive and innovative. Let your
competition race to the bottom. You keep increasing your value.

Next, you can tap into that rebel spirit that's somewhere in all marketers and
actively resist the hype. Talk it back down to reality when you can. Wrestle the
narrative away from tech billionaires and VC fund managers. Point people to the
scholars and activists who use peer-reviewed work to articulate the actual,
here-and-now abilities and dangers of the tech.

Then: follow, support, and amplify the work of some alternative AI groups like
The Distributed AI Research Institute (DAIR) and Black In AI.

There are ethical paths to AI that brilliant people are dedicating their
professional lives to, and the loudest voices don't have to be the only ones in
this process.

And last, demand that AI policy include some teeth and not just PR platitudes.
(Marketers, of all people, certainly know how to spot those.) Specifically, we
should demand that AI companies be transparent about their training data sets.

If we know where the people developing these tools are choosing to scrape the
training data from, we can hold them accountable to applicable laws and allow
objective parties the pathways they need to evaluate and fix the systemic biases
in the algorithms.

How? For one, supporting the AI Foundation Model Transparency Act. We can
communicate with our representatives about it, but locally we can also request
support for this issue and other transparency actions from our professional
associations.

Why hasn't the Association of National Advertisers, or the Public Relations
Society of America, or the American Marketing Association taken a stand on this
issue?

By demanding associations take up the larger issues instead of just providing
tactical how-to seminars, we can ask that they actually represent us, not
algorithms and the corporate interests behind them.

If politics and community agitation aren't your jam, can we at least think and
engage in dialogue critically with each other? Make some room for contrary
information?

Maybe the start we need is to just help each other not be suckers to bad
marketing.


MORE RESOURCES ON AI'S IMPACT ON MARKETING

Generative AI: What Keeps Me Up at Night

Marketers' Biggest Concerns About AI

ChatGPT Has Turned 1: What Have We Learned From AI's Breakout Year?

When AI Is Too Much: How to Balance Human and AI Marketing

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ABOUT THE AUTHOR

Aaron Templer is the owner of Three Over Four, a Denver-based full-service
branding and digital marketing agency. His debut book is Leading in a Social
World—a seven-time award winner that, as Readers' Favorite Book Reviews put it,
"turns our perception of social media marketing on its head."

LinkedIn: Aaron Templer

Mastodon: @aarontempler

 


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