AI cut a campaign to a day, but the real work was making sure no one wore a beret
Twilio’s CMO admits the real work was keeping AI from adding hats.
The story
Twilio claims AI reduced a two-week campaign process to one day, but emphasizes the unglamorous groundwork like data hygiene and integration is essential for real results.
Source: fortune.com
Our reading
Twilio’s CMO says AI cut a two-week campaign process down to a single day, but the real work was the ‘unsexy’ part—like making sure AI didn’t add berets to French models. That’s the kind of detail that makes you wonder: if AI can’t handle a hat, how does it handle your data? The company’s not in phase three, they’re in phase two, which is basically ‘we’re trying not to look foolish.’ But the real kicker is that they’re still using multiple AI models, like ChatGPT and Gemini, and no one’s really talking about how they all talk to each other. It’s like a party where everyone’s on different apps and no one’s texting the same person.
