Good morning, is AI standing between consumers and brands?

A new study from Pega shows that consumers aren’t entirely on board when it comes to trusting AI technology – especially as it pertains to purchase decisions. In fact, the study found that the majority of consumers prefer engaging with actual people, and only about 25% would trust an AI system over a human.

As marketers, we know that AI and machine learning technology is taking over and enabling more efficient targeting and personalized experiences. But if consumers don’t trust it, and marketers need it, what are we to do? Brands wanting to make the most of AI should prioritize building trust and producing meaningful interactions with consumers – because after all, the tech isn’t going away any time soon.

The way people consume media is changing. Recent advances in targeting capabilities, AI, and personalization all play into the increasing fragmentation of digital screen types. A recent forecast by eMarketer says that screen time on mobile devices now exceeds TV – with mobile users spending eight minutes more on mobile per day. But even though audiences are spending less time on traditional TV, they’re still consuming a fair share of TV through OTT platforms, which naturally means more people are tuning in on handheld devices.  

There’s much more to read below, including a rundown of who’s climbing the executive ladder and a curated list of reading picks to keep your mind sharp through the weekend.

Taylor Peterson,
Deputy Editor


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On the Move

Etsy, Ruby Tuesday and Sun Basket score new CMOs

Ryan Scott has been named CMO at Etsy, starting June 24. Scott comes from the digital marketplace for pizza Slice and has nearly two decades of marketing and e-commerce experience with roles at Grubhub and SoulCycle. “His skill set is ideally suited to telling the story of what makes Etsy so special through growth initiatives aimed at attracting and building deeper relationships with customers,” said CEO Josh Silverman. Scott will be based in Etsy’s Brooklyn, NY office and report to Silverman.

The restaurant chain Ruby Tuesday, Inc. has named Jenifer Boyd  CMO. In her new role, Boyd will oversee the company’s marketing strategy, customer experience and advertising efforts for its 486 locations. “Her ability to integrate the operational and customer-facing aspects of marketing makes her an invaluable addition as our team continues to innovate and evolve the Ruby Tuesday experience in line with our guests’ expectations,” said president Marty Ritson about Boyd. Prior to joining Ruby Tuesday, Boyd served the EVP for the brand agency St. John & Partners, working with Zaxby’s.

Sun Basket, a meal delivery service, has hired two C-level roles: Jessica Jensen will join the company as CMO and Marc Friend as CFO. Jensen will be focused on revenue growth, brand strategy and omni-channel partnerships while Friend will oversee the company’s business model and lead the finance, accounting and HR departments. “Pairing Marc’s extensive background as a strategic CFO and venture investor, alongside Jessica’s deep expertise in brand marketing and the new social economy, I’m excited to work closely with them to make Sun Basket America’s favorite way to eat healthy meals,” said CEO Adam Zbar. Jensen comes to Sun Basket after five years as head of platforms, products and insights for Facebook.

What we're reading

We've curated our picks from across the web so you can retire your feed reader

Making our rules easier to understand – Twitter

(Why) I’m stepping down from my WordPress marketing role – Joost de Valk’s Blog

Taking a harder look at harassment – YouTube Official Blog

‘We can manage the mix better’: Why Getty took its marketing in-house – Digiday

Amazon, reeling from recent regulatory hurdles, pumps $404M into its India business – TechCrunch

Why the ads retailers don’t send are just as important as the ads they do – Retail Dive

5 Questions Brands Must Ask Their Agency About Location Data – Street Fight

Here’s why your mobile strategy needs a realignment – Mobile Marketer

AI In Advertising Should Not Be Another Black Box – AdExchanger