12/06/2025
The quandary of AI.
We have clients fully rejecting the use of AI and actually adding it to contracts as a reason for termination of services. And then we have others jumping up and down asking us to train them on how to better use these models.
Whilst many businesses are flat out rejecting or restricting the use of AI - at TDMC we are embracing it - where it makes sense to do so of course.
Certainly, the area where we see significant value is in the analysis of data and yes, in every instance we anonymise the data so that it cannot be linked to a specific client or even vertical for that matter.
These 2 graphs are a classic case in point. We were wanting to understand the correlation between site sessions and purchase behaviour in relation to time of day over a 3 month period. We also wanted to compare the current quarter to the prior period. A task that might have taken the entire morning (for those of us that are not excel gurus) literally took minutes to execute.
The prompt was very explicit - outlining the exact data in each column and the output we were looking for. The first output was an interactive set of charts however we wanted 1 static visualisation of the data. The revert resulted in these 2 slides which gave us everything we wanted to see.
Using AI as a collaborator, not a replacement for critical thinking is where the magic lies. In this example AI did the heavy lifting which meant we could spend more time thinking about the results, what they meant for our media buying strategy and how we could leverage the behavioural trends to optimise campaigns.
TOP TIP 👉🏼 Focus AI on tasks that will deliver benefit from speed gains, like initial drafts or data processing, rather than work requiring deep personal expertise or sensitive decision-making. When done right, ethical AI use frees up your time for higher-value work that only humans can do well.
In our world - the confluence of Actual Intelligence + Artifical Intelligence is when we see the real magic happen.
