107. Lessons about AI bias and what it means for businesses with marketing supremo Catherine Reed from SAP

Catherine Reed, Senior Marketing Director at SAP and PhD candidate in bias and AI for marketing, shares her expertise on using AI to enhance marketing strategies. Together with Dom Hawes, Catherine discusses the practical benefits of AI in customer scoring, its role in account-based marketing (ABM), and strategies to identify and manage bias in AI tools.

What you'll learn:

• How to make the most of AI-powered tools in marketing.
• Common pitfalls of bias in AI systems and how to mitigate them.
• Simple ways to start integrating AI into your marketing processes.
• The importance of collaboration between sales and marketing using technology.

Listen now to discover practical steps for improving marketing precision with AI.

About Catherine Reed

Catherine is a passionate and results-driven marketing leader with 12+ years of experience in the B2B software & technology industry. Her career spans across multiple disciplines in the marketing ecosystem and has led her to her current leadership role at SAP in Global Program Management.

She is currently completing a PhD in Artificial Intelligence at the University of Gloucestershire, with her research focusing on mitigating the propagation of bias through AI use in marketing. Her interests lie in a modern MarTech stack, next generation marketing technologies and how this translates into a better customer experience. She is inspired by possibility, driven by challenge...

Links 

Full show notes: Unicorny.co.uk

Watch the episode: https://youtu.be/h39dsfVnl9g

LinkedIn: Catherine Reed | Dom Hawes

Websites: SAP

Sponsor: Selbey Anderson

Other items referenced in this episode:

NotebookLM

Bishop, S. (2018). Anxiety, panic and self-optimization: Inequalities and the YouTube algorithm. Convergence

Luhang Sun, et al. (2024). Smiling women pitching down: auditing representational and presentational gender biases in image-generative AI. Journal of Computer-Mediated Communication

EU Artificial Intelligence Act