AI's Misguided Measurement: Focusing on Internal Efficiency Over Customer Value
MarTech Today · Sep 16 · 1 min read
What happenedCompanies are investing heavily in AI infrastructure but are measuring its success incorrectly, primarily focusing on internal productivity and efficiency gains. This approach misses the mark, as the true value of AI lies in its ability to enhance customer value, a metric that is often overlooked in current performance evaluations.
Why it matters for marketersThe massive investment in AI is being misdirected if the primary goal is internal efficiency rather than customer value. This disconnect between AI's application and its measurement risks undermining its potential to drive genuine business growth and customer loyalty.
Topics: ai strategy, customer value, ai measurement, business impact