Future of Marketing Briefing: Epsilon’s quiet bet against the LLM gold rush

No one AI model class will do the best advertising for marketers without the skills of others. The future, according to Publicis Group-owned Epsilon, will be a carefully orchestrated ecosystem – a team of specialists not a single genius. 

Steve Nowlan, svp of decision sciences at Epsilon whose PhD is from Carnegie Mellon and whose thesis advisor was Geoffrey Hinton – the so-called godfather of neural networks and a Nobel Prize winner – has a favorite way of illustrating the mismatch. Imagine a college senior who has read everything on the internet. Every research paper, every Wikipedia entry, every forum thread. They walk into a room and seem, by almost any measure, extraordinarily smart. Now put them to work inside one of the most complex, fastest-moving financial markets in the world and watch what happens.

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