If you can't prove where a record came from or that consent was captured, you can't defend what AI does with it. Emma Bowkett on why data control starts at entry, featured in Forbes.
A real live person used to check the list of lead and contact records before a campaign launched. Now AI agents can build that list and write the copy before pressing send themselves, so nobody spots the fake records or missing consent until the campaign is already live.
Our CEO, Emma Bowkett, discussed that shift in Gary Drenik‘s article for Forbes on why companies are solving the wrong AI data problem.
“An AI system can reason well but still produce a bad outcome if it was fed a contact record that was never real. Unfortunately, for most platforms today, nobody can say with certainty where a given contact originated, whether consent was properly captured or whether the record represents an actual person.”
Better activation tools won’t fix a record that was bad when it arrived. Every system downstream inherits the problem, so the control has to sit at the point of entry, before your AI touches a single lead or contact.
When you can show where each record came from and that you have consent to use it, you can defend the decisions your AI makes.
See Emma’s full take in Forbes: Read the full article