AIMM Forum Members exchange practical experience, pressure-test critical decisions, explore ethical questions and help shape the next era of marketing in confidence, among peers.

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Led by Sharon Braude, Group Director Marketing Technology, Virgin Active.

Does more data actually lead to better decisions, or just bigger mistakes? Join Sharon Braude, Group Director Martech at Virgin Active, as she dismantles the myth of ‘more data = better data.’ Drawing on famous AI missteps – from Amazon’s recruiting tool to Google Gemini – Sharon will explore how biased data can misguide AI models. Learn how to balance data quantity with quality, discover positive data-informed AI use cases, and implement the necessary guardrails when training models on customer datasets.

Does More Data Improve Decision Making?