Frank Buckler argues that businesses mistake isolated facts for truth. Real insight comes from finding causal relationships between actions and outcomes, which machine learning can extract from data. Causal AI reveals hidden patterns in marketing, sales, and customer experience that raw numbers alone can't show.
In a nutshell, businesses around the world make huge mistakes in decision-making and they don't even know about it. It's basically the, the wrong belief that fact means truth. Fact is just a singular thing, but what you are looking for is the consistent relationship between actions and outcomes. This is invisible. It is not in the data and you need to extracted from the data. Therefore, you need a machine learning technology. So the causal AI tech is basically applied for many different applications in marketing and sales. And CX AI is focusing one specific problem, is basically to gain better insights from customer feedback.
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