Briggs, who leads the AI Leadership Coalition of MMA Global, a marketing industry association, taught the virtual course for marketers offered by the non-profit trade group last week. He’s the author of two books on marketing analytics, and co-author along with his son and AI researcher Caleb Briggs of the upcoming “The AI Conundrum” book, set to publish in August with pre-orders that put it on pace to be an Amazon business bestseller, Briggs said last week.
Briggs’ new role will include finding new product applications for AI and applying them to internal work processes, said Claritas CEO Mike Nazzaro. His consulting work already has included bringing PRIZM’s consumer segments to life as animated personas or agents that can allow Claritas or clients to query them for deeper insights to shape campaign creative and media strategies.
“If you want to increase business results with data and AI, Rex is the go-to thought leader,” said Kay Vizon, director of media for Kroger Co., in a statement. Claritas’ appointment of Briggs, “reinforces the company’s dedication to integrating AI in multiple ways and will play a vital role in helping its clients succeed in the future,” she said.
Briggs will unveil a prototype for a system that uses AI to give consumers more control of their data at a Dec. 7 “Clarity” event Claritas is holding in New York. Briggs said the plan is to help consumers create “these digital twins that know us really, really well” and can as a result help people make purchase decisions, support planning for business trips or vacations.” The simultaneous aim is “to get to a point of deeper understanding than marketers have ever had before.”