AI agents amplify bad audience data, warns Skydeo’s Mallory Gray
AI agents won’t replace human research—they depend on the quality of audience data they process. Mallory Gray, creative director at Skydeo, argues that while agents analyze thousands of signals faster than humans, they don’t improve targeting if the input data is flawed. Skydeo claims its platform draws from 1.4 trillion data points across 320 million people, but Gray warns that brands risk…
Key points
- AI agents scale data processing but don’t fix poor-quality audience inputs, per Skydeo’s Mallory Gray
- Skydeo’s platform uses 1.4 trillion data points across 320M people, but Gray warns flawed data compounds errors
- Marketers should audit data sources, track prompt relevance, and maintain human oversight to avoid automation pitfalls
Gray compares today’s AI obsession to the 2010s DMP era, where third-party data scaling failed due to inaccuracies. She advises marketers to audit their data sources, track prompt relevance over citation counts, and ensure human oversight before scaling AI-driven campaigns. Without this, she says, brands may see rising output without meaningful results.
AI Agents Won’t Fix Bad Audience Data, They’ll Amplify It via @sejournal, @gregjarboe
Search Engine Journal · 25 September 2026
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This text was published by Search Engine Journal and written by Greg Jarboe. It is reproduced here with attribution so you can read it in full; the rights remain with the publisher. Read it at the source ↗
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