"We're doing something a little untraditional," admits Amy Hu, H&R Block's VP/Interactive Marketing and Online Experience.
And that break from legacy practices for the Kansas City-based tax-preparation company demands agility, as well as receptivity to unexpected findings.
"We're building our own ad-tech stack," Hu told delegates at the 2017 Ad Age Next Conference in New York. And a powerful driver in that construction process is the discovery that artificial-intelligence (AI) components in the marketing mix "are coming out of the box.
"They don't clone exactly the way they say they're going...