Reams of 2019 trends predictions posts are calling out AI as the mega-trend. There’s no doubt AI will power more cost-effective UA and bring other efficiencies, but there’s also a lot of hyperbole around where it will shine, and where it will suck. To cut through the hype our host and Chief Content Officer Peggy Anne Salz catches up with Matt Sadofsky, Senior Director of Growth at TIDAL, a subscription-based music, podcast, and video streaming service, for an edgy discussion about the *real* costs and benefits of baking AI into your UA. Matt also draws from his experience, including building an AI system from scratch, to share best practice and debunk myths about how teams will need to work when AI has a seat at the table. Enjoy—and Matt will be back for an encore in a special mini-series where he and Peggy talk shop and grill growth marketers.