Automation does not eliminate the business decision

The better each platform works individually, the more likely they are to end up reaching the exact same people.

It is not an algorithm flaw. It is exactly what we have asked them to do. Each system optimizes toward the profiles with the highest propensity to buy, and those profiles are virtually identical across Amazon, social media, video, and display. Each platform succeeds in its own area, and the aggregate becomes concentrated.

Thus, a strategy designed to diversify audiences ends up executing as a concentration on the usual targets. And since each platform only measures its own ecosystem, there is no dashboard where this overlap can be seen.

Automation does not eliminate the business decision; it shifts it. If no one defines how many new people need to be reached, the system will optimize toward where conversion is easiest—which is almost never where growth lies.

🎙️ Joaquín Otamendi talked about this yesterday on Capital Radio's After Work (Business) (min. 4:35 to 19:25):https://www.capitalradio.es/audio/6aaad9625f7871d09bd6b78e/144610414