George Filippou, founder of MarSci, a Trinity College Dublin spin-out supported by Enterprise Ireland and the ADAPT Research Ireland Centre, features in a recent episode of the AI Ireland podcast, hosted by Mark Kelly and sponsored by Technology Ireland ICT Skillnet.
The episode explores George’s journey from marketing practitioner to entrepreneur and the development of MarSci’s innovative approach to measuring marketing effectiveness through artificial intelligence (AI).
Founded on research conducted during George’s PhD at Trinity College Dublin, MarSci developed Causal-Driven Attribution (CDA), a methodology combining causal inference and Bayesian modelling to provide more accurate insights into the impact of marketing activities. The research was further developed through the TCD Commercialisation Fund and published in the Journal of Marketing Analytics.
During the conversation, George discusses the role of trust as AI transforms marketing, the challenges of building flexible AI products while maintaining a clear core offering, and his journey from academic research to commercial innovation.
Watch and listen to the full episode.
The episode is sponsored by Technology Ireland ICT Skillnet, which supports Irish businesses in addressing AI skills gaps through practical, funded training and tailored development programmes.
