Frenemies, robots and digital natives: Lend me your AirPods
The robots are already here, deep behind the creative lines of adland, burrowing in.
The rate of change is rapid. The size of the industry servicing artificial intelligence in marketing is forecast, by Orbis Research, to hit $US23.41 billion by 2023, up from about $US5 billion now.
Some marketers have been slow to pick up on the full potential of the new tools, artificial intelligence (AI) and machine learning, rather running traditional marketing models with new technology and not leveraging the huge capacity of machines to take up a lot of the grunt work.
Perhaps they fear redundancy, to be replaced by a black box in the corner. But marketers still have a key role to play, applying common sense and context, and providing that spark of creativity to connect brands with people.
The disruption has only just started. Many jobs will change as AI is applied, doing a lot of the hack work and much of the smart, according to David Phillips, a partner at Deloitte Digital and a former head of strategy and media at McCann Worldgroup.
“The creative guys just think: A robot will do my job,” he told . “And for most of the work the creative agencies are doing, they (AI) can probably
