Marketing in the Age of AI

Looking ahead to a future in which intelligent agents who know all our preferences and needs take charge over certain aspects of our lives, we as humans become algorithm-based decision makers. So, how then do we as marketers adapt to this change in how consumers make choices?

I want to explore this topic that is still on the fringes, but definitely on the horizon. To begin, I propose two questions:

1. What is a brand if not a shortcut to a decision?

Put simply, a brand is a tool that we use to help us get somewhere quick. It shortcuts our thinking, lessens the mental load, and presents a simple solution – this little icon, colour, sound, or shape in our hand means that. Most of what we do now in our roles as marketers and creatives is try