Written by:

Chris Dobson

CEO, The Exchange Lab

The New Year is approaching fast and it’s going to be an eventful one for marketers. Between ensuring readiness for the General Data Protection Regulation’s (GDPR) imminent enforcement, exploring new opportunities created by ongoing industry consolidation and collaboration, and future proofing businesses for the age of AI, 2018 looks set to be a year of further transformation for the industry.

We spoke to key representatives from the marketing and advertising technology sectors to discover how they expect the digital marketing landscape to evolve over the coming year.

Chris Dobson, CEO at The Exchange Lab – Future-proofing operations in the age of AI

“In the ad industry, machine learning and AI are on every company’s agenda, or should be. These technologies are fundamental to improving efficiencies by producing and delivering highly-targeted ad campaigns.

There’s no disputing that AI and machine learning are already changing the way we work, and five to 10 years from now they may render our jobs unrecognisable from what they are today. This doesn’t automatically mean that machines will usurp humans from their desks the human component in advertising will remain a staple for the foreseeable future but business leaders need to plan strategically, and future-proof their organizations.”

It’s also important to take into consideration not just how AI might affect the ad industry, but also how it may affect the other industries we work with, and how in turn this might impact on us. Retail is a good example here; we’ve recently seen the launch of Amazon Go, which uses deep-learning algorithms and sensor vision to capture anything a consumer looks at or picks up in store. The level of data this type of shopping experience can generate about individual consumers’ paths to purchase will be critical to informing and tailoring advertising.”

Written by:

Chris Dobson

CEO, The Exchange Lab

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