If the differences between man and machines will be less in the coming decades, what will change for the world of marketing and communication? 

Predicting consumer behaviour, including through data, has changed the scenarios and prospects of marketing. Fulfilling the tastes of the public is no longer enough, you have to anticipate them. But in the near future will marketing and communication continue to deal with people or will they have to interface with artificial intelligences, even at the level of proposals and products?

The impact of AI also concerns the world of communication and marketing, but how? A question apparently for insiders, but which concerns us as consumers, recipients of developments that will invest in content, strategies and tools of this sector.

Future scenarios are at the centre of PHD’s latest publication ‘Merge – The closing gap between technology and us’, available on Amazon, to understand how technology will impact on the marketing world, thanks to data, case history and interviews with innovators and academics.

The term Merge refers to the fusion between men and machines, hypothesising a scenario where artificial intelligences will now, qualitatively, be at the level of human ones, without a true hierarchical distinction. According to the publication we are at the third of the five stages of this merger and, looking at the fourth step,(between 2020 and 2035) it is foreseeable a maturation of machine learning, which will increasingly understand the context in which we live, will change the habits that lead us to do things or buy products. They will not just perform tasks but will suggest things to us.

For marketing, building consumer desires was the first way to business but the approaches have changed in the future with more and more choices being delegated to virtual personal assistants, who will relieve the consumer from the problem. Merge then analyses the margins of change by assuming a world where one will no longer have to influence the customer in the flesh, but the algorithm.

The survey aims to understand how long it will be possible to live an immersive experience, taking the opportunity to acquire information on a product and simultaneously buy it; if influencing people’s behaviour will be the way brands will manage sensitive data and information ; if the mechanisms of mediation of the advertising message will change and if the communication brain-to-brain will no longer be a utopian scenario. Also not to be underestimated is the possibility of accessing increasingly personalised apps based on our DNA.

The survey describes a decidedly advanced cyber reality and it will be interesting to understand how long it will affect a considerable number of individuals. Then, the great theme of the government of change will take over: even in the 1980s, the report states, it was understood how pervasive mobile phones would become.

The original article is in Italian and first appeared on Wired Italia