This article was originally published in Warc’s March 2016 edition

Chris Stephenson, regional head of strategy and planning at PHD APAC, explores the impact of artificial intelligence on consumers and marketing.

He discusses the future of Artificial intelligence (AI) which will provide far better tools for finding new audiences and for delivering customised communications to the right people. It will also create new challenges, for many consumers, personal AIs will take the place of traditional advertising. AI will become most visible in day-to-day consumer products — information-access, entertainment-centric and social-connection platforms accessed across multiple devices. For marketers AI’s future will usher in a new era of technology and data, creativity will also be reinvented – innovation and ideas will be more important than ever to win attention and recommendations in the conversations between humans and their VPAs.

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