What is the future of technology? Will machines make decisions instead of humans? Oscar Dorda, MD of PHD Spain, answers these questions and more during the Today is Marketing event.

“The impact of technology is somewhat negative, thinking that it will take away our work. But we do not see the positive implications and the jobs that can be created,” he says. Technology, of course, has transformed everything and has accelerated it.

“In Merge we talk about communication segmented into five phases, from 1950 through to 2050,” he says. The first phase, between 1950 and 1995, is characterised by the introduction of the internet and mobile phones, but in a very rudimentary way.

“In the second phase, that of organisation, platforms appear that now seem to have always been there, you begin to be aware of privacy and data and there is a boom in smartphones.” But Dorda says that smartphones will eventually disappear, and faster than we might think.

“Up to three trillion data are produced daily. Whoever is able to analyse this will have a huge competitive advantage in their sector with respect to their competition. For us, the key is to find out how this affects the consumer.” Even in large environments, personalised messages can be sent based on the data.

All this is key, because behind the data there are clues to send relevant messages. “It is important to know what it is that moves consumers to do things, reaching them efficiently and effectively.”

In the third phase, between 2010 and 2025, all the technologies that will replace the smartphone, such as wearable, hearable or virtual assistants, will appear. “Everything brings us closer to the futuristic world presented in the cinema, and introduces us to the fourth phase, which is anticipation.” Systems will begin to make decisions for us, at first just the routine ones.

For all these reasons, companies dedicated to communication should, increasingly, devote their efforts to machines, since they will take part in communications. “It may seem distressing, but it is what is coming”, concludes Dorda.

The original article is in Spanish and appeared in MarketingDirecto.com