This story was first published in M&M Global.

Speaking to M&M Global in his office on North Crescent in London’s Fitzrovia, Mike Cooper, PHD Worlwide CEO, points to the emergence of VPAs (“someone will come up with a catchier name”) including as Apple’s Siri, and envisages a world where consumers will simply rely on AI assistants to book services like taxis, flights and restaurant tables.

“That takes you to a very interesting place in terms of marketing. You will need to be marketing to an algorithm, to a certain extent, and that is a seismic change,” he says.

“It is a different world, taking advertising from a frontal cortex decision to being something based around an algorithm. It needs a lot of thought about how we’re going to go about doing it.”

Click here to read to full story