BY ROB MCGOWAN, STRATEGY DIRECTOR
The possibilities of AI are phenomenal , but for the most part the machines are not yet truly Artificial Intelligence. They still require the input of an expert to make key decisions. Perhaps we should call it Augmented Intelligence –machines significantly reducing the time it takes us to wade through complex data, allowing human experts to focus on the ‘so what’, through insight, abstract thinking and creativity.
For marketers, this doesn’t mean we are out of jobs yet, but it does mean we have to be on top of our game. If you’ve been coasting along delivering media strategy without much thought or segmentation and profiling without any real insight then watch out – these things will be picked off by the machines more quickly than you can say Skynet.