The marketer and the machine - Whitepaper

30 Aug 2017

  • Innovation
  • Strategy
  • Technology
  • Digital Marketing
  • Marketing Technology

Although 63 per cent of businesses agree that artificial intelligence will be useful, the average person still finds cognitive technology frightening. 

Hollywood certainly hasn't helped AI's reputation, with sci-fi films portraying the technology as the villain over and over again: Terminator, 2001: A Space Odyssey, Minority Report, and the list goes on. 

But beyond theories about machines going rogue and Big Brother style governments, there's a more realistic fear in most people's minds: that of job security. Many fear that machines will, sooner rather than later, replace humans in most industries. 

While the cold, hard truth is that many jobs will indeed be lost to machines, pioneers in the industry believe that machines will make us better humans.

"AI can help humans be more human, to be of higher value," said Dr. Catorina Wallace, founder of Flamingo, at ADMA's Global Forum.

"We can expect a change in the way work is done, not job slashing. I'm yet to speak to a single executive who is thinking of AI as a way to remove people from jobs. It will free humans to do more human things," she says.  

Naomi Simson, Co-Founder of the Big Red Group, has seen first-hand AI's potential, bringing IBM's marketing AI platform, Albert to Australia. On its first day, Albert produced 6,400 pieces of creative for the Group. This ability to produce at scale not only speeds up testing processes but also allows marketers to spend more time on refining messaging and focus on customers.

marketers and machines

To learn more about how marketers can work hand-in-hand with machines download the Big Red Group's whitepaper, Artificial Intelligence Marketing: How marketer and machine will learn to work together.

Find out how to perfect the balance between marketer and machine, how to create a new organisational structure for large companies and more. 

  Albert whitepaper

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