People vs machine POVs

POV: Cannes Preview by Paul

Once again I will have the fortune of sharing the beaches in the south of France with the best advertising talents in the world as I return to The Cannes Lions International Festival of Creativity for a second consecutive year. 

During last year festival, aspects of the People Vs Machines (AI, VR & connected objects) theme were the centre of many conversations and showcased with usable demonstrations. However it was clear that these trends were not ready to be integrated with a majority of brands.  A lot has changed in a year and it will be interesting to see firsthand which trends & tech are ready to make real impact with brands

WHAT I EXPECT: In the past year Chat Bots/AI/Voice Tech such as IBM’s Watson have become a lead topic of discussion and I am expecting to hear a lot of talk about around how these are evolving and what effect they will have on brands relationships with consumers. Additionally with VR moving away from it’s fad status there will likely a lot of discussion around how to use VR as a marketing tool and how to integrate an immersive experience into the marketing mix.

DETAILS/IMPLICATIONS: Machines learning and AI are seemingly catching up with their ability to the use the massive amounts of steadily growing data points available to marketers in real-time.  This allows brands to be able to adapt uniquely in both message and creative imagery to the individual.  Allowing marketers to engage and communicate with consumers in a complete personalise 1 to 1 experience.

Written by Paul Linley