For this special Spikes Asia 2017 edition of Campaign's video series, The Big Question, we asked delegates if the promised claims of AI's potential are justified or have been egregiously inflated.
We spoke with Aditya Krishna (category manager at Mondelez), Sira Suvanphun (senior copywriter at Hakuhodo Bangkok), Payal Chakraborty (co-founder/business director at Kontiki Labs), and Pratik Shetty (divisional senior brand manager at Mondelez).
The overall consensus of the subjects toward AI was generally positive. Though there was agreement that the technology could offer great rewards and fundamentally change how the entire marketing industry functions, our participants felt that this outcome still lies well in the future, with a lot more research needed.
The subject of artificial intelligence has been relatively omnipresent in marketing circles as of late. Wherever you go, whatever you read, AI is discussed in almost hallowed tones as to its ability to transform how brands reach and engage customers; analysing data and making judgements faster and more accurately than any human.
As Aditya Krishna says in our video, "Like it, or hate it, it is there to stay."