February 9, 2017

GroupM On AI And Brands: Advertising Has To Be Useful

'Useful advertising is a function of relevance which in turn is a function of time, place, context, cognitive targeting and creation, and actionability,' writes GroupM's Chief Digital Officer Rob Norman. 

For brands and agencies trying to figure out how to apply the methods of traditional advertising to the new wave of artificial intelligence powering voice-activated digital assistants, WPP’s GroupM warns that they should stop right there.

Much like social media and search advertising has forced a different standard for reaching consumers with information that is directly relevant to consumers’ mindsets at a particular place and time, the rise of tools by Amazon, Apple, Google, Microsoft, and others implies a vastly different frame of reference, writes GroupM Chief Digital Officer Rob Norman in the media unit’s annual Interaction report.

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