Will I be replaced by an algorithm?
Media and communications agency, PHD Group’s latest publication – Sentience: The Coming AI Revolution and the Implications for Marketing – explores examples of how AI is driving consumer-facing technology trends, and hypothesizes AI’s future effect on the marketing industry.
The company says that marketers are used to AI in the form of Amazon’s recommendation algorithms keeping consumers engaged and buying; and Netflix’s dynamic algorithm recommending movies based on viewing habits.
However, a statement from PHD says, Sentience looks beyond, citing Google director of engineering Ray Kurzweil’s prediction that “we will have achieved human or near-human level artificial intelligence by 2029”. Kurzweil states in his book The Age of Spiritual Machines that there will be little – if anything – humans can do better than machines.
The book explores the future development of the Virtual Personal Assistant ( VPA) with a sentient mind; which spends its entire time and focus managing your life. VPAs will scan the tagged-up world, edit and translate a huge amount of data into a relevant stream of information, and offer suggestions to make decision making easier.
This will be a hugely significant change for marketers and advertisers who will use VPAs to deliver algorithmdriven marketing messages as native and natural prompts for relevant products and services.
“Many of us will simply let our VPAs do much of our shopping for us, forcing brands to behave in completely new ways,” says Mike Cooper, Worldwide CEO for PHD Group. “They will be the gatekeepers that we, as marketers, will need to influence.”
Sentience is available to purchase from Amazon, the iBookstore, and Google Play with all proceeds going to UNICEF. www.phdsentience.com
Also see our lead story on page 8.