XL … The March Of Marketing Machines by Ogilvy
Algorithms, machine learning, robots, virtual personal assistants, artificial learning and new digital mediums such as virtual reality are profoundly changing the world of marketing. In fact it is more than a change, it is a revolution, and it is going to be more impactful than the internet and social media upheavals of the last twenty years.
Artificial intelligence (AI) in all its forms will be just as big if not bigger –and as Kevin Kelly framed it in his talk at Cannes –this is the Second Industrial Revolution. But whilst there is this monumental change happening, there is also an unexpected and just as profound unforeseen and very un-artificial result, which we are calling The New Empathy. This is essentially how technology is also forging a new sense of global human connectedness through emotional story-telling and empathy. In what sometimes seems like the darkest of days in 2016, there is also a new optimism bringing people and cultures together.
We finish with a collection of insights which we are calling the New Adventures in Marketing, which cover a variety of miscellaneous but just as important movements, including a new era in brand marketing that we call Brand Activism.
This Ogilvy paper highlights how the new field of data driven creative science is opening up our industry to new possibilities and ideas never even conceivable just a few years ago. In five insights we outline how social media will be fundamentally changed by machines that can post, respond and even create content (trend #1) and then build on this technology to even create art (trend #2), how virtual reality is opening up a whole new creative medium (trend #5), how smart machines will transform our world (trend #3) and how in the longer term we could even become a new species (trend #4).