WATCH: What's the biggest trend in mobile right now?

Campaign spoke to Lisa Donohue of Starcom Worldwide at Mobile World Congress about AI, the Internet of Things and the power of brand storytelling.

Donohue, global brand president of Starcom Worldwide said: "The first big trend is artificicial intelligence. Now obviousy, artificial intelligence is a big term like 'Big Data', there are a lot of things that encompass it.

"But I think that we're really starting to see it's impact within mobile; how does artificial intelligence work within the apps that marketers are employing as well as companies are employing."