Watch: what's next for AI and brands?

Artificial intelligence is the next frontier for marketers. As classic interfaces are being taken over by voice commands and chatbots, advertisers and brands are sprinting to get there first. Campaign talks to Teads Studio's Emi Gal and AKQA's Andy Hood about why AI can't be ignored.

According to Emi Gal, Teads Studio’s chief executive, the brands that are currently preparing for an artificial intelligence first future will be rewarded: "It’s as important for brands to create an AI strategy as it was for them to create a mobile strategy five years ago."

"The success of the Amazon Echo in the States would show that people are now comfortable standing in an empty room talking to an inanimate object that talks back. Only a handful of years ago, that would have been inconceivable," Andy Hood, AKQA’s head of emerging technologies, told Campaign.

There will, Hood predicts, be an "avalanche of bots," and while many will be ineffective and of poor quality, brands have an opportunity to rise above the dross with well developed AI personas and an innovative approach. 

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How easyJet transformed customer data into emotional anniversary stories
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1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

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