Marketing experts have always used technology for better results. In this DLD23 talk, Serviceplan CEO Florian Haller analyzes the latest trends in artificial intelligence and digital media to ask, “What lies beyond advertising as it is today?”
Already, smart algorithms and targeted advertising promise reaching precisely defined groups of customers with maximum efficiency and minimum effort.
“Is it more? Is it better?”, Haller asks. “I believe not.”
Because no matter how powerful and sophisticated technology becomes “more and more people are turning away”, he observes. “They’re overwhelmed, they often feel stalked, and they are simply overloaded.”
No doubt, AI tools and automation “can make advertising more relevant to consumers”, Haller says. “But in my opinion, there’s one thing that has been lost out of sight in all of these discussions – and that’s the human factor.”
Watch Haller’s talk to hear about his vision for the future of the advertising industry in the age of AI, algorithms and the attention economy.