Albert CMO Amy Inlow participated in a panel on AI in marketing during this year’s Advertising Week.
As part of Advertising Week in New York City, Albert CMO Amy Inlow shared her thoughts on the major role artificial intelligence will play in the future of marketing.
Last week, hundreds of leaders from the advertising, marketing, and media industries gathered in New York City for Advertising Week. Participants shared their professional passions, swapped best practices, and outlined their vision of the industry’s future over the course of nearly 300 seminars, workshops, and panels.
This year, Albert’s very own CMO Amy Inlow was featured on one of the week’s most compelling panels, entitled, “Marketing After the Singularity: What AI Will Mean for Brands.” Along with Audi’s Marketing VP Loren Angelo, PHD NY’s Avin Narasimhan, Publicis.Sapient Co-CEO Chip Register, and Bing’s Head of Evangelism Christi Olson, Amy discussed how rapidly developing artificial intelligence, like Albert™, is redefining marketing.
AI as a Facilitator
One of the discussion’s central themes was the importance of human-AI collaboration. During his preliminary remarks, Narasimhan was careful to emphasize the symbiotic relationship his organization tries to foster between their human employees and their AI systems. “We’re big believers that the future is not about human versus machine,” he explained. “It’s human plus machine.”
He went on to argue that, contrary to popular belief, AI is neither a godsend that will save humanity nor a mechanism destined to destroy us. Rather, it’s a powerful resource that humans (and marketers in particular) have the opportunity to mold into whatever tools we might imagine or need.
Picking up on this strand of the discussion, Amy pointed out that AI is not going to replace human marketers so much as it is going to facilitate a division of labor within the marketing sphere that will streamline operations. “The things that humans are best at,” Amy argued, “are those that involve subjective thinking and feeling and emotions, and that, ultimately, are what drive the creative process.”
Narasimhan agreed, adding, “[AI] is never going to replace what smart, creative people are going to be able to do. It’s just going to enable them to work more efficiently.”
The Importance of Transparency in AI Marketing
While an AI platform like Albert is capable of executing on the insights he surfaces through rapid data analysis, Olson reminded the audience that most consumers are still using AI almost exclusively for information discovery, even though consumer-facing digital assistants like Microsoft’s Cortana and Apple’s Siri are capable of much more.
Olson believes that in the future the general public will begin to take advantage of the increasingly powerful predictive insights offered by consumer-facing AI. This in turn will provide companies like Microsoft with more consumer data that can be used to create highly personalized brand experiences for each and every consumer.
The panel agreed, however, that as this transpires, marketers will have to place a premium on trust and transparency. AI has nearly unlimited potential in the marketing industry, but this potential will only be realized if marketers themselves feel comfortable letting their AI partners execute many of the tasks they used to perform manually.
As the developers of the world’s first fully-autonomous AI marketing platform, we at Albert believe that discussions like these are absolutely essential. Moreover, we’re thrilled to have Amy out on the front lines articulating our vision of what the future of marketing can — and should — look like.