But seriously, robots.
There's been a lot of talk about the growing market of robots and artificial intelligence (AI) in the tech industry. Google, for one, has been slowly building up its robot company arsenal by acquiring almost a half dozen companies that specialize in robotics and AI.
Why, you wonder? Well, Google has been pretty tight-lipped about it, so your guess is as good as ours.
Robots and AI are understandable for certain industries. Car manufacturing, for example, improved vastly in capability when they built robots to do some of the harder work. Businesses that need to gather information in environments that are way too dangerous for humans can definitely benefit from using robots, and using robots with AI allows for those machines to make quick decisions and not need to be programmed or re-taught certain processes.
But what about advertising? Can robots take over our jobs?
Proponents of AI would naturally say yes; that creativity is nothing more than applied science and research; and that testing would be able to come up with winning campaigns, effective communication, and outstanding metrics. Opponents of AI would scoff. How could a program decide what's funny, sad, humorous, or scary? How can AI decipher when to go against a competitor's message versus highlighting our own products' unique selling points?
How can AI accurately implement a campaign based on rational motives versus emotional?
We're not too sure which side has more clout.
But programmatic efforts are no longer novel to AdLand. We see more and more brands liking predictive modeling and RTM activities that are mostly controlled by programs and bots, though in many cases there is a human double-checking the program's efforts.
We guess it's possible. But we'll have to wait and see.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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