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February 12, 2016
Will AdLand Always Be a 'People Industry'?
 
The talk of programmatic advertising, predictive modeling, and even robots filling the hallways in offices can make almost anyone feel uneasy. We were listening to a show where the guests were talking about how self-driving cars in the commercial market could displace nearly 1 million drivers.

We thought: Could that happen to advertising too?

We have never honestly considered the thought of robots being able to build or create copy and creative that could resonate with consumers better than material done by real people. But in the land of data, where content is placed in front of people due to their actions and the algorithms in place, it is looking like AdLand may no longer be able to withstand the thought of unmanned ad campaigns.

Isn't that interesting?

It is hard to picture full-scale advertising campaigns without people involved. The agility and shifting needed to keep a campaign afloat, we feel, cannot be duplicated by non-human creatures.

Then again, we thought hoverboard technology was a ways away in our lifetime. So really, who knows?

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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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