PHD publishes latest book Sentience on AI-marketing intersection

The publication chronicles the history of artificial intelligence and its significant potential in future business and marketing endeavours

BestMediaInfo Bureau | Delhi | July 17, 2015

PHD has launched its latest publication, 'Sentience: The Coming AI Revolution and the Implications for Marketing', which looks at the impact that artificial intelligence will have upon the world of marketing.

According to the agency's worldwide CEO, Mike Cooper, “The impact of AI will result in a radical reorganisation of advertising and marketing. AI applications will be largely ad-supported, meaning that marketing will be one of the first disciplines disrupted by AI. In the future, brands will be marketing to an algorithm, not directly to consumers.”

Chris Stephenson, PHD's APAC Head of Strategy and Planning, commented, “Artificial Intelligence will be one of the most transformative technologies the world has ever seen, a new utility that uses the data from billions of people and objects to perform tasks, provide services and adapt and learn as it does so. Marketing and communications won't be spectators to this greatest show on earth – they will be transformed by it. In Sentience, PHD again explores how technological advancement will create tantalising possibilities for marketers and agencies. Our algorithms are set to wake up – get ready to say hello.”

Cooper continued, “In Sentience, we have tried to peer beyond what we know. To scope out a commercially realistic view on the potential products, we will be using and the advertising and data models that will likely support them.”

Sentience provides a comprehensive history of AI and builds a picture of the future of intelligence, offering a peek into the AI-driven world of 2029 and the implications of AI-enabled marketing.

The book explores the increasing role that sentient Virtual Personal Assistants (VPAs) will play in our lives, with many of our purchasing choices made for us, meaning that brands will have to adapt to reach consumers. It was previewed at last month's Cannes Lions Festival and coincided with PHD's keynote seminar, which saw guest speaker Tim Berners-Lee, the inventor of the World Wide Web, give his views on the impact of AI.

Berners-Lee joins leading figures such as Stephen Hawking, Elon Musk, Bill Gates and Steve Wozniak who have recently given their views on the large impact that AI will have

Speaking at the Festival, Sir Berners-Lee envisioneda future in which artificial intelligence drives the decisions in major corporations. He suggested instead that artificial intelligence could drive businesses through algorithmic decisions as data becomes free and open to use.

'Sentience'is available for purchase from Amazon, the iBooksStore and Google Play, with all proceeds going to UNICEF.

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