Future could be bleak for marketing as technology gets smarter
LONDON - Marketing could enter a 'dark age' as technology becomes more intelligent and starts to understand consumers better, a futurologist has warned the ad industry.
Speaking at the IAB Engage 2005 conference in London today, Ian Pearson, a futurologist with BT, painted a picture of a world of where artificial intelligence has been achieved.
Pearson said that with AI, conscious computers would have feelings, and can understand their owners better than they understand themselves.
But this could work against the marketing industry as computers learn to filter out information that consumers are not interested in receiving. "The future is quite bleak for marketing," he said.
He raised the possibility of a future where consumers may be willing to pay companies for marketing information on high-end products they are looking to buy, such as cars.
He argued that although this would only appeal to a relatively small band of time-poor, cash-rich people, because those people spent the most money, it could eventually mean that once computers have successfully filtered out all of the marketing information people are not interested in receiving, consumers could pay for information that they would find genuinely useful.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.
Latest jobs Jobs web feed
- Mid Weight UX Designer Daniel Marks London 40k, Central London
- Senior UX Architect Daniel Marks London 65k, Central London
- ACCOUNT MANAGER - Consumer Brands! Royds Raphael £35k-£40k / £150-£220+ day rate depending on experience, Central London
- Integrated Account Manager air recruitment Up to £30K dependent on experience, Central London
- Digital Intelligence Manager air recruitment Up to £50K dependent on experience, Central London
- Senior Planner (Brand Engagement) air recruitment Up to £70K dependent on experience, Central London