Robots promise the human touch

Jo Bowman

This event report argues that in the future, all advertising will be interactive, adapted to mobile phone screens, data-driven and conversational, with the last two characteristics fuelled by AI.

Artificial Intelligence will help advertisers make better, more human connections with consumers – and it's here now, the Festival of Media Global 2017 heard.

Emi Gal, CEO of Teads Studio, described how some brands are already using AI to create interactive, dynamic, personalised video ads, but added that this was still the exception.

He described the evolution of advertising, from the days of a piece of parchment being posted in a public place, through to the launch of the first online banner ad, for AT&T, which had a click-through-rate of 44%. Next came YouTube, then Facebook, and now we have...

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