Personalisation must be conversational and sometimes evolutionary

This article investigates developments in AI and why digital assistants need to be more conversational.

Personalisation must be conversational and sometimes evolutionary

David Wright

Company: Kantar

How should marketing adapt to the era of personalisation?

This essay was entered into The Admap Prize 2016. For more information visit the Prize page.

When I was about ten, I remember watching a movie called The Boy in the Plastic Bubblewhich starred John Travolta. The movie was loosely inspired by the lives of David Vetter and Ted DeVita, who were both born without a properly functioning immune system. Their lives were spent in incubator-like conditions. The movie – no Oscar winner – did...

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