Why it matters

Most connected devices will no longer simply be “dumb” pipes that offer a route to accessing the internet. Instead, they will use artificial intelligence to generate uniquely rich, granular datasets for manufacturers and marketers.


  • Artificial intelligence will be a ubiquitous feature of the consumer environment at home and on the move, meaning that brands need to carefully map out all their relevant touchpoints.
  • Given that voice technology is going to be integrated into almost every device and appliance, marketers should be actively experimenting in this area.
  • Marketers will benefit from mapping out holistic strategies that enable them to analyze even the smallest datapoints.

Marketers witnessed an explosion in the number of channels available to reach consumers over the last decade, as the range of devices, apps and content platforms increased dramatically.