Why Are We So Reliant On Robots?

Why Are We So Reliant On Robots?
SHARE
THIS



The bots taking over is a sentiment heard more and more often as ad tech capabilities increase. And many marketers are apprehensive of their job security given technology and algorithms are making up a large part of the marketing remit now.

Robots have already taken over a number of jobs, however in a fun little infographic the BBC believes marketers are one of the least likely job professions to be overtaken.

But even if the robots do spill over into marketing roles, we’re pretty equipped here in Australia to deal with it. At least, that’s the findings from a new study from programmatic company Rocket Fuel and industry organisation ADMA (Association of Data-Driven Marketing and Advertising). The study collated the opinions of 100 different marketing professionals on where artificial intelligence (AI) was heading.

Some 80 per cent reckon AI will improve effectiveness and 74 per cent believe it will make their jobs easier. On top of that, nearly all marketers (92 per cent) say the rise of AI is inevitable.

But why are we so reliant on AI?

“As a whole, digital marketing and the media in general has become so complex – people are so multi-dimensional,” said JJ Eastwood, managing director in Australia at Rocket Fuel. Indeed, given the TV set is apparently dead, or at least on its way out, there’s a whole other range of ways marketers get their message out.

“Piecing all of that together and making marketing decisions on exactly when is the right moment to communicate with these people, that’s what’s become really complex,” said Eastwood. “That’s been coupled with the technology and is now able to interpret these vast amounts of data and build models and make decisions.”

Jodie Sangster, CEO of ADMA, said the challenge is the myriad of messages marketers try to disseminate.

It literally is impossible to do any of that now in a manual way.

“The role now, whether it’s automation or artificial intelligence, allows us to have different types of communication going to different types of audiences so we can have that relevance,” she said. “It’s something we couldn’t do on a manual basis. It’s essential moving forward.”

But she said we’re so obsessed thinking it’s going to take jobs away. That’s not going to be the case. Eastwood reiterated that while much of Rocket Fuel is automated, they haven’t seen the depletion of jobs.

When asking whether media agencies should be worried, as it could cut out the middle man, Sangster said they have to adapt with it.

“There are going to be parts of, whether it’s media agencies or any other agency, where with artificial intelligence and automation, part of their role will be replaced,” she said.

“But that should inspire them to find a wider remit of value they can bring to the customers.

“That’s a given. We’re going in this direction. It’s about preparation, not concern.”

Please login with linkedin to comment

Latest News

AI – To Join It Or To Beat It
  • Media
  • Opinion

AI – To Join It Or To Beat It

I'm afraid we can't let you read this piece Dave! That's a joke about A Space Odyssey 2001, young B&T readers.

Opinion

by B&T Magazine

B&T Magazine
AnalogFolk Opens In Shanghai
  • Advertising

AnalogFolk Opens In Shanghai

AnalogFolk has opened in Shanghai and, as B&T's trusty Funk & Wagnalls atlas tell us, is somewhere near Wollongong.

Social TV – Will You Be At The Party?
  • Advertising
  • Marketing
  • Media
  • Opinion

Social TV – Will You Be At The Party?

Can't keep-up with the goings-on in the Aussie TV industry? Well, hit the couch, pull on the trakkie daks & peruse this.

Opinion

by Rochelle Burbury

Rochelle Burbury
JWT Melbourne Hooks John West’s Creative
  • Advertising

JWT Melbourne Hooks John West’s Creative

You'd only need snog a B&T staffer to know of our affection for the John West oysters in aspic & smoked mackerel ranges.

by B&T Magazine

B&T Magazine
Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong
  • Marketing

Sydney-Based Tech Marketing Firm, Law Of The Jungle, Scoops Top International Gong

Sydney-based online cloud solution for marketing compliance, Law of the Jungle, has beaten the world’s best firms to win a prestigious RegTech Markets 2017 Spotlight Award. RegTech Markets, a global community for regulatory technology, inaugurated these awards to “shine a light on the world’s best and brightest RegTech companies”.  A panel of 30 industry experts […]

Is This The Bleakest Christmas Ad Ever?
  • Campaigns

Is This The Bleakest Christmas Ad Ever?

Tired of pretty people pulling bon-bons in your Christmas campaigns? Well, here's one to slash the wrists to instead.

by B&T Magazine

B&T Magazine
The Truth About Native Advertising!
  • Opinion

The Truth About Native Advertising!

Do you stammer about the office, railing against native advertising's great untruths? Read this and stop scaring people.

Opinion

by B&T Magazine

B&T Magazine
Why Are We Only Just Starting To Use VR To Train Staff?
  • Opinion
  • Technology

Why Are We Only Just Starting To Use VR To Train Staff?

In this opinion piece, PHD’s news business and marketing manager, Chloe Hooper (pictured below), argues why all agencies should be embracing VR to change the way they operate internally. Virtual reality (VR) is something most of us have had exposure to, but how many of us are really exploiting its potential to grow our people […]

Opinion

by B&T Magazine

B&T Magazine
PRIA Announces Winners Of 41st National Golden Target Awards
  • Marketing

PRIA Announces Winners Of 41st National Golden Target Awards

The Public Relations Institute of Australia (PRIA) last night announced the winners of the 41st National Golden Target Awards at a glittering ceremony hosted by Aussie actor and TV host Shane Jacobson at the Sydney Opera House. A sold-out crowd of more than 160 PR and communication professionals from around the country came together to […]

Personalisation At Scale: Targeting Audiences With People-based Marketing
  • Marketing
  • Opinion

Personalisation At Scale: Targeting Audiences With People-based Marketing

In this opinion piece, Indy Khabra (pictured below), national managing director at Amnet ANZ, explains power of the the people-based marketing equation, and also reminds marketers that they cannot afford to take data for granted. We are all talking about it. We all want it. We are all trying to get it. It’s that one-to-one […]

Opinion

by B&T Magazine

B&T Magazine