Will Robots Take My Experiential Job?

Will Robots Take My Experiential Job?
SHARE
THIS



In this guest post, Felippe Diaz (pictured below), group account director at GPJ Australia, explores the rise of artificial intelligence (AI) and what it means for the experiential/events industry.

Felippe Diaz

Just this week, Elon Musk made a firm statement about his concerns around artificial intelligence.

AI is all around us. You may not see it yet, but it is here.

IBM expects that its cognitive computing platform Watson will reach over one billion people by the end of this year. AI is being touted as bigger than all previous human tech revolutions added together – including electricity, the industrial revolution, internet and mobile – and an inescapable facet of each revolution is the displacement of jobs.

McKinsey says the likeliness of your job being replaced by robots is linked to the predictability of the work.

So what does that mean for the experiential/events industry? Should we all be looking for a new line of work? As anyone who works in experiential will tell you, it is about as unpredictable as it gets! So does that mean we are all irreplaceable?

We are in a time not too dissimilar to when webcasts first gained popularity in the noughties. At the time, there was a view that this was the future of the industry and face-to-face events were doomed. In 2017, we know that webcasts have a role to play in the support of the live forum – not as a replacement to it.

In much the same way, AI will not kill live events – it will make them better. We are already seeing it happen.

Today, chat bots and concierge apps are being used to help delegates get the most out of their event experience through things like wayfinding, session suggestions based on personality insights and social sentiment, and using facial recognition to improve their registration experience. Some are even using physical robots at events to help drive a deeper level of engagement.

There is no doubt that AI will shake up our industry, as it will many others, but we should view it in the way it was intended to be used, as augmented intelligence – technology aimed at helping us in our jobs, not replacing us.

 

Latest News

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity
  • Media
  • Technology

Sydney Uni & JWT China Connect Human And Machine Learning With Creativity

How will the future of work look for creative agencies?  How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

Suncorp Appoints OMD As Master Media Agency
  • Advertising
  • Media

Suncorp Appoints OMD As Master Media Agency

OMD Australia has been appointed Suncorp’s Master Media Agency to manage the media planning and buying for the group’s network of brands including Suncorp, AAMI, GIO and Apia. The appointment of OMD comes after Suncorp confirmed it was reviewing its media account in October, putting incumbent Starcom on notice. It also coincides with the company’s move to a network […]

ABC Unveils Its Content Line-Up For 2019
  • Media

ABC Unveils Its Content Line-Up For 2019

The ABC has put recent management turmoil behind it to unveil its 2019 schedule. Highlights include the return of fan favourites Shaun Micallef’s Mad as Hell, Julia Zemiro’s Home Delivery and Anh’s Brush with Fame. David Anderson, ABC acting managing director, said: “The ABC tells the story of Australia and in 2019 we have many great […]

Seven Ways To Apply Speech Analytics In Marketing
  • Marketing
  • Opinion
  • Technology

Seven Ways To Apply Speech Analytics In Marketing

In this guest post, CEO of Delacon, Michael Center (pictured below), says speech analytics has a myriad of useful applications for any business and here he outlines seven applications to improve your marketing… Speech analytics data collected from calls made by potential new customers allows businesses to drive greater personalisation in the online environment and create […]

Opinion

by B&T Magazine

B&T Magazine
Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender
  • Advertising
  • Campaigns

Stockland Tells Aussies To ‘Give A Little Christmas’ Via CX Lavender

Stockland has unveiled its 2018 Christmas Campaign, launching across its national social and owned media channels. Titled ‘Give a Little Christmas’ the ad is by creative agency CX Lavender and celebrates the spontaneous, unplanned and unexpected moments that make Christmas special and can bring a community closer. Ben Allen, general manager marketing at Stockland, said: “At Stockland, we believe […]

Harper’s BAZAAR Devotes December Issue To Conservation
  • Media

Harper’s BAZAAR Devotes December Issue To Conservation

The December issue of Harper’s BAZAAR, on sale today, celebrates a unique collaboration between the luxury lifestyle title and Australia’s iconic Taronga Zoo. Fronted by Australian supermodel and mother of two, Gemma Ward, the December issue is devoted to raising awareness to the work Taronga Zoo, and the newly established Taronga Institute of Science and […]

The $400,000 Problem Of Storing Media Assets
  • Media
  • Opinion

The $400,000 Problem Of Storing Media Assets

In this gust post, Collaboro CEO Warwick Boulter (pictured below), says too many marketers aren’t taking care of their very expensive media assets and offers his tips to ensure you safeguard yours… A business’ digital media assets form a significant part of its overall asset portfolio. Maximising the use of these assets and protecting them against loss is […]

Opinion

by B&T Magazine

B&T Magazine