Jonathan Kerr, chief growth officer of Auto & General (parent of Budget Direct) has told marketers they need to be switched onto System 3 thinking.
Speaking to B&T editor Tom Fogden at Cairns Crocodiles, presented by Pinterest, Kerr explained how there is a third brain in the mix, not just the marketer and the customer’s.
“It’s the impact of AI on how people are discovering our brands, comparing our brands and understanding who is going to be driving those prompts but really understanding that there is a third mind in the mix now,” Kerr said.
“We had the system one brain, which is the rational side, system two brain, the emotional side and now we’ve got a little bit of robot involved. That’s the new environment that we need to get our heads around.”
Kerr had just earlier been speaking on a panel with Florencia Paoli, marketing director for Reckitt ANZ and Oliver Allis, brand director of Yo-Chi. Accenture Song’s Melissa Fein moderated the panel which unpacked the next era of marketing.
Read more: Why Curiosity & Determination Are Leading The Biggest Brands Through Change
