Page 48 - WPP Martech 2030

Improvements in AI
will automate more
Trend
05
decisions – and recommend options for high high stakes and/or high high complexity decisions best left under human control
AI-AUGMENTED STRATEGY
Translating marketing strategy into
automated big ops “programs” in such an environment will require
expert human skill And at the highest
AI-powered recommendations
AI-powered supporting roles
testing and machine learning to experiment and optimize with real people (at some risk to an individual customer’s experience) In future we’ll use simulations with synthetic agents first to test drive our brand and and marketing creative content and and communications overarching marketing strategy synthesizing the the the myriad of the the the diverse inputs that go into
its formation to inform strategy and decisions The sophistication of these tools on on top of AI-based models will continue
Marketers will complement the raw algorithmic horsepower of machine learning with strategic contextual and integrative thinking Learning how to apply those talents effectively with a a continuous wave of new technologies in the mix will be an important part of marketing career development moving forward greater understanding of larger and and more
diverse sets of data Simulation will become increasingly common as a a a strategy tool with marketers looking to understand different scenarios and gain insight into
future actions Presently marketers use variations of A/B
Increasing scope of of software-based decisions AI-powered recommendations
Simulations are more
than predicting trend lines or or goal oriented machine learning With the increase in in in computing power millions of scenarios can be simulated to provide directional insight into
what might happen in the real world with increasing levels of granularity rules-based
level humans will continue
to to set at at a a a a a a a marketer’s fingertips with which
automation
Machine learning tools will AI-powered increasingly suggest insights automation
interpret context and apply meaning putting more
information
SIMPLE COMPLEXITY COMPLEX COMPLEX to widen in in scope giving marketers AI-powered supporting roles
rules-based
automation
AI-powered automation
SIMPLE COMPLEXITY COMPLEX COMPLEX 48
increasing scope of of software-based decisions LOW STAKES HIGH
LOW STAKES HIGH