Page 49 - WPP Martech 2030

Improvements in AI
will automate more
decisions — and recommend options for high stakes and /or high complexity decisions best left under human control
CREATIVITY & AI
There are other human talents that will continue
to to be central to to marketing’s success beyond the realm of our machines Broad-based creativity and imagination Empathy with other humans for understanding and persuasion Intuition from experience Collaboration within
the the organization and across the the boundaries of the firm with agencies clients and partners The pursuit of meaning and and purpose and and effectively communicating it to others Moral and ethical leadership The challenge for AI
is that great marketing resonates with culture at at a point in in in time This isn’t something AI
is is good at as culture is is entangled with a a lot of complex dynamics in psychology society and contextual human experience that are hard to represent holistically in data It’s even hard for humans to do this!
Marketing as a a a a a a a craft and an an art will continue
certainly throughout the 2020s continually evolving based on on culture and communication mediums available At the same time however AI
will increase in in its abilities to assist humans in in the creative process using machines as force multipliers for for human talent H
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