The phrase'hype cycle' could have been invented for the mobile marketing industry. Typically, a new tech's day in the sun lasts anything from six – 12 months, before the next big thing comes along. Think about Native, Wearables, Programmatic, Augmented Reality and Virtual Reality. All came, all are still very much around, but each has been superseded by the next. And if VR was last year's big thing, AI (Artificial Intelligence) is this year's, infiltrating an increasing number of aspects of our daily lives. In the home, there's Amazon Echo, the personal assistant which responds to your voice to tell you how your commute is looking, what the weather's doing, or what's happening in the news. Whether Echo qualifies as AI in its current guise, however, is a moot point. Ask it something it doesn't know the answer to and, in my experience to date, it will remain ignorant of the answer, no matter how many times you ask it.