Millennials, AI and transparency: 10 predictions for 2018

Transparency, data and digital transformation were big topics last year. As brands and agencies undertake their strategic planning, what will 2018 hold? Here are the top ten predictions for 2018. A big challenge for marketers is dealing with complex, siloed data assets. Armed with a granular level of detail on individual customers and their behaviour, marketing will have the ability to better inform the sales process and even own the customer experience function to deliver on consumer's expectations.