Everything will become automated in the future: Arshan Saha, APAC CEO, Xaxis - Exchange4media

Xaxis, the outcome media company by GroupM and WPP, is opening up a huge space for marketers and advertisers. With a collective approach of advanced technology, machine learning, unique data sets and automation, Xaxis is helping brands to reach their business outcomes in the most efficient and effective ways. In a chat with exchange4media, Arshan Saha, APAC CEO, Xaxis, spoke about the future of AI and data in terms of marketers. Artificial Intelligence and Machine Learning will have a massive effect on the advertising and marketing world, says Saha. "The majority of media channels will be automated in the near future," he said. This will mean consumers will become addressable across different channels as they will be driven by a digital footprint, Saha added.