Experts Predict Marketing Future Shaped by AI, Data Ethics, and Environmental Responsibility ExchangeWire.com

Essence, a global data and measurement-driven agency which is part of GroupM, today [29 April 2020] released a unique report on the future of advertising based on the predictions of experts across academia, business, marketing, technology, publishing, and advertising trade organisations around the world. The study evaluates the likelihood of 15 different scenarios occurring over the next decade and assesses the implications of each for the future of advertising. Each scenario tested explores the influence of a key dynamic or catalyst, from the use of biometric data to personalisation, privacy, artificial intelligence, virtual reality, regulation, payment models, and more. "As an industry we have lots of insight into how technology is likely to evolve over time," said Kyoko Matsushita (pictured below), Global CEO at Essence. "We conducted this study to provide more clarity about what that evolution will mean for advertising and marketing, to identify issues in need of the most urgent attention, and to help companies prioritise their innovation and marketing transformation investment decisions."