The digital transformation that is building speed with brands and agencies alike will increasingly be powered by more nimble use of data derived from IOT connections, then filtered through AI’s machine learning by executives that have the merged mindset of a CMO and a CIO.
And while that mouthful of reality hasn’t been fully digested by the brand maketing ecosystem, Jordan Bitterman, CMO of IBM’s The Weather Company, sees it close at hand thanks to the connected appliances and products around us.
“AI can’t be anything without data. So often we think of IOT as being Fitbits and Apple Watches and while that’s true, there is a whole host of data that most of us in the advertising space haven’t considered” including from elevators, airplanes dishwashers and cars, Bitterman explained during an interview with Adweek at Dmexco 2017 in Cologne, Germany.
“All that data can play a role in an AI solution so they’re totally linked,” he added.