What Will the Advertising Industry Look Like in Five Years?

"The picture that emerged from this analysis was perhaps surprisingly optimistic: humans are likely to benefit from AI reducing friction in their lives and automating discrete tasks, but human creativity and connection are expected to remain paramount. Experts agree that data will be collected, analysed and put to use at even greater scales than today, unlocking the use of biometrics beyond Face ID, for example, and enabling wide scale personalisation of advertising."

"Will cities be full of autonomous vehicles whizzing people and packages alike to their varied destinations? Will we all have personal digital assistants providing us with suggested purchases and activities all day long, prompted by data coming from the wearable and environmental sensors inhabiting our homes, clothes and devices? Yes and no, according to a new report we released at WPP Media in concert with more than 60 of our clients, partners and esteemed industry peers around the world."

AI is expected to reduce friction in daily life and automate discrete tasks while human creativity and connection remain central. Data collection and analysis will expand, enabling biometrics beyond Face ID and wide-scale personalization of advertising. Sixty-one percent of surveyed experts expect everything to be personalized using available data, potentially including medical and genetic information, though sensitive data will demand higher consumer trust and stronger government regulation. Personalization at scale will be facilitated by AI-generated creative assets, and willingness to rely on AI for creative content has risen rapidly since recent generative AI advances.

Read at Exchangewire