It’s 23:59 on AI eve, and strategists need to prepare | Mumbrella360 video

In the following session from Mumbrella360, a team of strategists look to the future and consider what the rise of AI will mean for their job descriptions.

In a world of developing technology and artificial intelligence, this panel from Mumbrella360 concludes that strategists will have an increasingly important role to play as humanity heads towards the singularity.

Speaking at Mumbrella360, Mitch Hunter, head of strategy at PHD Sydney, argues that despite the dawn of AI, “we are still going to need to inspire people, to help them to discover, and a role for us to be able to drive preference as they opt to make their own decisions”.

Poma P. Malantic, head of strategy at PHD Philippines says that even in a futuristic world, some of the oldest marketing strategies will remain the same.

“The oldest marketing tool there is, is still going to work in the future, which is word of mouth. A lot of trust, a lot of brand trust that we consult with other people, it is still going to be there,” he says.

Discussing the role strategists will play in the future, Jessey Chew, head of strategy and platforms at PHD Malaysia, argues: “We are in the best position because we have an eye on everything, so we have another head start from all the other players in the industry.”

Stewart Gurney, Mitch Hunter, Poma P. Malantic, Jessey Chew and Gareth O’Connor

The national head of strategy at PHD New Zealand, Gareth O’Connor, says strategists in media agencies need to harness their relationships with clients to cement their role in the future.

“We are in control of our own destiny, if you think of where we are now it has never been more confusing or more complicated to do what we do, so the role of a strategist has become increasingly more important.

“We are already moving from a media agency that is normally low down on the list to the first people you speak to because you can start to see the value and how they navigate through the ever increasingly complicated [landscape].”


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