Mumbrella360 video: Marketing by algorithm – are you ready?

In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the annual event.


In this session, our expert panel discusses artificial intelligence and its growing impact on marketing and advertising and what it will mean for marketers this year and in 10 years’ time.

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The panel, curated by PHD, breaks down how AI is changing the way that marketers operate, how it will transform marketers’ careers and whether predictive marketing is something to be feared or welcomed.

The Panel: Aaron Bell, CEO at Adroll; Liz Kaelin, founder at You Chews; Stewart Gurney, national head of strategy at PHD; Liz Harper, head of digital at Whybin\TBWA Sydney; Chaminda Ranasinghe, head of digital sales and marketing at ANZ Banking Group.


  • 03:30: What does the future with Artificial Intelligence (AI) look like?
  • 08:00: How will AI influence the way marketing works?
  • 12:30: Why new technologies need the ‘human touch’ in order to bring change
  • 20:00: How will AI impact on the customer experience?
  • 21:00: New algorithm that will improve relevance for users
  • 26:00: How curiosity can beat search content marketing and other algorithm-based advertising
  • 30:00: How data can be used for various objectives
  • 32:00: Redefining ‘active purchase’
  • 34:00: How the cold logic of algorithm can threaten marketers
  • 37:30: Will data analysts continue to be needed?
  • 40:00: Why brands should seek fame

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