Following his presentation at the Dubai Lynx 2016, PHD UAE\u2019s general manager Luca Allam was featured by The Arabian Marketer in their story, The Rise of the \u2018Creative Tech Architect\u2019 in Marketing. Inspired by his talk, the story delves into the increasing role artificial intelligence (AI) plays in our lives and how it will transform the function of marketing. The article quotes Allam on his comments about the growing reliance on virtual personal assistants (VPAs) for decision making and how brands will need to leverage the technology as the gateway to their consumers in the near future.<\/p>\n
\u201cDecision making will be outsourced because the VPAs will shortlist and shop products on people\u2019s behalf. Some of this is already happening. Marketers will have to make sure that every asset that they create and own is intelligent and is machine readable,\u201d says Allam.<\/p>\n
\u201cAI will undoubtedly disrupt every industry, as we\u2019ve already seen in ours with the rise of programmatic media, and future generations will perform jobs that haven\u2019t even been created yet.\u201d<\/p>\n
As a result, Allam also described \u2018the planner of tomorrow\u2019, stating: \u201cMachines will do the heavy-lifting. The thinking will still be done by professionals. We will see the rise of creative tech architects.\u201d<\/p>\n