MediaCom: The rise of the machines

This white paper interprets the changes that artificial intelligence will bring from a new perspective and provides brands with a "transformation reference framework" to adapt to the radical changes in consumer purchase paths and value chains. Artificial intelligence will bring changes to brands at all stages and in all aspects of the value chain.

To outline the role of AI in the value chain, the white paper presents the four pillars of the AI ​​transformation reference framework: planning, creation, advertising and engagement.

Advertising is the best example of the impact of artificial intelligence on brands. Since the advent of e-commerce and big data, the consumer purchase path has changed dramatically. Now, artificial intelligence, especially the use of virtual agents, will overturn the traditional concept of the consumer decision journey.

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