As artificial intelligence (AI) and virtual reality infuse everyday life, marketers are beginning to worry about what this means for their jobs. Will it really boil down to man versus machine? Or is it time to challenge the idea that AI is capable of doing everything humans can? According to market research firm WARC's "Toolkit 2017" report, 60% of those interviewed believed AI would be the most important technology of 2018, followed by chatbots and messenger apps. “AI saves money – after all, it doesn’t need breaks or holidays – and it makes people nervous about the future,” Daren Poole, global head of creative at Kantar’s insights division, said at a recent event hosted by Kantar Millward Brown. “If, in five to 10 years’ time, computers are able to write and test content, many marketers and creatives will be out of jobs,” he said. However, he believes there will still be space for the human touch.   Poole said the talents of bots and AI lies in their ability to take consumers thro...

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