PHD Malaysia organises event to explore the evolving role of AI

PHD Malaysia recently organised Predestination, an event held in Kuala Lumper to discuss how technologies such as artificial intelligence (AI) are revolutionising the way consumers buy, work, learn and communicate. While AI was just one of the subjects explored, the event also coincided with the launch of the agency’s thought leadership booklet, titled “Predestination: Where we are all heading”.Here are five key takeaways:1. Agencies are evolving to garner success out of AI or technology. Instead of building AI or technology, the focus is on how to use the technology in a successful manner.2. Accessibility of devices will further enhance the progress of technologies such as AI, virtual and augmented reality. This also refers to devices which contribute to the distribution of technology.3. Despite the rise of new technology, middlemen will not be removed from the equation. Instead, more capable middlemen will emerge and be reinvented.4. Although brands in Malaysia are slow to the uptake of the different types of technology, they cannot deny or ignore the relevance of these technologies.5. Data privacy will not be compromised at any cost.Speaking at the event is Eileen Ooi, head, PHD Malaysia who shared that the agency sees a future where AI supplements human knowledge and experience.“A future where AI predicts consumer needs, which will help us better understand and communicate with clients to offer impactful solutions,” she added.Meanwhile, Ranga Somanathan, CEO Omnicom Media Group, Malaysia and Singapore, who was also present at the event, explained that as the technology forces take over, the human element plays an even more important role.“While AI algorithms do the grunt of the work, it is us who add real value by addressing real life problems with technology,” he said.The event also featured a panel discussion involving experts from Hyperlab and PHD led by Jessey Chew, head of strategy & platforms, PHD Malaysia. The panel explored the changes the technological revolution will bring and how they see brands adopting this change, concluding that brands and agencies are not here to build AI or technology, instead they are evolving by successfully using the technology to enhance their service offerings.“There’s no reason to be fearful that AI will take over our roles, instead it will open new opportunities and ideas. As repetitive tasks and jobs get replaced by AI, new roles for humans will emerge in the creation and development of AI-enabled tools and systems. In the future, we'll be judged effective based on how well we work with our AI partners,” Chris Stephenson, regional head of strategy and planning for PHD APAC, added.