“While [platforms] need to be sophisticated to a certain extent, it is also crucial for brands to be fast and to integrate very simple areas together."

While AI has driven spam filtering and fraud prevention solutions for a while, we’re now seeing it increasingly used in content selection, engagement prediction, and journey mapping.

Solutions to measuring PR require different approaches as campaign objectives evolve across platforms.

"Enabling telcos to measure customer experience and creating a differentiated experience across channels will be a major competitive advantage and will enable combat some of the bottom-line pressures."