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Disruption Insight | Technology

Kyle Boots

Director of Brand and Social Analytics

Y&R and BAV Group



Consumer needs,

not technology,

causes disruption


I don’t think machine learning is quite there yet. A person needs to string together a query of words. I would call that interpretation. A human layer of expertise will always be there. Let’s assume that IBM Watson creates a way to troll the internet for key words, tones, and lexicons, and produces a creative brief. We still need someone to program that machine learning algorithm and do quality control and work with the people acting on the reports to implement and inform tactics. We’re still far away from being threatened by machine learning. It’s dangerous to say that these technologies by themselves are causing disruption. It’s actually the consumer needs that we’re filling with this technology driving the change.