With time and technology, the world is fast moving towards a world where technologies like AI will be the norm, completely revolutionizing the way we buy, work, learn and communicate. This formed the premise of PHD Malaysia’s – Predestination - held in Kuala Lumpur today.
In 2016, PHD partnered with the author, visionary, provocateur and Wired founder Kevin Kelly to understand the technological forces that will shape our future.
From left: Ranga Somanathan - CEO, OMG Singapore & Malaysia; Susana Tsui - CEO, PHD Asia Pacific; Eileen Ooi – Head, PHD Malaysia; Jessey Chew – Head of Strategy & Platforms, PHD Malaysia; Chris Stephenson - Regional Head of Strategy and Planning, PHD APAC.
Kelly, the author of The Inevitable makes a compelling case for how the roots of the digital world are the springboard for the enduring and profound changes we will live through over the next thirty years. This formed the core of the thinking behind PHD’s Predestination series.
While, AI was just one of the subjects explored at the event, which also coincided with the launch of the agency’s thought leadership booklet titled ‘Predestination: Where we are all heading’, there were 5 key takeaways for the audience….
1. Agencies are evolving to make a success out of AI/technology. Agencies are not here to build AI/tech, but rather it’s how we use the technology successfully
2. The accessibility of devices that contributes to the distribution of technology, will further enhance the progress of AI, VR & AR
3. Middlemen will not be removed with the rise of new technology; rather more capable middlemen will be re-invented
4. While brands in Malaysia are slow in adopting the technology, brands cannot deny/ignore the relevance of it
5. Data privacy will not be compromised at any cost
Speaking at the event Eileen Ooi, Head, PHD Malaysia said, “We see 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.”
Ranga Somanathan, CEO Omnicom Media Group, Malaysia and Singapore added, “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”.
The event featured a panel discussion involving experts from Hyperlab and PHD led by Eileen Ooi that explored the changes the technological revolution will bring and how they see brands adopting this change.
Chris Stephenson, Regional Head of Strategy and Planning for PHD APAC, concluded, “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”.
FAME STARTS HERE: APPIES Malaysia 2017 Open for Entries
Win at the APPIES and shine for the rest of the year!
Almost all of last year's winners for APPIES Malaysia went on to win big in regional and global awards shows which is why we are bringing back Malaysia's "TED for Marketing" for its second year!
Your campaign will be judged by over 25 leaders in the Marketing industry who will put your knowledge to the test in a unique Live Presentation environment.
Our 2016 winners pitched their cases to key decision makers from Shell Malaysia, Huawei, CIMB and more!
This year’s judging panel will be equally if not more dynamic and leading the panel will be APPIES Malaysia’s Chief Judge Rakesh Mohan - Chairman of Unilever Malaysia, Singapore, Myanmar, Cambodia & Laos.
So what are you waiting for send in your entries today!
Entrant campaigns must have run between April 2016 and April 2017 in any of these six categories – consumer durables, consumer services, food and beverage, non-food FMCG, business services, as well as government, cultural, social and environmental campaigns.
This year’s APPIES Malaysia will be held at Eastin Hotel on June 1st & 2nd.