Telefónica, IAB, Tile, and IBM on how the role of humans will change with new technologies

The Drum has partnered with IBM iX to create a series of films during Mobile World Congress (MWC) exploring how mobile is driving disruption across businesses.

On day three of the show, The Drum spoke with Amanda Gosling, global partner at IBM iX, Scott Shillington, VP of sales and business development at Tile, Dan Rosen, global director of advertising at Telefonica, and Catherine Cribbin, senior mobile and marketing executive at IAB to find out how human experiences will evolve with new technologies.

Scott Shillington of smart location app company Tile said he sees the benefits of using technology to solve “new ways of finding wells in hard to find water locations and to find medical solutions”.

Following Telefonica's announcement of its AI assistant Aura, which empowers customers by giving them more control over their data, Dan Rosen of Telefonica spoke about the app's ability to make people feel more secure about their privacy.

“It’s [based on] security to make people feel safe and transparency so people [can] understand we are being very clear on how we are using their data,” Rosen explained.

The rise of AI has caused a lot of anxiety and led to fierce discussions on whether intelligent machines will eventually take all of our jobs. But Catherine Cribbin of IAB thinks the job market will naturally evolve, creating more opportunities for people.

“As an industry we can really [play] a big part in future proofing by creating some exciting roles that involve decision-making and strategy around AI and maybe [leave some of the boring stuff] to the automated processes,” said Cribbin.

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