The Drum has partnered with real-time media agency Tug, as content partner for its event Tug Life, which focuses on the implications of machine learning and technology on our daily lives.
The four-day pop-up expo, Human Versus Machine, will explore the role of digital and what marketers can do to make the best out of the technology that’s available to them.
The Drum will be publishing articles and video interviews based on the topics covered during the week. These will be based on: the impact of machines on our minds and bodies; how to reach advertising-resistant audiences; the future of finance & retail; and whether marketing needs humans anymore.
The rise of machine learning has been a topic of contention for marketers. While algorithms can be useful for optimising campaigns and offering fresh insights, automated ads also carry risk of appearing next to extremist or other ‘unsafe’ brand content.
The event will explore this tension between using automation to churn out ads at the speed of the market while still being in control. It will also examine how brands can keep up with audiences who are now using more channels than ever.
Dan Thwaites, chief strategy officer at Tug, said: “Tug Life is about bringing together a wide, rich set of perspectives to help people look at things differently. Our theme of “Humans Vs Machines” seems to be more relevant than ever this year. We’ve got big brands, challenger brands, authors, technologists, and innovators sharing their views – so there’s something to fit around even the trickiest of diaries.”
Tug Life: Human Versus Machine takes place between 13-16 June in at Protein Studios in Shoreditch, London, and features speakers from Diageo, EE, Lloyds Bank, Unilever, Google, Microsoft, YouTube, and Twitter among others.