October 17, 2018 | 2 min read

The impact of artificial intelligence on brands and consumers is discussed in a video interview between The Drum’s chief executive officer Diane Young and Gary Vaynerchuk, wine entrepreneur-turned CEO of digital agency, VaynerMedia.

In this clip, Vaynerchuk reveals that he thinks things will become more efficient once consumers can message a brand directly and be satisfied with the response they receive.

According to Vaynerchuk, the time will come when human efficiency just won’t cut it anymore, when an AI’s capability will trump a human’s output. “I can see AI and semantic web working out quite well where you can hit personalisation at scale,” he says. “But that will take technology [to implement].”

Of course, technology has its shortcomings too, with contextualising processes expected to be the biggest issue to arise so far. “A robot is going to have to become very smart to pick up on context and nuances,” says Vaynerchuk.

When considering blockchain, he sees plenty of opportunity across marketing as well as its ability to contribute to the elimination of fraud. However, Vaynerchuk believes that many crypto currencies will not exist long term. “For brands and marketing, there is going to be the potential to create currency that can be traded,” he says, “That could be an interesting framework for brands.”

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