Overheard at CES: ‘AI is a mirror of society and we know it’
From the future of content to the emerging regulations of AI, industry luminaries are discussing the latest innovations in consumer technology at CES 2023 in Las Vegas. Below is a routinely updated list of the most surprising soundbites heard on the ground.
Panelists speaking at the Consumer Electronics Show / Credit: Audrey Kemp
Emily Graham, chief equity & impact officer, Omnicom: “AI is a mirror of society and we know it. That can also be a detriment because that includes our biases. It includes all the information and all the things that we have put into the world that AI now analyzes. We have influenced that data set.”
Matt Sweeney, chief investment officer, GroupM: “Technology and automation have to happen across all marketing; what we’re aiming for is simplicity [and] making advertising work well for consumers. Hopefully, in the next [five] years, our clients will buy more measurable ads. They’re more expensive, by the way... but that’s where we have to go... We’re oversaturated with messages and so many of them are not meaningful.”
Dara Treseder, chief marketing officer, Autodesk: “[My big prediction for 2024 is] wearable AI. What we’re seeing is the power of AI in the digital realm… by 2030, there will be 125 billion connected devices. I think we’re going to see that interaction between the digital world and the physical world, and wearable AI is going to be the portal to that.”
Michael Kassan, chief executive officer, MediaLink: “What’s important to not lose sight of in marketing is the need for serendipity…reaching the right consumer at the right time, at the right place, with the right message, is certainly the holy grail for brands. Digital is the way to do that.”
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Evan Spiegel, co-founder and chief executive officer, Snap Inc.: “Globally, the economy is slowing down. That means brands and businesses are going to need to generate more demand [and] more revenue. Digital advertising in particular is going to be more important in the coming years… in a time where businesses are under pressure… performance advertising will be critical for businesses.”
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Lisa Valentino, executive vice-president of client solutions, Walt Disney Company: “We know from Hulu that nearly 70% of [subscribers] choose the ad tier. We are starting to see the same trends on Disney Plus; now it’s up to 50% ... Consumers are choosing [these tiers] because they want personalized ads that streaming can deliver on.”
Emmanuel Marques, head of media, growth & performance marketing, Pfizer: “One of the trends we [are seeing] is the deprecation of cookies. AI will play a key role [in the] programmatic space... there will be a lot of opportunity in this space this year... to maximize relevancy [in advertising].”
Jamie Gutfreund, founder, Creator Vision: “A Twitch creator named Amouranth created the ‘AI girlfriend’… It’s enabling her to scale her business… The thing that works the best right now is the weird stuff … and that’s human.”