The Future Of Advertising: How AI, Automation, Biometrics, And More Will Shape Tomorrow

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Perhaps it’s because this decade arrived with such an epically sad-trombone pandemic-plagued plop, but it feels almost surreal to already be past the halfway point. 

What’s even more surreal, considering the rapid strides made in just the last few years with something like AI, is trying to predict what the next decade might bring. But that’s exactly what WPP Media has done for its Advertising In 2030 report.

“One of the most striking changes in expert opinion in our updated study is the increased confidence in the applicability of generative AI as a creative tool, reflecting the major advances in AI since the beginning of the decade,” writes WPP Media’s Kate Scott-Dawkins of the new report, an update of one conducted in 2020. 

More than 60 media, marketing, tech, and publishing experts were consulted, and their optimism for 2030, according to the report, is “now tempered with a little more pragmatism” overall.

“Experts currently expect a future where technological integration — particularly involving biometrics and AI assistance — continues its advance but see radical shifts in consumer behavior or global cooperation (the likelihood of a single global privacy law for example) are less likely,” writes Scott-Dawkins. For instance, most of those surveyed (62.9%) foresee the majority of news coming from individual ‘creators,’ citizen journalists, or AI-generated bots, though the report adds “they’re not exactly thrilled by the prospect.”

(Source: WPP Media)

66.1% see it likely that most brand interactions with consumers will be bot-to-bot, driven by efficiency, convenience, and AI sophistication. All predictions and adaptations considered, the report insists one thing is certain.

“Advertising will remain a critical plank of the economy,” the report concludes. “And not just for traditional media publishers, but also for retail, transit, and other sectors that are moving into the space.”

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