CANNES \u2013 Having spent nearly four decades in advertising, Carl Fremont perceives artificial intelligence as \u201cbeyond transformational\u201d and \u201ccompletely disruptive.\u201d<\/p>\n
For their part, marketers need to be brave and experiment with AI while not thinking short term about it, Fremont says in this interview Beet.TV with The Weather Company CMO Jordan Bitterman at the Cannes Lions Festival of Creativity.<\/p>\n
\u201cFor me, artificial intelligence is about the iterative learning process,\u201d says Fremont, who is Global Chief Digital officer of MEC<\/a>.<\/p>\n From an advertising and media perspective, AI represents a transition from algorithms to \u201csomething that is learning on its own.\u201d<\/p>\n He is particularly attracted to the notion that AI could help vehicle marketers configure a car \u201cbased not on what you told it but what\u2019s learned about you, your lifestyle, if you have a family, how old your kids are, what you do. You go right to the showroom and your car\u2019s there.\u201d<\/p>\n Fremont<\/a> dubs AI \u201cbeyond transformational\u201d because it touches everything from product design to demonstration and purchase.<\/p>\n \u201cIt\u2019s not device oriented, it\u2019s not marketing oriented,\u201d Fremont says. \u201cWhat I love most about it is that it\u2019s completely disruptive.\u201d<\/p>\n Asked by Bitterman whether AI is just a lot of talk at this point, Fremont posits that marketers need to do a lot more experimentation. Beyond the vehicle design model, he talks about the potential for machine learning from consumer engagement with digital ads.<\/p>\n \u201cIt\u2019s really taken the notion of one-to-one personalization to the ultimate.\u201d<\/p>\n Recalling the early days of one-to-one marketing with the direct mail medium, Fremont marvels at the swiftness of the AI realm.<\/p>\n \u201cNow the ability to move at lightening speed is what is so disruptive,\u201d along with \u201cthe accuracy that it has.\u201d<\/p>\n This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company<\/a>, an IBM Business. For more from the series, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" CANNES \u2013 Having spent nearly four decades in advertising, Carl Fremont perceives artificial intelligence as \u201cbeyond transformational\u201d and \u201ccompletely disruptive.\u201d For their part, marketers need to be brave and experiment with AI while not thinking short term about it, Fremont says in this interview Beet.TV with The Weather Company CMO Jordan Bitterman at the Cannes […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6586,6588,6635],"tags":[5299,3192,5337,4470,6569],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46720"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=46720"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/46720\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=46720"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=46720"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=46720"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}