When AI can read the audience, who controls the influence?

By Professor Rocky Scopelliti
For most of advertising history, marketers have tried to understand audiences indirectly. They used demographics, surveys, behavioural segments, purchase histories and, more recently, digital traces. AI is now changing that relationship.
The next generation of systems will not simply analyse what audiences have done. They will increasingly infer what people are feeling, intending, hesitating over and perhaps even becoming vulnerable to in real time. That creates ext