Anybody see the recent 60 Minutes interview – starts at 14:54 – with Google’s Deep Mind CEO Demis Hassabis? (Thanks to a tipsheet reader for sending my way.)
If you didn’t see it, a quick summary with video clips from the interview are provided here on X.
Hassabis discusses the impact in 10 years of Artificial General Intelligence (AGI) on healthcare and makes the claim: “I think we can cure all disease with the help of AI… within the next decade or so.“
Holy smokes! Healthcare sure (?!?).. but, what about ads and marketing?
I narrowed the question and asked Anthropic’s chatbot and large language model (LLM) Claude – which may not be at AGI level yet, but still has an opinion – about ad tech.
prompt – ad tech in 5 years
How will advertising technology today compare to advertising technology in 5 years?
Today’s ad tech is already sophisticated with programmatic buying, basic AI-driven targeting, and some personalization. However, in five years, we’ll likely see:
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AI-Generated Creative: Moving from human-created ads with AI optimization to fully AI-generated campaigns customized in real-time for each viewer. We’ll see a shift from static creative with minor variations to dynamic content that adapts instantly.
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Privacy-First Targeting: The end of third-party cookies will accelerate alternative targeting methods. We’ll move from workarounds to truly privacy-preserving technologies using federated learning and on-device processing.
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Mixed Reality Integration: Today’s experimental AR/VR ads will become mainstream, with immersive experiences becoming standard across shopping platforms and social media.
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Predictive Analytics: Rather than just analyzing past performance, AI will accurately forecast campaign outcomes before launch and autonomously optimize across channels.
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Voice & Conversational Commerce: Voice search optimization will evolve into full conversational advertising ecosystems as smart assistants become more central to daily life.
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Blockchain for Transparency: Ad fraud prevention and supply chain transparency will improve dramatically through blockchain adoption.
The most surprising shift might be that successful advertisers will focus less on technical capabilities (as these become commoditized) and more on leveraging uniquely human insights and creativity that complement AI’s capabilities.
Claude did not offer sources for these insights.
AI is my fren
As many humans fret about the impending changes brought on by AI, AGI and its brethren, some are thinking about AI will work alongside the human experience -particularly with creativity. “I think that AI can be, will be, and already is a tool for creative expression, but that true art will always be something steered by human creativity, not machines,” writes MIT Technology Review journalist Mat Honan. Read his essay.
And, read the entire MIT Tech Review issue on the tension between creativity and AI.
from my LinkedIn TL
YouTube CEO Neal Mohan reported on Wednesday that YouTube is “celebrating a really special day in the history of creativity: YouTube’s 20th birthday. On April 23, 2005, the very first video was uploaded to the site – a 19-second clip aptly named ‘Me at the zoo….’” Later, Mohan added, “Before YouTube or I were part of Google, YouTube was one of my partners at DoubleClick. I remember visiting the small but rapidly growing company above a pizza parlor in San Mateo…” Read more on LinkedIn.
articles
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Private Equity Sets Up Shop on Madison Avenue (April 24) – WSJ
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Exploring AI’s creative potential in dementia care (April 24) – Google blog