Everything will become automated in the future: Arshan Saha, APAC CEO, Xaxis

Automation of media channels will make it easier to collect data, said Saha as he shared insights on the role of Artificial Intelligence and Machine Learning

e4m by exchange4media Staff
Published: Nov 7, 2019 8:26 AM  | 2 min read

Xaxis, the outcome media company by GroupM and WPP, is opening up a huge space for marketers and advertisers. With a collective approach of advanced technology, machine learning, unique data sets and automation, Xaxis is helping brands to reach their business outcomes in the most efficient and effective ways.

In a chat with exchange4media, Arshan Saha, APAC CEO, Xaxis, spoke about the future of AI and data in terms of marketers.

Artificial Intelligence and Machine Learning will have a massive effect on the advertising and marketing world, says Saha.

“The majority of media channels will be automated in the near future,” he said. This will mean consumers will become addressable across different channels as they will be driven by a digital footprint, Saha added.

This will make it easier to collect data, and an abundance of data assets means that the use of machine learning will help us arrive at a more effective decision quicker in order to predict the future engagement and interaction of a consumer meeting, he explained.

According to researches, digital, at present, is growing at a rate of 42 per cent in APAC. Saha thinks this number will increase in the future and everything will become automated.

“All media will become addressable. All addressable will be digital, and all digital is automated,” stressed Saha.

Xaxis helps other brands to grow in the digital age by holding marketing and technology summits as a way to reach more advertisers and marketers and continues to define what the destiny of advertising would look like in the innovating space of India," Saha said while signing off. 

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