Artificial intelligence favours brands with a short tail: Rob Norman

Interview with the chief digital officer of GroupM

Sangeeta Tanwar  |  New Delhi 

In the case of digital media, scales are tilted in favour of companies with a long tail. On the contrary, AI favours brands looking to optimise knowledge, Rob Norman tells Sangeeta Tanwar. In what ways should organisations align with technology companies to disrupt existing businesses models? There are two parts to leveraging technology like artificial intelligence (AI) and IoT (Internet of Things) etc. AI can help businesses make a difference in an industry by making judicious use of limited resources. On the back of technology, it is the capital-light businesses that are ...

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Artificial intelligence favours brands with a short tail: Rob Norman

Interview with the chief digital officer of GroupM

In what ways should organisations align with technology companies to disrupt existing businesses models?There are two parts to leveraging technology like artificial intelligence (AI) and IoT (Internet of Things) etc. AI can help businesses make a difference in an industry by making judicious use of limited resources. On the back of technology, it is the capital-light businesses that are proving to be disruptive. The environmental consequences of the capital-light businesses are much lower than the capital-heavy businesses. Therefore, there are inherent advantages for organisations to leverage technologies like AI and IoT to innovate.We are already seeing innovation in the transportation industry with technology-based disruptive services like Uber and Ola. We need to replicate such business templates in other industries as well. Today, businesses need to align their capital with science to move closer to finding solutions to issues like water crisis and traffic management in ... In the case of digital media, scales are tilted in favour of companies with a long tail. On the contrary, AI favours brands looking to optimise knowledge, Rob Norman tells Sangeeta Tanwar. In what ways should organisations align with technology companies to disrupt existing businesses models? There are two parts to leveraging technology like artificial intelligence (AI) and IoT (Internet of Things) etc. AI can help businesses make a difference in an industry by making judicious use of limited resources. On the back of technology, it is the capital-light businesses that are ... image
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