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Whether you think it’s a good thing or not, artificial intelligence is being used by marketers - through our technology, through our phones, through our televisions, through our cars - every day. William Ammerman, author of “The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning” joins Michael to discuss both the benefits and risks in AI . William starts by expressing why he wanted to write The Invisible Brand, along with why he chose this title. Michael questions if William’s opinion of artificial intelligence changed while writing this book, so we hear about the opportunities and concerns that he wrote about. He explains that there are many risks which people do not comprehend. There is much profit to be made from changing people’s behaviors, and using personalized information is so effective that people are pouring billions of dollars into AI research. William says we’ll never run out of capacity to use this data but does reveal one of the most problematic opportunities. He gives an example of data collection outpacing its application. Traditional forms of advertising still work, though they have adapted to the new marketing landscape. William talks about the evolving subscription model and its role in the major shift of media consumption. He then provides his suggestions on what traditional publishers should pursue regarding AI. Trying to write a book? William instills that you don’t have to do it alone. You should get help by finding people who can support you and get you through the process. He reveals some discussions happening around The Invisible Brand and then shares a quick story about empathy.

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