Frances Ralston-Good, Chief Strategy & Innovation Officer at Omnicom Media Group, shed a light on how the media industry is changing to adapt to the emerging AI technology at our disposal. With the rise of personal AI assistants, we may very well be marketing to bots in the future, inexplicably changing the shape of marketing as we know it. She explained how, while AI will never replace humans in agencies, it has an opportunity to remove human error and to automatise laborious tasks.