Chaminda Ranasinghe on will robots infiltrate marketing?

It has been touted as "an increasingly integral part of many industries, including marketing". But what exactly is artificial intelligence? And, more importantly, what does it means for marketers in the future? The uptake of artificial intelligence may have been measured to this point, but there are many who predict a future of robots, computers and intelligence beyond anything we can currently imagine. In this episode of The CMO Show, Mark and JV delve into the depths of AI, marketing culture and the state of digital marketing with Chaminda Ranasinghe, head of digital sales & marketing at ANZ. "A lot has been made out of AI and the future of marketing in terms of AI," says Ranasinghe. "In my view, the reason AI os hitting the market in such a big way is because of three things – the power of computing, the neutral networks available and the data the machines are able to consume is what's making AI so powerful." Ranasinghe also sheds light on ANZ's latest rebrand and the role of customer experience in navigating that change. "The old days of mass communication when one message was thought to fit everybody are long gone," he says. "It's not just about simplifying the language and turning it from bank-speak to customer-speak, but it's also about making sure you get out of the way of that conversation." Tune in to learn more about the role of culture in marketing and the rise of artificial intelligence.