for the company , which is fully prepared to meet the challenges , privacy concerns and consumer perceptions inherent . For Mankovski , the future of ADA goes hand-in-hand with the evolution of AI and automation . “ We ’ re true believers in AI as an important driver of change in the industry ,” he explains . “ Many more use-cases are emerging , especially as voice recognition technology is becoming more advanced .” Indeed , the numerous creative adaptations of AI and its capacity for analysing a wide variety of data indicates that marketing could change significantly in a relatively short time frame . As ecommerce continues to expand exponentially and the adoption of digital technology continues to permeate the industry , ADA will be pioneering a new approach that values data and its integral use . “ The digital marketing landscape is becoming increasingly complex . It is for our collective good to make use of this data in the proper way , one which benefits both brands and consumers ,” he concludes . “ This approach isn ’ t the easiest one , but we believe at ADA that it is the right one .”
181 businesschief . asia