Trends for 2017: Chatbots, social media & Trump tactics

Marketing Week outlines 12 trends, predictions and issues that will gain pace over the next 12 months. In part three we look at what’s next for artificial intelligence, why social media needs to take responsibility and the rise of Trump tactics. Rise of the bots. Investment in artificial intelligence (AI) is expected to triple in 2017 according to Forrester research, as brands tap into the potential of machine learning and look to take a leading position on the ‘Internet of Things’ (IoT). Amazon and Google have already entered the fray with the launch of their connected home devices – Echo and Home – exhibiting the emerging power of voice to order services online and set personalised alerts based on users’ previous behaviour. The rise of the ‘zero user interface’, whereby people reduce their interactions with screens in favour of speaking directly to faceless machines, is set to redefine how brands communicate with consumers.