Artificial intelligence favours brands with a short tail: Rob Norman

Interview with the chief digital officer of GroupM

In the case of digital media, scales are tilted in favour of companies with a long tail. On the contrary, AI favours brands looking to optimise knowledge, Rob Norman tells Sangeeta Tanwar.

In what ways should organisations align with technology companies to disrupt existing businesses models?

There are two parts to leveraging technology like artificial intelligence (AI) and IoT (Internet of Things) etc. AI can help businesses make a difference in an industry by making judicious use of limited resources. On the back of technology, it is the capital-light businesses that are proving to be disruptive. The environmental consequences of