People are already very familiar with AI and use it very frequently

Next January 25 from 09.00h The Advertising newspaper will celebrate a new artificial intelligence forum that will take place in Callao City Lights.To warm up engines, arrives the previous interview by Antonio Pajón, Head of Sales in RTB House.

With the arrival of artificial intelligence in our lives, can we affirm that it has meant a new industrial revolution?

It is undoubtedly a great step for humanity;a digital transformation of which we are part.Technology and especially AI help us every day as a second brain: they indicate traffic through navigation systems, park cars automatically and allow us to find products and translate texts that can later become voice audios.Technology is increasingly accessible and affordable.Yuval Noah Harari, in his bestseller Homo Deus points out that AI can become a friend or an enemy depending on the intention with which it is used.

In the advertising sector, there is still a lot of controversy with artificial intelligence.The most common doubts are related to the privacy of data and the replacement of humans by algorithms.In that I agree with Harari, everything depends on the intention or purpose of technology.In our case, Deep Learning algorithms save many hours of work to marketing professionals, while offering relevant and personalized ads to online users without invading their space.All this, with the strictest standards on data privacy.I think it's a scenario where we all win.

According to the latest report prepared by Boston Consulting Group (BCG) and MIT Sloan Management Review (MIT SMR), more than 75% of managers who claim that artificial intelligence (AI) improves decision making and team efficiency.How do you value this data?

If MIT says, it is surely true.Indeed, we are overloaded with data and the AI optimizes the analysis of the information and speeds up the decision -making process.The human brain, with all respect for our nature, has nothing to do with technology when we talk about the numerical calculation in real time.I still remember when the Deep Blue supercomputer beat the great chess teacher Garry Kasparov.

In my work, I dedicate myself to showing how AI can help advertisers reach their most relevant customers through the customization of messages.Imagine that you could predict precisely when, what and who are the ads show.That is the Deep Learning, a technology that allows to optimize budgets and make campaigns more efficient.My advice for managers is that they use AI not only to make their work more efficient, but also that of their team, starting, for example, with collaboration with different IA suppliers.The most innovative technology is not only reserved for large companies and you don't need to create your own AI department.In RTB House, for example, we offer solutions adapted to both global and small brands.

To what degree of evolution do you think IA is?

From a technical point of view, it is a question that would ask the experts of the internal RTB House team that built our Deep Learning technology.However, I personally believe that we are at a time where AI is increasingly accessible and affordable.Recall that the use of mobile was only reserved at the beginning for a select group of people and then its use expanded around the world.People are already very familiar with AI and use it very frequently even though they often do not realize.For example, the recommendations that Netflix makes us with the movies or publications you see on your social networks.Pandemia has accelerated the digital revolution and I think we have entered a new era.That is why I am very happy to participate in the IA forum with great professionals and to be able to ask these issues.

Do you think there is some fear that in the long -term future the work of many people be supplanted by machines?

It is the natural cycle of each invention.People need time and knowledge to assimilate and normalize it.Many people heard about AI for the first time in science fiction films that show robots that control the world.So naturally there are some fears if we do not have the appropriate knowledge or training in this regard.

It is inevitable that in the future some jobs be replaced by automation, as happened in previous revolutions.An example was the replacement of horses with cars as a means of transportation.But, on the other hand, each technological innovation also requires new jobs to manage it, so it is important to anticipate the changes, form and be prepared.The IA forum is an example of a training event in which you can be up to date with technology.

Second edition of the Artificial Intelligence Forum, what expects the event?

We would like to explain our point of view about artificial intelligence and share experiences with the classmates of an exciting industry.We always learn a lot from them.