Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.
If you believe the pace of change in the world is getting faster and faster, you’re not alone.
The rapid march of technology and changing consumer expectations are driving organisations to release new products and services at an ever increasing rate. In marketing, this translates to delivering campaigns and interactions at greater speed, with flexibility and customer responsiveness to match. But if handled poorly, such rapid product and process development can also translate to a drop in quality.
Chief strategy officer at cummins&partners, Adam Ferrier, subscribes to the theory of increasing speed in product development, communications and marketing processes – particularly when driven by pace-setting companies that introduce more efficient processes, such as European fashion brand, Zara.
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