Brands urged to spend more on people than tech

Brands that invest considerably more in technology than in people who have the insight necessary to exploit the opportunity will fail, according to IBM chief strategy officer Jeremy Waite.
Speaking at an event hosted by Marketing Week’s sister brand Oystercatchers, Waite said technology such as its own AI platform offers many opportunities to marketers and society but that the potential will only be realised if people are prioritised. “The companies that win are the ones that spend 1