Personalization, AI Excite Quigley-Simpson CEO Fremont [Video]

SANTA MONICA, CA – The advertising industry is abuzz with talk of using artificial intelligence and mountains of consumer data to power a new wave of personalized marketing.

But industry executives must proceed wisely to avoid pitfalls.

That is the view of Carl Fremont, CEO of ad agency Quigley-Simpson, who is excited about the potential for AI and data-driven personalization – but also cautious about their risks.

Fremont was speaking after sessions at the recent Beet Retreat industry gathering in Santa Monica, California, where executives discussed topics like connected TV, identity, contextual and AI.

Privacy paramount with consumer data

On the latter, he is upbeat. But Fremont, whose background is in direct marketing, also sounded a note of caution about using consumer data for personalization.

“With all the data that is available, we still have to be concerned about how are we handling all of that,” he said. “From a privacy side, that’s not going to go away.”

AI adoption requires clear strategy

Similarly, Fremont thinks advertising agencies and …