When it comes to technology, nobody wants to be left behind.

But there’s a difference between predicting the tide and getting swept away by it.

It’s up to us to define how technology should be applied.

Is it a backroom tool or a strategic weapon?

Is it about making brands more personal or customers more predictable?

Above all, why can’t agencies work more like social networks –

Where every part contributes by finding its natural level of expertise.

In short, we need to re-evaluate how technology itself is valued,

Before machine learning makes monkeys of us all.