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.