The advertising events season is in full effect here in Europe. But those looking forward to a low-intensity post-Cannes cool-down may have been disappointed, as #MAD//FEST served up searing heat (with the inevitable rainy interlude), fantastic panels, and a busy but highly satisfying opportunity to network and connect with #adtech friends and colleagues from across the industry. 

This was Limelight’s first visit to MAD//FEST , and the team deployed in numbers. We had Savina Parvanova, Andrew Macdonald, Graeme Rains and Russell Pegrum all joining the fray at The Digital Voice™ Cabana, and supporting our co-founder and CRO James Macdonald as he took centre stage for ‘The abracadabra magic touch - human or AI?’ panel, hosted by The Digital Voice™’s Julia Linehan. 

Other panellists included Alice Anson , Director of Digital Media at Nectar360 , and Lauren Barnett , Head of UK Sales at Samsung Ads EMEA , and there followed a lively debate on the role #AI - buzzword of the moment - has to play in digital advertising. 

James suggested that: “The potential for AI in adtech is immense. It’s going to pervade every part of human existence in the next ten years. We’ll soon be visiting avatar doctors when we’re ill, for example.”

But he stressed that AI needs to be used with caution: “Yes, AI will bring huge adtech efficiencies, but think of the bow and arrow analogy. If you fire an arrow that's just a few degrees off as it leaves the bow, that error will be extrapolated wildly as it travels towards the target. You can get yourself in big trouble very quickly with AI, and it needs to be managed properly. It’s a tool - an amazing one, but a tool nonetheless.”

Alice agreed, saying that “AI can go too far. For example, we’re hugely passionate about creativity, but sometimes AI can erode that. GenAI is only as good as the data being used, and for us it's about delegating workflow tasks to AI and freeing up time to focus on creative solutions for our partners.”

For Samsung Ads, AI has become invaluable for ad personalisation and driving creative effectiveness. Lauren said that ultimately “AI has got to be used to serve the users, but you still need people to optimise the technology and retain that critical, human-centric touch.”

And that seemed to sum up the panelists thoughts on AI or, as James put it: “You need to harness the tech, drive the tech, but retain a human touch. Human organised, AI delivered.”

The rest of our week centred around attending panels, making new connections and gathering valuable insights as to the adtech industry’s direction of travel. It was a fantastic few days, and you can next catch us at DMEXCO Digital Marketing Expo & Conference in September.

Watch the full MAD//Fest panel below: