Pakistan explores potential of Big Data and AI

On 14 April, the Pakistan Advertisers Society (PAS) organised the 6^th edition of ‘Dig-it’, their flagship digital marketing and advertising conference in Karachi.

Created in 2012, Dig-it aims to promote the importance of digital media in marketing and tackle current issues faced by Pakistan’s digital industry.



This year’s edition brought together the country’s digital and marketing leaders to explore how the industry can leverage the potential of “Big Data” and technology-assisted creativity in executing successful omnichannel campaigns.

The conference was divided into three interactive sessions that focused on specific topics such as big data, artificial intelligence, data collection and targeting. Speakers included Asad-ur-Rehman, Global Media Director MEA at Unilever, who spoke on how data mining can significantly affect business decisions and outcomes, and Shahbaz Zobairi, Creative Director at MullenLowe Dubai, who explained how AI is the future of consumer experiences, but argued that “the need for human intuition will always remain at the core of any development.”



Aside from speaker presentations, Dig-It also featured workshops and a panel discussion on data-driven marketing.

For more information, please visit the event website or contact PAS.