A few years ago, Dr. Stephen Hawking opened the Leverhulme Centre for the Future of Intelligence and describedArtificial Intelligence (AI)as "either the best, or the worst, thing ever to happen to humanity." In the race for the next great marketing technology, there is a school of thought that has immediately identified the value of and begun to apply it to develop media strategy. Even more are asking: Can we our way to brand building or driving loyalty? There is a natural tension between and humanity and it centers on empathy. Will a machine appreciate an individual's circumstances, which change continuously and at any moment in time, then apply the appropriate sense of urgency to a problem?