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CTO, Hearst Corporation
With the launch of its new Native and Emerging Technologies (NET) group, Hearst Corporation has made a big push to keep up with emerging technologies such as augmented reality, artificial intelligence (AI) and voice-controlled search. But the century-old company isn’t just playing around with cutting-edge tools—rather, Hearst is using them to develop a New Age marketing and analytics workflow that delivers real business value. That’s according to Phil Wiser, CTO at Hearst, who spoke with eMarketer’s Maria Minsker about how the company is making the old work with the new.
eMarketer: What led to the origin of the NET group at Hearst, and what purpose does it serve?
Phil Wiser: The group originated because we noticed a shift to voice-based interfaces, especially for search. We know that a meaningful percentage of online searches shifted to voice over the past year. Because we want to be relevant to the consumer, our emerging technology group has been looking at new interfaces, such as Amazon’s Alexa. We’ve already learned quite a bit about reworking written content to make it relevant for these interfaces.
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