Embracing automation: How to drive value for your business in 2018
The benefits of automation go far beyond cost savings. From elevated insights to industry disruption, here’s how to truly benefit from this emerging technology.
Alongside flying cars, home-helper robots have long been predicted as a staple of how we’ll live in the future. And with the likes of Amazon Echo and Google Home taking over day-to-day tasks, we’re well on the way to having mechanised butlers. Outside the home, similar technologies are becoming more common in the workplace, generating new opportunities, facilitating cost savings and generally transforming business practices.
Unfortunately, not everyone recognises these opportunities for what they are. A common misconception is that digital automation means robots will replace people and no one will have a job to go to. Similar fears were voiced when computers first became part of our professional lives. But while computers have rendered some roles unnecessary, they have created far more jobs than they ever replaced. The same is predicted of automation.
According to a study by Adobe, only the most mundane tasks will be automated. This will free up human capital to be used on more creative, fulfilling and ultimately strategic duties. Another misconception is that automation is solely about cutting costs, when there are many other benefits to reap.
Industry disruption
“Automation is not about taking out cost – it’s about becoming more competitive,” says Sean Smith, Isentia’s CEO Media Intelligence. “Done right, it can uncover new business models and revenue streams, and improve outcomes with more efficient processes and better-quality products and services.”
For example, Daimler used sensors as part of the Internet of Things (IoT) in its car2go on-demand service. Thanks to these sensors, it could monitor the performance of individual vehicles and analyse data to maximise efficiency. It could also manipulate this user-specific data to offer drivers customized insurance policies, rather than traditional policies based on data from all users. This meant better value for the drivers, and more revenue for Daimler.
This is just one example of how automation can disrupt traditional models to provide a competitive edge in the market. And if your competitors are doing it and you aren’t, you’ll likely be left eating their dust.
“Automation creates opportunities for deeper insights and analysis,” says Smith. However, to really reap rewards, you need to consider the bigger picture. Daimler wouldn’t have thought of adding personalised insurance if it was solely focused on getting car2go up and running. Instead, it looked further ahead, saw the potential for creative collaboration with adjacent industries, and found some easy wins using the same system. As Smith says: “It’s an investment that requires vision beyond year one.”
How to get the most from automation
So how do you embrace this brave new world? The first step is to fully audit your business and find the low-hanging fruit where automation can drive the biggest impact. Cincom, a provider of enterprise software, audited its content as part of its behavior-based content marketing campaign. It also tracked its users, gained a clearer picture of them using progressive profiling (asking them their company name and size, and requesting more information with each subsequent website visit) and tagged its content to see who was reading what. Once Cincom had built a detailed picture of its audience, it was able to market to them more effectively.
The result? An average of 18 new sales leads every week. Most importantly, it achieved this without overhauling how its business functioned. It didn’t change what it did; it was just able to execute it better.
Upskilling and educating staff
The final piece of the puzzle is your most valuable asset: the people who work for you. It’s imperative you assuage any fears of robots “stealing” their jobs, and steer the conversation towards a more positive outlook. Emphasise what automation can do for the company, and for their careers. Explain how it will mean fewer mundane tasks for them, and more creative, strategic work instead. Consult with them to identify where their skills would be best utilised and focus on making the most of them – for their benefit as well as the organisation’s.
Automation is just one emerging technology with the power to transform your business and the working lives of both you and your colleagues.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
The immediate challenge is not killer robots, its job replacement. If individuals are automated out of jobs, the future for society is bleak.
Computers can already take orders, fold clothes and even drive cars, but where to from here?
The robots are coming. Although often spoken of in future tense, the truth is machine learning is well and truly here. Without realising, consumers interact with ‘smart’ technology at almost every touch point; from robotic vacuums to facial recognition technology, artificial intelligence (AI) is helping to complete tasks faster, cheaper and – sometimes - more effectively than ever before.
In an economy that’s driven by speed and efficiency, it should come as no surprise that a computer’s ability to communicate at a trillion bits per second is favoured above the human capability of about 10 bits.
McKinsey recently reported that 40 per cent of work tasks can be automated using existing technology, prompting everyone from factory workers to lawyers and accountants to consider the threat of being replaced by robots as not just inevitable, but imminent.
For technologists, we are witnessing first-hand how this emerging field is transforming the companies we work for.
In my work at Isentia, we use machine learning to process seven million news items each day. Not long ago this was a task relegated performed solely by humans with the mind-numbing task of flipping through newspapers in search of stories that might relate to a client.
We have a duty to empower those around us to learn everything they can about what their job may evolve into in order to become the very best man-machine partner possible.
Today, machines trawl video, audio and digital content across over 5,500 new sites at a rate of 234 stories per second and present meaningful summaries to clients in real-time.
Whether a story breaks on Twitter and then spills across news platforms and onto television and radio, machine learning can track and analyse how a story evolves with 99 per cent accuracy.
While AI is revolutionising the way that we work, the impact is far greater for those in the tech industry.
In our mission to develop software that can learn complex problems without needing to be taught how, the success of the AI industry ultimately comes down to technology professionals: our ability to automate, and the pace at which we expand the field of machine learning.
With an annual growth rate of 19.7 per cent percent (predicted to be worth $15.3 billion by 2019), it’s safe to say our foot is well and truly on the pedal. While this relies greatly on our technical capabilities, it is something that challenges many of us ethically: what set of values should AI be aligned with?
Two of the greatest technologists of our times, Elon Musk and Stephen Hawking, have spoken about both the potential benefit and the harm that an AI arms race could deliver. An eradication of disease is not unfathomable, but nor is a threat to humanity. They hold grave concerns as to whether or not robots can be controlled against misuse or malfunction.
While thought provoking, the immediate challenge is not killer robots, it’s job replacement. Employment may not seem like an ethical problem, but if individuals are automated out of jobs, the future for society is bleak.
While the phrase ‘Thank God it’s Friday’ has forged its way into the 9-to-5 vernacular, for most people, jobs create a huge sense of personal and professional satisfaction… not to mention a means to pay bills.
An apocalypse might be somewhat melodramatic, however I do agree that it is important to consider just how closely we should merge biological and digital intelligence.
Computers can already take orders, fold clothes and even drive cars, but where to from here? It’s both exciting and terrifying. The last time we experienced a revolution like this was in the early 1900s when cars, telephones and the airplane all emerged at once.
Contrary to the hype, there lies an enormous opportunity for humans to work with artificial intelligence, not be replaced by it.
Make no mistake: at some level every job can be carried out by a robot. But there are certain jobs, particularly in technology, that require decision making, planning or coding software.
While computers do a brilliant job of executing well-defined activities - such as telling us the fastest route to get from home to work - it is safe to say that humans are an essential component of goal setting, interpreting results, humour, sarcasm and implementing common sense checks.
The most difficult jobs to automate are those that involve managing and developing people. While in this industry most of our jobs are safe (for now), we should heed the advice of Musk and Hawkings and protect those outside our field by proceeding with caution. How then to facilitate human and robots working together harmoniously without the workforce morphing into cyborgs? The secret is to not sail out farther we can row back.
As technologists, we also have a duty to empower those around us to learn everything they can about what their job may evolve into in order to become the very best man-machine partner possible. It's the best, and most ethical, way to prepare for the inevitable advent of AI.
First publish in CIO New Zealand
Andrea Walsh, CIO
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Blog
It’s time to slow down the AI arms race
Computers can already take orders, fold clothes and even drive cars, but where to from here?
Across the communications landscape, teams are being asked to do more with less, while staying aligned, responsive and compliant in the face of complex and often shifting stakeholder demands. In that environment, how we track, report and manage our relationships really matters.
In too many organisations, relationship management is still built around tools designed for customer sales. CRM systems, built for structured pipelines and linear user journeys, have long been the default for managing contact databases. They work well for sales and customer service functions. But for communications professionals managing journalists, political offices, internal leaders and external advocates, these tools often fall short.
Stakeholder relationships don’t follow a straight line. They change depending on context, shaped by policy shifts, public sentiment, media narratives or crisis response. A stakeholder may be supportive one week and critical the next. They often hold more than one role, and their influence doesn’t fit neatly into a funnel or metric.
Managing these relationships requires more than contact management. It requires context. The ability to see not just who you spoke to, but why, and what happened next. Communications teams need shared visibility across issues and departments. As reporting expectations grow, that information must be searchable, secure and aligned with wider organisational goals.
What’s often missing is infrastructure. Without the right systems, strategic relationship management becomes fragmented or reactive. Sometimes it becomes invisible altogether.
This is where Stakeholder Relationship Management (SRM) enters the conversation. Not as a new acronym, but as a different way of thinking about influence.
At Isentia, we’ve seen how a purpose-built SRM platform can help communications teams navigate complexity more confidently. Ours offers a secure, centralised space to log and track every interaction, whether it’s a media enquiry, a ministerial meeting, or a community update, and link it to your team’s broader communications activity.
The aim isn’t to automate relationships. It’s to make them easier to manage, measure and maintain. It’s about creating internal coordination before the external message goes out.
Because in today’s communications environment, stakeholder engagement is not just a support function. It is a strategic capability.
Across the communications landscape, teams are being asked to do more with less, while staying aligned, responsive and compliant in the face of complex and often shifting stakeholder demands. In that environment, how we track, report and manage our relationships really matters. In too many organisations, relationship management is still built around tools designed for […]
The Singapore general election was quick and felt like more of a touch-and-go event, but a lot was observed and could be learnt from media and audience reactions to the event.
We analysed, using Pulsar TRAC, more than 270k mentions across online news, podcasts, TV, Facebook, YouTube, TikTok, Reddit, X, forums and blogs in Singapore between March 28th - May 7th 2025, to see how the conversation was moving and being influenced by media and audiences. Based on this, we listed what we’ve learnt from this year’s election.
Which industries gained the most spotlight?
Chee Hong Tat’s defence of the GST hike shows the PAP leaning heavily on long-term fiscal planning. This was mainly covered by media outlets like the CNA, mentioning how these hikes were to eventually work on providing benefits to the seniors of society and that it wouldn’t be possible if these hikes weren’t in place. Audiences across X and Facebook expressed their concerns around this, but were equally appreciative of open dialogue with the public.
The US and UK covered the election when their media focus was majorly on Trump’s tariffs
The peak in the US mentions were partly a consequence of Trump’s trade tariffs that wasn’t received particularly well by the rest of the world. PM Wong expressed his opinions on how Singapore continues to be a partner to the US but would expect a fair tariff rate in return. Big foreign peaks were tracked by Reuters and The Guardian that framed the election poll as a barometer of regional politics. Many of the foreign media talk about the opposition parties in Singapore and express that a healthy opposition makes for important parliamentary debate on essential matters like rising living concerns and jobs in Singapore.
Social saw the most audience discourse
The Straits Times leads the election coverage with many of its articles being linked or reposted around social media, mostly Instagram, Facebook and Reddit with audiences giving timely updates on speeches, election street campaigning or their favourite candidates, intending to start conversation. CNA and Mothership show the same pattern, each pulling far larger numbers once clips hit Facebook, X, TikTok and Reddit.
Which hashtags saw the most engagement online?
#ge2025 sat far above every other tag, yet party tags #pap and #rp still drove thousands of mentions. On keywords, PM Lawrence Wong outranked party names with the most mentioned on social posts. It’s important to note that these mentions are by audiences on social media like TikTok, X, Reddit, Instagram and Facebook. Lately, even short clips from podcasts around elections are becoming viral, not just on Instagram or TikTok, but even on Facebook that generally hosts long-ish format videos, second to YouTube.
Podcasts become new medium for election content for younger audiences
Yah Lah BUT logged more than a hundred election clips, nearly double its nearest podcaster, The Daily Ketchup. Audio hosts mixed humour, policy, and hot‑takes that travelled into short‑form video. These podcasts have been a growing trend in Singapore, hosted by youngsters who often invite political candidates onto their shows and pose questions that a young Singaporean would like to ask their leaders. These podcasters have seen their content travel fast on TikTok and Instagram reels for quick insights, but still have most of their audience engagement on YouTube.
Singapore’s GE2025 didn’t just offer political drama—it showed how media, both old and new, shape what people see and feel. From viral videos to policy debates, from mainstream reports to TikTok podcast clips, every format played a role.
5 things we learnt from the Singapore general election 2025
The Singapore general election was quick and felt like more of a touch-and-go event, but a lot was observed and could be learnt from media and audience reactions to the event. We analysed, using Pulsar TRAC, more than 270k mentions across online news, podcasts, TV, Facebook, YouTube, TikTok, Reddit, X, forums and blogs in Singapore […]
This was not an election won or lost on policy alone. While political parties released detailed plans around cost-of-living relief, energy, healthcare and education, the battle for attention played out across a different terrain. One shaped by identity, digital influencers and polarised media narratives.
1. Policy set the agenda, but didn’t hold it
At the start of the campaign, traditional media focused on familiar priorities. The Labor government’s May budget led with cost-of-living relief, fuel excise changes and increased rental support. The Liberals responded with proposals for nuclear energy and a plan to cut 40,000 public service jobs. While these issues framed the early weeks, they were quickly overtaken in online discussions by stories with more cultural weight.
On social media, a video comparing Peter Dutton to Donald Trump circulated widely, while Anthony Albanese’s “delulu with no solulu” moment during a Happy Hour podcast interview was picked up by national outlets and widely shared on social platforms. Personality often generated more interest than policy.
2. Messaging strategy went beyond the platforms
Both major parties tried to engage younger voters where they spend their time. Albanese’s appearance on podcasts and his interviews with influencers like Abbie Chatfield reflected a values-driven approach. Dutton’s appearance on Sam Fricker’s podcast targeted young men through a more casual, conversational format.
Mainstream media covered these appearances but often through the lens of political tactics rather than substance. When Abbie Chatfield’s pro-Greens posts attracted AEC scrutiny in early April, the story became more about influencer regulation than her political message.
3. Polarisation dominated public debate
The second leaders’ debate on 10 April marked a turning point, with stark contrasts on energy, education and immigration. Dutton's focus on crime and border control drew backlash, while Albanese was seen as calm but cautious. Instead of clarifying party differences, the debate intensified existing divides.
Online commentary quickly split along ideological lines. Audiences did not just debate the leaders’ points but used the debate to reinforce partisan views, highlighting how polarised public discourse has become.
4. Influencers reshaped election storytelling
Influencers became central to election storytelling. Abbie Chatfield faced strong support and criticism after posting about the Greens and questioning the Liberal Party’s media strategy. The Juice Media released satirical videos targeting defence and energy policies, resonating with disillusioned younger audiences.
Even incidents unrelated to official campaigns became flashpoints. In February, a video from an Israeli influencer alleging antisemitic comments by NSW nurses went viral, triggering political statements and shifting media attention to broader issues of hate speech and accountability online.
5. Culture wars outpaced policy in the final stretch
As the election neared, cultural tensions gained traction. On 12 April, media attention turned to Peter Dutton after reports emerged that his Labor opponent Ali France was leading in Dickson. Around the same time local authorities dismantled a tent encampment in the area while Dutton was campaigning in Perth. This raised questions about leadership and visibility on local issues.
Across social and news media, themes like Gaza, curriculum debates and identity politics took centre stage. Slogans such as “Get Australia back on track” were interpreted as echoes of US political rhetoric. Jacinta Price and Clive Palmer were both linked to similar messaging, fuelling memes and commentary about the Americanisation of Australian politics.
Rather than rallying around shared policy concerns, audiences engaged with content that reflected deeper anxieties about national identity and international influence.
What stood out the most wasn’t necessarily the policy itself, but the moments, memes, and messages that tapped into cultural tensions. The freedom for media and social media users to connect with and amplify these narratives created an arena where some politicians struggled to engage effectively. While some stuck to party lines without fully understanding the patterns driving media and social discourse, others embraced the shift, adapting to the rhetoric that was emerging online. The lesson is clear: in today’s media environment, ignoring what people are saying or the patterns of conversation isn’t an option.
Media and social highlights from the election campaign 2025
This was not an election won or lost on policy alone. While political parties released detailed plans around cost-of-living relief, energy, healthcare and education, the battle for attention played out across a different terrain. One shaped by identity, digital influencers and polarised media narratives. 1. Policy set the agenda, but didn’t hold it At the […]
