Soho is a buzz with delegates, sessions and so many free sweets for Advertising Week Europe’s fifth year in London. We're on the ground all week collecting the latest trends from the industry’s biggest thinkers on the hottest topics.

Here are some of our key highlights from Day 1:

1 – The future of A.I.

There’s no doubt that AI is starting to be present in every part of out lives – and is reaching new heights. On the future of AI, Google’s Director of Agencies, Matt Bush, discussed the next step as teaching machines to learn for themselves. The future of AI is machines teaching themselves. The wheels are already in motion at Google (for example with Google Photos as well as the new spam filters and ‘smart reply’ features in Gmail). The possibilities of AI certainly make the industry a very exciting place to be.

2 – Branded content online

Unilever’s Chief Marketing & Communications Officer, Keith Weed, spoke about the attention economy, believing we will see more branded content emerge. However he warned that audiences won’t spend time with a brand if it fails to produce great content. Now, more than ever before, audiences can choose how they spend ‘their minute’. As an industry, Keith believes we need to better understand how people are using different devices and engage so we produce the right content at the right time – so consumers choose to spend ‘their minute’ with our brand.

3 - Brand safety in the world of digital advertising

It came as no surprise that ad placement was a hot topic when Google’s EMEA President Matt Brittin took to the stage. Apologising to the advertising industry for the problem of brands finding their ads placed next to controversial content on YouTube, Matt outlined three different areas Google is looking at to address advertisers’ concerns: policies, controls and enforcement.

 

Look out for a round-up of Day 2 tomorrow. For live coverage of Ad Week Europe, head to Ogilvy UK's Twitter, Instagram and Facebook.