Paddy explained how it is likely that future agencies would be run by mathematicians & statisticians. And how "for example, the next time you see an ad for Web Summit on Facebook, realise that that ad might only be shown to another 15-150 people out of Facebook's 1.5 billion users. And furthermore in some instances that ad might only be shown to you for a short period of time before that ad self-pollinates with something probabilistically even more creative or compelling, or is simply stopped. That's personalising not for the 1% but for the .000001% of users, without almost human intervention whatsoever."