In the next 12 months we’ll see an explosion of innovation in marketing as nascent AI, chatbot, and context-aware tech begins to mature. The world this innovation is creating is one where advertising and branding is increasingly invisible. Far from resisting this, brands should want to disappear: the more seamlessly you’re integrating into consumers' everyday lives, the more effective you’ll be at targeting their needs and anticipating their intentions. The result? You become as indispensable to them as Google Maps or Snapchat.