DIGITAL TRENDS

Moving into 2017

2014 - 2016 CONSUMER SHIFT

From products to experience

78% of Millennials said they would rather spend their money on

experiences not “things”PWC 2014

Placing the consumer at the heart of everything they do & designed simple customer centric experiences around their

needs

Alibaba, the most valuable retailer has no inventory

Uber, the worlds largest taxi

company owns no fleetAirBnb, the largest

accommodation provider owns no

real estate

A VIEW ON 2017

More of the same

But with greater tools

2017 – ENHANCING THE EXPERIENCEThe focus still remains on brands creating an experience

1. Artificial Intelligence; the rise of the machines?

2. Virtual; replacing and enhancing reality

3. Intuitive interfaces; thinking beyond the swipe

ARTIFICIAL INTELLIGENCE (AI)

The rise of the machines?

DEFINITION

‘The science of making computers do things that require intelligence when done by humans’

(Minskey 1968)

Learning. Reasoning. Problem solving.

Perception. Language understanding. (Turing 1950)

DEFINITION

Lots of data, very quickly with humanlike intuition

(Neil today)

WHY NOW?

Big data is not a new concept. Watson won Jeopardy in 2007,

Super AI is still 20 – 60 years away

DATA INTELLIGENCE

ENHANCING HUMANS

HUMAN INTERPRETATION

– Under Armour want to own a complete picture of your health

– $700m+ investment in platforms (incl. My Fitness Pal)– Attempting to own the biggest pool of health data– World’s first social network for athletes and fitness

enthusiasts

Data

IF YOU’RE LOOKING TO CRITIQUE AS WELL...

MESSAGING BOTS

– Developed as standalone products or using one of many messaging platforms i.e. Facebook

– 89% of customers would prefer to use an AI driven messaging bot to speed up finding information (Nuance research 2016)

Human interpretation

– Google Assistant, Microsoft (Cortana), Apple (Siri) and Amazon (Alexa)

– Siri handles 1 billion+ spoken requests per week– Gartner estimating that by end of 2016 two-thirds of

consumers in developed markets will use them daily– Customers likely to be heavily influenced by their VPA of

choice

Human interpretation

Human enhancement

– Developed as standalone products or using one of many messaging platforms i.e. Facebook

– 89% of customers would prefer to use an AI driven messaging bot to speed up finding information (Nuance research 2016)

It's likely to be either the best or worst thing ever to

happen to humanity, so there's huge value in

getting it right Stephen Hawking

““

VIRTUAL REALITY

Virtual and augmented reality

Goldman Sachs, The real deal with virtual and augmented reality, Feb 2016

““It is estimated that the AR/VR market will reach $80 billion by 2025 – roughly the size of the Desktop PC market today

(2016)

Virtual and augmented reality have the potential to transform how we interact with almost every industry

today, and will be equally transformative both from a consumer

and an enterprise perspective.

““

ON THE MARKET IN 2016Virtual Augmented

Overlays the real worldImmerses you in a virtual world

LEISURE & ENTERTAINMENT

EDUCATION, TRAINING & PURPOSE

BETTERMENT

– Pokémon Go launched in July 2016 truly made AR accessible

– 500 million downloads to date, across 100 countries– 26 mins spent per user, daily on the app

Source: DMR, Oct 2016

Entertainment

– ‘World first’ VR rollercoaster– Taking participants to places that they’ve never been to

before– 189 seconds, flying through space– Alleviating safety concerns

Entertainment

– A picture is worth a 1000 words”– New York Time embraced VR as one of many digital

initiatives– November 2016 committed to at least one 360 story in

every edition– Charities also using immersive story telling to huge

effect

Education

– Relaxation and mediation wherever you are– Tailored experiences based on an individual’s

preferences– World’s first VR app to measure heart rate in virtual

reality to effect the VR experience– Marriott hotels using to transport tired travellers– Treatment of fears and phobias

Betterment

INTUITIVE INTERFACES

Thinking beyond the swipe

– XXXXXXX

Human enhancement

– Neural Lace - ultimate enhancement – Symbiotically allows you to interact with your digital

environment– Chinese scientists have mastered getting into our brains

– just need to programme

PROJECT JACQUARD

Haptic or kinaesthetic communication recreates the sense of touch by applying forces, vibrations, or

motions to the user’ Wikipedia

HAPTIC TECHNOLOGY

IN CONCLUSION

What will 2017 bring?

IN SUMMARY1. Experience remains the macro trend

2. In 2017 an experience is more in-depth, immersive and specific and needs to move beyond ‘traditional’ digital channels

3. New relationships are establishing themselves – it’s a brave new world for brands and marketeers

4. Data will be key to driving experience

THANK YOU