Next Frontiers of Marketing: Virtual & Mixed Reality, Artificial Intelligence & Cognitive
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The next frontier of marketing: Virtual & Mixed Reality, Artificial Intelligence & Cognitive Evolution of media, brand opportunities and implications
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Next Frontiers of Marketing: Virtual & Mixed Reality, Artificial Intelligence & Cognitive
- 1. Next frontiers of marketing Virtual & mixed reality, Artificial intelligence & cognitive RORI DUBOFF @RDUBOFF GLOBAL HEAD OF STRATEGY
- 2. MEDIA One-way advertising via TV, radio, print 1900s • Product positioning • Promotions • Placements PROMOTION Traditional The Evolution of Media BRAND EXPERIENCE STRATEGIES Rori DuBoff May 2016
- 3. MEDIA Digital 1990s INTERACTION One-way advertising via TV, radio, print 1900s • Product positioning • Promotions • Placements PROMOTION Traditional The Evolution of Media Two-way communication, transactions via Web/Internet BRAND EXPERIENCE STRATEGIES • User Interfaces • Rich media • Real-time content • Personalization • Ecommerce Rori DuBoff May 2016
- 4. MEDIA Digital 1990s INTERACTION Social Group conversations, collaborations via shared networks 2000s COMMUNITY One-way advertising via TV, radio, print 1900s • Product positioning • Promotions • Placements PROMOTION Traditional The Evolution of Media Two-way communication, transactions via Web/Internet BRAND EXPERIENCE STRATEGIES • User-generated content/tools • Influencer marketing • Social commerce • User Interfaces • Rich media • Real-time content • Personalization • Ecommerce Rori DuBoff May 2016
- 5. MEDIA Digital 1990s INTERACTION Social Group conversations, collaborations via shared networks 2000s COMMUNITY Mobile Cross Platform Multi device, Internet of Things 2010s CONNECTIVITY One-way advertising via TV, radio, print 1900s • Product positioning • Promotions • Placements PROMOTION Traditional The Evolution of Media • User-generated content/tools • Influencer marketing • Social commerce Two-way communication, transactions via Web/Internet BRAND EXPERIENCE STRATEGIES • User Interfaces • Rich media • Real-time content • Personalization • Ecommerce • Location-based • Mobile Apps • Wearables & smart objects • MCommerce Rori DuBoff May 2016
- 6. MEDIA Digital 1990s INTERACTION Social Group conversations, collaborations via shared networks 2000s COMMUNITY Mobile Cross Platform Multi device, Internet of Things 2010s CONNECTIVITY 2015 Virtual • First person narrative • Interactivity, Haptics & HMDs • Gaming • AR & MR 360 presence inside a multi- sensory computer simulated world IMMERSION One-way advertising via TV, radio, print 1900s • Product positioning • Promotions • Placements PROMOTION Traditional The Evolution of Media • User-generated content/tools • Influencer marketing • Social commerce Two-way communication, transactions via Web/Internet BRAND EXPERIENCE STRATEGIES • User Interfaces • Rich media • Real-time content • Personalization • Ecommerce • Location-based • Mobile Apps • Wearables & smart objects • MCommerce Rori DuBoff May 2016
- 7. Virtual & Mixed Reality is the next Internet platform The market will grow from practically nothing today to $150 billion by 2020 (Digi-Capital) Predicted to scale 6x faster than the iPhone (The Next Web) Rori DuBoff May 2016
- 9. 24 million headsets sold annually by 2018 (from 2.5 million in 2015) 500 million headsets sold annually by 2025 $1 million to create one VR device in 1990 ($700 in 2016) Source: Wired 2016
- 10. Cinematic VRCinematic VR 360 video360 video Immersive VRImmersive VR Full presenceFull presence 360 panoramic viewing of images, video, animations Computer simulated 3D environment which creates the sensation of being physically present and enables interaction Virtual Reality (VR) Google Cardboard - $ 360 Facebook, 360 YouTube - $ Samsung Gear - $$ Oculus $$$ HTC Vive $$$ Sony PlayStation - $$$ DEVICES & PLATFORMS (& COST) Higher Reach Lower Reach Rori DuBoff May 2016
- 11. Cinematic VR – 360 Journalism: NY Times OVER 1.5 MILLION DISRTIBUTED SINCE NOV 2015 Rori DuBoff May 2016
- 12. Cinematic VR – 360 Video: McDonald’s Rori DuBoff May 2016
- 14. Immersive Virtual Reality (VR) Experience what you can’t do in real life It’s like learning about a new function of your body or something. It’s totally surreal to be able to just trick yourself into believing you’re somewhere else (Aaron Koblin, Vrse) Get super- powers to live fantasies Fly in the air, achieve superhuman strength/speed, create magic Connect closely with people from anywhere Interact with families/colleagues/frie nds and experience a shared virtual reality Engage in physical activity without harm Train for sports, fight simulations, games, competitions Explore remote, unreachable places Land on Mars, swim with sharks underwater, jump of mountain peaks Rori DuBoff May 2016
- 17. Immersive VR: Sports Events
- 18. SPORTS APPAREL
- 19. Immersive VR: Haptic Senseperiences Wearable Technologies & Haptics: Hand, Body, Face Tracking, Motion capture, Depth Sensing, Body Sensors Wearable Technologies & Haptics: Hand, Body, Face Tracking, Motion capture, Depth Sensing, Body Sensors Rori DuBoff May 2016
- 20. Social VR ‘Imagine sharing not just moments but entire experiences and adventures. This is a new communication platform’ - Mark Zuckerberg ‘Imagine sharing not just moments but entire experiences and adventures. This is a new communication platform’ - Mark Zuckerberg Rori DuBoff May 2016
- 21. Cinematic VRCinematic VR 360 video360 video Google Cardboard - $ 360 Facebook, 360 YouTube - $ Samsung Gear - $$ Rori DuBoff / May 2016 Higher Reach Immersive VRImmersive VR Full presenceFull presence Oculus $$$, HTC Vive $$ $ Sony PlayStation - $$$ Lower Reach 360 panoramic viewing of images, video, animations Computer simulated 3D environment which creates the sensation of being physically present and enables interaction Mixed/HybridMixed/Hybrid RealityReality AugmentedAugmented RealityReality Blending real & virtual worlds (physical & digital) to generate hybrid realities An added layer of digital content super-imposed onto the real world Blippar - $ Google Glass - $$ Microsoft Hololens -- $$$$ Meta - $$$$ Magic Leap - $$$$ Higher Reach Lower Reach Mixed Reality (MR)Virtual Reality (VR) DEVICES & PLATFORMS (& COST) Rori DuBoff May 2016
- 22. Mixed Reality
- 24. MEDIA Digital 1990s INTERACTION Social Group conversations, collaborations via shared networks 2000s COMMUNITY Mobile Cross Platform Multi device, Internet of Things 2010s • Location-based • Interoperable • Wearables & smart objects • MCommerce CONNECTIVITY 2015 Virtual 360 presence inside a multi sensory computer simulated world IMMERSION One-way advertising via TV, radio, print 1900s • Product positioning • Promotions • Placements PROMOTION Traditional The Evolution of Media Two-way communication, transactions via Web/Internet BRAND EXPERIENCE STRATEGIES • User-generated content/tools • Influencer marketing • Social commerce • User Interfaces • Rich media • Real-time content • Personalization • Ecommerce • First person narrative • 3D Interactivity & Haptics • Gaming • Augmented Tech Rori DuBoff May 2016
- 25. MEDIA Digital 1990s INTERACTION Social Group conversations, collaborations via shared networks 2000s COMMUNITY Mobile Cross Platform Multi device, Internet of Things 2010s • Location-based • Mobile Apps • Wearables & smart objects • MCommerce CONNECTIVITY 2015 Virtual • First person narrative • Interactivity, Haptics & HMDs • Gaming • AR & MR 360 presence inside a multi sensory computer simulated world IMMERSION One-way advertising via TV, radio, print 1900s • Product positioning • Promotions • Placements PROMOTION Traditional The Evolution of Media Two-way communication, transactions via Web/Internet • User Interfaces • Rich media • Real-time content • Personalization • Ecommerce BRAND EXPERIENCE STRATEGIES 2025 • User-generated content/tools • Influencer marketing • Social commerce Artificial intelligence Bridging the physical & digital divide, generating new solutions • AI: EQ & IQ • Machine learning • Lifestyle Robotics/Bots/Hum anoids • Mixed Realities PROGRESSION Rori DuBoff May 2016
- 26. Virtual Reality & Artificial Intelligence
- 27. Artificial Intelligence Artificial intelligence (AI) is the ability of a computer to perform tasks that usually require human intelligence. Eventually, to think like a human. Rori DuBoff May 2016
- 28. Artificial Intelligence: Cognitive Systems The adoption of AI by companies will be necessary in order for them to stay in business - - Goldman Sachs IBM has committed 1 Billion to commercializing ‘Watson’ – the cognitive computing platform Rori DuBoff May 2016
- 29. Accelerated Intelligence Havas’ cognitive products solutions and services division. + = New Strategies New Services New Products New User Experiences New Partnerships Havas + IBM Watson = Cognitive Rori DuBoff May 2016
- 30. Personal Robotics Rori DuBoff May 2016
- 32. Virtual Assistants & Chatbots Rori DuBoff May 2016
- 33. IBM System 360 CogniToys Rori DuBoff May 2016
- 34. AI & Mixed Reality Rori DuBoff May 2016
- 35. 35 IN CONCLUSION
- 36. NOW STORYTELLING OBSERVER VIEWING 2D SCREENS VIRTUAL & AUGMENTED AUTOMATION CLICKS & LIKES NEXT STORYLIVING PARTICIPANT INSIDE 3D EXPERIENCES MIXED REALITIES (SYNTHETIC or HYBRID) ARTIFICAL INTELLIGENCE WINKS & SMILES Rori DuBoff May 2016
Editor's Notes
- FRAMEWORK: http://www.pwc.com/us/en/technology-forecast/2015/robotics/features/service-robots-big-productivity-platform.html
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- WHAT IS VIRTUAL REALITY? SENSE OF PRESNECE
- VR uses a head mounted display (HDM) and a small web camera. The camera continuously captures pictures of what the person is looking at and sends them to the computer. The user is free to move around and look in 360 degrees around the object.
- McDonald's Sweden is launching a promotion that invites kids to turn Happy Meal boxes into virtual-reality viewers. Dubbed Happy Goggles, some 3,500 of them will be made available at 14 restaurants over the weekends of March 5 and March 12. The price is about $4.10.
- McDonald's Sweden is launching a promotion that invites kids to turn Happy Meal boxes into virtual-reality viewers. Dubbed Happy Goggles, some 3,500 of them will be made available at 14 restaurants over the weekends of March 5 and March 12. The price is about $4.10.
- McDonald's Sweden is launching a promotion that invites kids to turn Happy Meal boxes into virtual-reality viewers. Dubbed Happy Goggles, some 3,500 of them will be made available at 14 restaurants over the weekends of March 5 and March 12. The price is about $4.10.
- Immersive Journalism: Using VR, immersive journalism places the audience on scene and offer’s the opportunity to engage with the story. ABC most recently launched VR news coverage in Syria to plunge viewers into the warzone. This developing form of journalism will not only be an attempt to perpetuate awareness but strike a personal cord amongst audience members in order convert knowledge into action and ‘inspire people to care’.
- Immersive Journalism: Using VR, immersive journalism places the audience on scene and offer’s the opportunity to engage with the story. ABC most recently launched VR news coverage in Syria to plunge viewers into the warzone. This developing form of journalism will not only be an attempt to perpetuate awareness but strike a personal cord amongst audience members in order convert knowledge into action and ‘inspire people to care’.
- “You vs. Sharapova” Fans had the opportunity to play against a CGI-version of Maria Sharapova at this year’s US Open. It was the first VR experience to feature live action, where consumers could swing a racket to try to return Sharapova’s 100-mph serve.
- Hiking boot brand Merrell did one such activation at Sundance last month, partnering with Rolling Stone magazine to create the Merrell TrailScape—an immersive journey that had people feeling like they were walking around a crumbling ledge and over a treacherous wooden bridge high in the mountains. The experience—which Merrell says was the first commercial use of "walk around" virtual reality—was created by Merrell agency Hill Holliday and designed by Framestore. The latter is the Oscar-winning effects house that worked on Gravity and also famously did the Oculus activation for HBO's Game of Thrones at South by Southwest last March. (It later opened a whole VR and immersive content studio.)
- Second Life’s original inventor Philip Rosedale is spearheading High Fidelity, also based in San Francisco. The 20-employee startup has raised $17.5 million to date, with investors including Vulcan Capital, True Ventures and Linden. High Fidelity also plans to use personalized avatars to let people “travel” around a diverse but interconnected virtual world. As its name suggests, it wants to convincingly recreate real-world interactions in VR such as talking, shaking hands and sword fighting (really!). ew Platform from Creator of Second Life Will Democratize Virtual Reality as a Creative Medium SAN FRANCISCO - August 18, 2015 - Linden Lab®, the creators of Second Life®, today announced that a small number of creators have been exclusively invited to be the first to help test its new platform for virtual experiences, codenamed Project Sansar. Slated for general availability in 2016, Project Sansar will democratize virtual reality as a creative medium. It will empower people to easily create, share, and monetize their own multi-user, interactive virtual experiences, without requiring engineering resources. The platform will enable professional-level quality and performance with exceptional visual fidelity, 3D audio, and physics simulation. Experiences created with Project Sansar will be optimized for VR headsets like the Oculus Rift, but also accessible via PCs and (at consumer launch) mobile devices. Users can explore and socialize within Project Sansar experiences through advanced expressive avatars, using text and voice chat. The social VR features launching in a public testing phase from Oculus allow five people to watch a Vimeo or Twitch video together in a shared virtual home theater on the Gear VR. I just emerged from a session watching videos together in a room with CorvusVR, Will Mason and a guy named Steve.
- Second Life’s original inventor Philip Rosedale is spearheading High Fidelity, also based in San Francisco. The 20-employee startup has raised $17.5 million to date, with investors including Vulcan Capital, True Ventures and Linden. High Fidelity also plans to use personalized avatars to let people “travel” around a diverse but interconnected virtual world. As its name suggests, it wants to convincingly recreate real-world interactions in VR such as talking, shaking hands and sword fighting (really!). ew Platform from Creator of Second Life Will Democratize Virtual Reality as a Creative Medium SAN FRANCISCO - August 18, 2015 - Linden Lab®, the creators of Second Life®, today announced that a small number of creators have been exclusively invited to be the first to help test its new platform for virtual experiences, codenamed Project Sansar. Slated for general availability in 2016, Project Sansar will democratize virtual reality as a creative medium. It will empower people to easily create, share, and monetize their own multi-user, interactive virtual experiences, without requiring engineering resources. The platform will enable professional-level quality and performance with exceptional visual fidelity, 3D audio, and physics simulation. Experiences created with Project Sansar will be optimized for VR headsets like the Oculus Rift, but also accessible via PCs and (at consumer launch) mobile devices. Users can explore and socialize within Project Sansar experiences through advanced expressive avatars, using text and voice chat. The social VR features launching in a public testing phase from Oculus allow five people to watch a Vimeo or Twitch video together in a shared virtual home theater on the Gear VR. I just emerged from a session watching videos together in a room with CorvusVR, Will Mason and a guy named Steve.
- VR uses a head mounted display (HDM) and a small web camera. The camera continuously captures pictures of what the person is looking at and sends them to the computer. The user is free to move around and look in 360 degrees around the object.
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- So we scaled our relationship with IBM to a cognitive center of excellence: Havas design, strategy and execution expertise – grounded in our deep relationship knowledge with our marketing clients, coupled with IBM Watson’s technical expertise and knowledge are leading to new Strategies, services, products, experiences and most importantly ground breaking partnerships. These the next generation of brands we are building..
- Sophia's lifelike skin is made from patented silicon and she can emulate more than 62 facial expressions. Cameras inside her "eyes," combined with computer algorithms, enable her to "see," follow faces and appear to make eye contact and recognize individuals.
- CNN News m.me/cnn Wall Street Journal News m.me/wsj TechCrunch News m.me/TechCrunch Poncho Weather m.me/hiponcho 1-800-Flowers Flowers m.me/1800flowers Sequel Stories Literature m.me/storiesonsequel Spring Shopping m.me/springNYC HP Print Bot Printing m.me/HPPrintBot Operator Shopping http://m.me/operatorapp Health Tap Health m.me/HealthTap F8 Bot Conference m.me/f8bot Assist Personal Assistant m.me/assist Besure Food m.me/besure.io Miss Piggy Entertainment m.me/MuppetsMissPiggy * active 10am - 12noon PT ONLY Zork Game m.me/playzork Detective Kees Game m.me/detectivekees Hudson News, Weather m.me/hudsonapp EstherBot Personal Profile Bot http://m.me/helloestherbot/ JessieHumani Game https://www.facebook.com/JessieHumani/
- As an example …..with the toys our children play with…. Cognitoy, from Elemental Path is a company based here in NYC What you are seeing here would not have been possible to build had it not been for Watson’s cognitive capabilities The Dinosaur, with the natural language processing and machine learning capabilities of Watson underneath, can adapt to your child’s personality, likes, interests and line of questioning as it interacts with vast amounts of information An educational smart dinosaur backed by Watson; it converses with children whilst simultaneously adapting to their age by responding with age appropriate answers. It uses the information from the dialogue with the child to track the progress of the child developmentally. The toy develops a unique personality that continues to evolve based on the child’s interactions with it. Since the dinosaur is connected to the cognitive computing capabilities of IBM Watson via wireless internet, it can learn in real-time and get answers to questions that might not have been programmed into the toy from the outset.
- The toymakers have envisaged parenting in 2025 with hologram toys that bridge the physical and digital divide. Holograms are used to enhance regular toys (e.g. the Rock-a-stack, covered in felt and technologically enabled so that a hologram of a bird is released once the felt rings are properly stacked). “Our current technologies and AI systems exist in cages. In the future, they will be more integrated in our lives, and become autonomous within our environments”- Steve Brown http://www.psfk.com/2016/03/fisher-price-future-of-hologram-toys.html
- FRAMEWORK: http://www.pwc.com/us/en/technology-forecast/2015/robotics/features/service-robots-big-productivity-platform.html