A short overview of trends at SXSW 2017 edition, from a brand planner perspective.

1. SXSW 2017
LUNCH & LEARN
SXSW/Lunch & Learn 2017 Date// 28/04/17
1

2. 2
AVANT-PROPOS
➔ SXSW Interactive is a festival of 5 days where there are 1.377
sessions to choose from and so many other brand activations
and parties;

3. 3
AGENDA
➔ Here are a resumé of what we’ve learned and conclude from our
trip:
○ The End of the Screen
○ The New Brand
○ How A.I. Will Help Us
○ What Now
○ Conclusion

4. 4
THE END OF THE
SCREEN
1

5. 5
1
Learning
The end of the screen,
Interface are now
everywhere

6. 6
Hearables market is estimated to reach more
that US$ 20 billion until 2020
(Alexa is estimated to hit US 10 billion in the same frame time)
“By 2020, 30% of web
browsing without a
screen”
- Gartner 2016
1

7. 7
1
Source:
http://www.levi.com/US/en_US/feature
s/levi-commuter-xgoogle-jacquard/

8. 8

9. 9
Source: https://www.wareable.com/footwear/fujitsu-snowrobin-smart-shoes-sxsw-4076
1

10. 10Source:
http://www.theverge.com/circuitbreaker/2017/3/14/14926336/visa-contactless-credit-card-sungla
sses-pilot-program-payment
1

11. 11
Source: http://www.theverge.com/2017/3/12/14899804/sony-touchscreen-projector-display-prototype-sxsw-2017
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12. 12

13. 13
1
Source: https://www.magicleap.com/#/home

14. 14
1
Source: http://inhabitat.com/next-gen-contact-lenses-could-send-emails-directly-to-your-eyes/

15. 15
1
Source: https://www.emotiv.com/

16. 16
TAKEAWAY
Understand your consumers’ environment and adapt to it
Develop tech your consumers will naturally embrace
Not seeing the technology is the best experience
1
Learning

17. 17
"If we do our jobs right,
you shouldn't see the
tech at all"
- Kathy de Paolo, The Walt Disney Company's VP/Engineering,
1

18. 18
THE
NEW BRAND
2

19. 19
Learning
A living brand is able to adapt in
real-time from broad to tailored
promises, and can create bespoke
experiences in the right context*.
*time and device
2

20. 20The brand needs to atomize
2

21. 21
Great brands are
Simpler, flexible, but still recognisable
2

22. 22
Learning
The brand of tomorrow will be
liquid
Brand values becoming more important than
product values
+
The digitization of everything
+
The power shift from companies to users
=
2

23. 23
TAKEAWAY
2
Learning
Allow your brand to be unpacked and
reassembled in a way that make sense
Give your brand the confidence to move
around places
(Consistency => Trust)

24. 24
HOW A.I. WILL
HELP US
3

25. 25
AI will impact everything!
3

26. A death happens every 25
seconds in the US because of
car accidents
26
Can we really trust
humans for everything?
3

27. 27
3
Source: https://www.wired.com/2016/10/ubers-self-driving-truck-makes-first-delivery-50000-beers/
Source: https://www.youtube.com/watch?v=GATemT4G40I

28. 28
3
Source: http://www.prnewswire.com/news-releases/barrow-identifies-new-genes-responsible-for-als-using-ibm-watson-health-300378211.html

29. 29
AI is poised to transform everything we do as communicators
– not replace professionals, but help us and our businesses to
be more effective.
TARGET ENGAGE
TAKEAWAY
3

30. 30https://albert.ai/harley-davidson-nyc/
40%
Of motorcycle sales
delivered by Albert
3
EXAMPLE #1

31. 31
“Although a human editor was
still needed to patch the scenes
together to tell a coherent story,
the AI shortened the
process down to only
24 hours when it
typically takes around
10 to 30 days to
complete a trailer.”
>More details<
3
EXAMPLE #2

32. 32http://www.sentient.ai/ascend/cosabella-case-study/
3
EXAMPLE #3
https://albert.ai/cosabella/

33. 33
THE FUTURE OF BOTS...
This robotic rendering of a lizard from "Tangled", a Disney film released in
2010, is controlled by an employee, and could potentially be petted by
guests, with AI replicating traits like skin movement upon contact.
3
Source: http://www.insidethemagic.net/2017/03/disney-reveals-tangled-robot-for-disney-parks-at-sxsw-panel/

34. 34
3

35. 35
WHAT NOW?
4

36. 36
Learning
How do you give a soul to a robot?
How to not make the robot “dead inside” ?
4

37. 37

38. 38

39. 39
“Let’s put emotional intelligence and emotional tolerance back in the centre of
the way that we design these AI experiences,”
Nilesh Ashra, director of creative technology at Wieden+Kennedy Portland,
4

40. 40
TAKEAWAY
Don’t assume that consumers are interested by what you are doing or
will instinctively get your intentions.
Do not give your consumers black boxes but tool for them to
understand
4

41. 41
Show the intention,
people need to
understand clearly what
you are trying to do
4

42. 42
Learning
"Go beyond the 2% of time your customer
spend with your brand, the difference is how
much you understand them"
Innovation is not a dark art. Self-driving car and
machine learning algorithms don't build themselves.
4

43. 43
Ask yourself:
1. Where are your consumers already engaging?
2. When you innovate, are you focusing on your consumers or on your competitors?
3. Ask yourself if the tech key to experience versus the tech supporting the experience?
Learning
4

44. 44
CONCLUSION

45. 45
The struggle man versus machine has never been more
present than it is now. It’s now time to redefine what it
does mean to be human.
It's now time to explore how we can
build more genuine connection and
develop deeper human understanding.

46. 46
There is no rule anymore for creativity
Design around your customer,
and not the other way around

47. 47
Creativity thrive on human connection and
can be right across the hallway
Get out of the bubble

48. 48
Questions / Comments
THANK YOU
“If we don’t inspire,
we will expire”
-
- Buzz Aldrin, Astronaut