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MUXL 2018 presentation - David Hession, Associate Design Director, W12

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AI has long been discussed in the media as something that will radically change our lives. This is true in some instances, but as it stands, many consumers don’t notice the tangible impact AI has on their day to day experiences. How their favourite OTT platform generates the best content recommendations for them, for example.

This talk will focus on why consumers should care about AI, what it means for their privacy in the age of GDPR, what it translates to in reality in terms of user experiences and what we need to know and prepare for as designers. This talk will be backed up by W12 case studies for OTT platforms and TV UI for a leading consumer electronics brand.

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MUXL 2018 presentation - David Hession, Associate Design Director, W12

  1. 1. AI and the future of TV Will the shift be as radical as we anticipate? © W12 Studios Private & Confidential. Do not circulate
  2. 2. Title of the Presentation 20 December 2017 © W12 Studios Private & Confidential. Do not circulate
  3. 3. © W12 Studios Private & Confidential A brief history 3
  4. 4. 4© W12 Studios Private & Confidential A brief history of AIEvilness Benign Past Malevolent Present
  5. 5. 5© W12 Studios Private & Confidential A brief history of AI - in the homeSentience Dumb Past Conscious Present
  6. 6. © W12 Studios Private & Confidential The story so far… 6
  7. 7. 7© W12 Studios Private & Confidential Linear to non-linear Content & Experience break free
  8. 8. 8© W12 Studios Private & Confidential Broadcast to 
 narrow cast TV gets personal
  9. 9. 9© W12 Studios Private & Confidential Not all AI is made equal Algorithms V Machine learning
  10. 10. © W12 Studios Private & Confidential The Business case for AI 10
  11. 11. 11© W12 Studios Private & Confidential The paradox of choice Too much of a good thing
  12. 12. 12© W12 Studios Private & Confidential The remote control A confusing relic
  13. 13. 13© W12 Studios Private & Confidential Visual Overload WYSIWYGs & Endless Rails
  14. 14. 14© W12 Studios Private & Confidential Customer Service Don’t put me on Hold!
  15. 15. © W12 Studios Private & Confidential Making AI work for us… 15
  16. 16. 16© W12 Studios Private & Confidential AI & CUI
  17. 17. 17© W12 Studios Private & Confidential Context is King
  18. 18. 18© W12 Studios Private & Confidential Make it Human
  19. 19. Our Approach 19© W12 Studios Private & Confidential ContextUser Intent
  20. 20. 20© W12 Studios Private & Confidential User Profile, history, behaviours
  21. 21. 21© W12 Studios Private & Confidential Context Where, What, When
  22. 22. 22© W12 Studios Private & Confidential Intent Learn, Suggest, Anticipate
  23. 23. © W12 Studios Private & Confidential Good news for designers? 23
  24. 24. 24© W12 Studios Private & Confidential The GUI is disappearing
  25. 25. 25© W12 Studios Private & Confidential ‘See’ levels are rising
  26. 26. 26© W12 Studios Private & Confidential But what lies beneath?
  27. 27. 27© W12 Studios Private & Confidential UX flows, Logic flows, Conversational models, Engagement cycles, Experience frameworks, Storyboards, Scripts Hero Journeys, Motion principles, Sound Design… UI, Motion, Sound SEE LEVEL
  28. 28. © W12 Studios Private & Confidential The future of TV is now 28
  29. 29. 29© W12 Studios Private & Confidential A unified destination
  30. 30. © W12 Studios Private & Confidential 30
  31. 31. 31© W12 Studios Private & Confidential What you want,
 when you want
  32. 32. © W12 Studios Private & Confidential 32
  33. 33. Unit 506 Metropolitan Wharf 70 Wapping Wall, E1W 3SS, London, UK hello@w12studios.com Thank you © W12 Studios Private & Confidential. Do not circulate

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