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

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The document discusses how artificial intelligence (AI) will impact the future of television. It describes how TV has evolved from linear broadcast programming to on-demand, personalized content delivered via various devices. AI will further drive this shift by powering personalized recommendations and more natural ways of searching for and interacting with content through conversational interfaces. The future of TV is described as a unified experience across all devices that instantly delivers anything viewers want to watch at any time through AI-powered recommendations.

Business

AI and the future of TV
Will the shift be as radical as we anticipate?
© W12 Studios
Private & Conﬁdential. Do not circulate

Title of the Presentation
20 December 2017
© W12 Studios
Private & Conﬁdential. Do not circulate

© W12 Studios Private & Conﬁdential
A brief history
3

4© W12 Studios Private & Conﬁdential
A brief history of AIEvilness
Benign
Past
Malevolent
Present

5© W12 Studios Private & Conﬁdential
A brief history of AI - in the homeSentience
Dumb
Past
Conscious
Present

© W12 Studios Private & Conﬁdential
The story
so far…
6

7© W12 Studios Private & Conﬁdential
Linear to
non-linear
Content & Experience
break free

8© W12 Studios Private & Conﬁdential
Broadcast to  
narrow cast
TV gets personal

9© W12 Studios Private & Conﬁdential
Not all AI
is made equal
Algorithms V Machine learning

© W12 Studios Private & Conﬁdential
The Business
case for AI
10

11© W12 Studios Private & Conﬁdential
The paradox
of choice
Too much of a good thing

12© W12 Studios Private & Conﬁdential
The remote
control
A confusing relic

13© W12 Studios Private & Conﬁdential
Visual
Overload
WYSIWYGs & Endless Rails

14© W12 Studios Private & Conﬁdential
Customer
Service
Don’t put me on Hold!

© W12 Studios Private & Conﬁdential
Making AI work
for us…
15

16© W12 Studios Private & Conﬁdential
AI & CUI

17© W12 Studios Private & Conﬁdential
Context
is King

18© W12 Studios Private & Conﬁdential
Make it
Human

Our
Approach
19© W12 Studios Private & Conﬁdential
ContextUser
Intent

20© W12 Studios Private & Conﬁdential
User
Proﬁle, history, behaviours

21© W12 Studios Private & Conﬁdential
Context
Where, What, When

22© W12 Studios Private & Conﬁdential
Intent
Learn, Suggest, Anticipate

© W12 Studios Private & Conﬁdential
Good news
for designers?
23

24© W12 Studios Private & Conﬁdential
The GUI
is disappearing

25© W12 Studios Private & Conﬁdential
‘See’ levels
are rising

26© W12 Studios Private & Conﬁdential
But what
lies beneath?

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

© W12 Studios Private & Conﬁdential
The future
of TV is now
28

29© W12 Studios Private & Conﬁdential
A unified
destination

31© W12 Studios Private & Conﬁdential
What you want, 
when you want

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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