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KOMFO SUMMIT 2017 - Anne Sophie Hurst

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Komfo Summit is all about enabling meaningful moments. Stay ahead of the curve with chatbots, customer service, data activation, ROI, AI, machine learning, influencers, and much more.

What is this presentation about?
Originally from Aarhus, Denmark, Sophie has been living in the U.S. for the past 23 years, delivering digital solutions and consumer experiences for large brands and startups such as Target, Reebok, Google, Sephora, and LeTote.

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KOMFO SUMMIT 2017 - Anne Sophie Hurst

  1. 1. #komfosummit 2017 ANNE SOPHIE HURTS Extractable ”Digital transformation”
  2. 2. DIGITAL TRENDS KOMFO SUMMIT 2017
  3. 3. CONSUMER, MOM, WIFE, GEN X, IMMIGRANT, DANE, CALIFORNIAN, AND FACEBOOK ADDICT. 23 YEARS IN SF. 18 YEARS IN DIGITAL.
  4. 4. TODAY AGENDA ▸  Amazon ▸  Millenials ▸  AI + Machine Learning ▸  Bots ▸  VR/AR ▸  Don’t Call It A Car
  5. 5. “THE BIGGEST THING IN TECHNOLOGY IN 2017 IS VOICE. AMAZON HAS EFFECTIVELY CONSPIRED WITH VOICE AND TECHNOLOGY AND A HALF BILLION CONSUMERS TO KILL BRANDS” Scott Galloway DIGITAL TRENDS: 2017
  6. 6. LIVING IN AN AMAZON WORLD 2016 share of US ecommerce sales
  7. 7. WHY AMAZON IS WINNING Amazon sells more books than Borders and Barnes & Nobles combined Amazon 2X market share in hosting as Google Amazon has more product searches than Google Amazon surpassed Apple in video streaming
  8. 8. INSTANT AMAZON: DASH BUTTONS
  9. 9. ECHO + ALEXA: AMAZON BEYOND THE SCREEN
  10. 10. AMAZON PRIME AIR: DRONE DELIVERY IN LESS THAN 30 MIN
  11. 11. AMAZON GO: TAKING THE ONLINE OFFLINE
  12. 12. AMAZON GO: TAKING THE ONLINE OFFLINE
  13. 13. “Customers are always beautifully, wonderfully dissatisfied, even when they report being happy and business is great. Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invent on their behalf. No customer ever asked Amazon to create the Prime membership program, but it sure turns out they wanted it, and I could give you many such examples.“ Jeff Bezos, Amazon CEO DIGITAL TRENDS: 2017
  14. 14. MILLENIALS THE POPULAR KIDS
  15. 15. SO, WE WANT TO TARGET MILLENNIALS… EVERY AGENCY BRIEF:
  16. 16. MILLENIALS: 92 MIL GENX: 61 MIL BABYBOOMERS: 77 MIL
  17. 17. THE SHARING ECONOMY: BUYING IS FOR OLD PEOPLE
  18. 18. THE NETFLIX OF CLOTHING: LE TOTE + RENT THE RUNWAY
  19. 19. ONLY WHAT I NEED: LIFE IN THE CONVENIENCE LANE
  20. 20. AIRBNB TRIPS: NOT JUST ROOMS ANYMORE
  21. 21. DIGITAL TRENDS: MILLENNIALS SO WHAT DOES THIS ALL MEAN? ▸  Build it and they will come: platforms for the sharing economy are here to stay ▸  Think mobile mobile > desktop > retail. Automate everything ▸  Lead with a mission to transform the world. Think “like Uber but for …”
  22. 22. ALGORITHMS, MACHINE LEARNING, AND AI THE NEW INFLUENCERS
  23. 23. “90% OF THE WORLD’S DATA HAS BEEN CREATED IN THE PAST 2 YEARS” IBM Marketing Report 2015 DIGITAL TRENDS 2017
  24. 24. LIVING IN OUR BUBBLES: WHEN ALGORITHMS PICK OUR NEWS
  25. 25. THE NORTH FACE + WATSON
  26. 26. AI FOR FINANCIAL SERVICES
  27. 27. WAZE: HUMANS + AI WORKING
  28. 28. DIGITAL TRENDS: AI AND MACHINE LEARNING SO WHAT DOES THIS ALL MEAN? ▸  Hyper personalization of products and content means consumers expect brands to know more about them and cater the offering and messaging accordingly ▸  Time to invest in a data science team if you don’t have one already ▸  Think beyond the screen when designing new digital experiences. Voice and wearables are the new frontier
  29. 29. BOTS, BOTS, BOTS THE NEW HUMANS
  30. 30. BY 2020, 85% OF CUSTOMER INTERACTIONS IN RETAIL WILL BE MANAGED BY A BOT. Gartner DIGITAL TRENDS: 2017
  31. 31. MESSENGER APPS ARE THE #1 APP DOWNLOADED GLOBALLY
  32. 32. ACTIVISM AND RESISTANCE: TALK TO YOUR
  33. 33. AMAZON CUSTOMER SERVICE
  34. 34. STARBUCK COFFEE BOT TO THE RESCUE
  35. 35. WOEBOT MENTAL HEALTH ON FB MESSENGER
  36. 36. DIGITAL TRENDS: BOTS SO WHAT DOES THIS ALL MEAN? ▸  The largest transfer of wealth in generations means the race for bots in financial services has only just begun. Up next; healthcare and transportation ▸  Alexa, Siri, and Google Home can fulfill all your needs with minimal effort from you and with all the power of your mobile device. Think App Store for voice ▸  According to Gartner, 85% of all customer interactions will be managed by bots by 2020. How can a bot help you?
  37. 37. CHOOSE YOUR ADVENTURE: MARS OR NYC? IT’S ALL VIRTUAL REALITY
  38. 38. VR IS ESTIMATED TO BE $30 BILLION BUSINESS BY 2020
  39. 39. AUGMENTED REALITY FINALLY HITS IT BIG: 500 MILLION DOWNLOADS
  40. 40. GENERATION BEYOND: SCHOOLBUS TO MARS
  41. 41. GENERATION BEYOND: SCHOOLBUS TO MARS
  42. 42. SINGLES DAY: SHOP MACY'S NYC VIRTUALLY FROM CHINA
  43. 43. THE OZO: THE WORLD’S FIRST VR CAMERA BY NOKIA
  44. 44. DIGITAL TRENDS: VIRTUAL REALITY SO WHAT DOES THIS ALL MEAN? ▸  AR has shown the most commercial success where VR has been transformational for education and medical training ▸  Google Cardboard app has been downloaded over 10 million times ▸  VR is still limited by a fragmented expensive market. It needs a hero product to push into mainstream
  45. 45. WHEN COMMUTE TIME BECOMES CONSUMPTION TIME DON’T THINK “CAR”
  46. 46. “CALIFORNIA NOW HAS 27 AUTONOMOUS CAR COMPANIES WITH OVER 180 VEHICLES APPROVED FOR ROAD TESTING” Guardian, 2017 DIGITAL TRENDS 2017
  47. 47. WAYMO: TESTING IN THE REAL WORLD
  48. 48. THE SELF- DRIVING TRUCK MEET OTTO
  49. 49. THE SELF- DRIVING TRUCK
  50. 50. YOUR SELF DRIVING UBER IS ARRIVING NOW UBER EATS | UBER DELIVERY | UBER FOR BUSINESS
  51. 51. DIGITAL TRENDS: DON’T THINK “CAR” SO WHAT DOES THIS ALL MEAN? ▸  The impact is bigger than just the car industry: ▸  No more parking, speeding, and drunk driving tickets mean less revenue for governments ▸  90 of accidents are caused by human error. If your car is driving, what will you insurance needs be? ▸  When cars can drive themselves, do you need to stop at a hotel on road trips? ▸  When you are not driving, you don’t need to watch the road . This means you can spend more time consuming media, entertainment, and shopping while commuting
  52. 52. “WE ONLY GET TO PLAY THIS GAME ONE TIME. WE HAVE ONE LIFE.” Gary Vaynerchuk
  53. 53. THANK YOU.ANNESOPHIE.BREUNING@GMAIL.COM

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