CES 2018 Technology and Trends Impact on Brands v1.1 This year we had several people from designaffairs attend CES 2018. So with that in mind, the brand research and strategy team (BRS) at designaffairs along with guests from the interface and interaction design department did a quick digestion of what we saw along with some interpretation. The hot topics discussed were: - Digital assistants (voice) as a way to frame your brand's strategy. - AI's power to accelerate technologies including voice, VR and robotics - The rise of many voice platforms and what this could mean for consumers including; confusion, ethics, privacy

1. creating change brand shaping
innovative
human centered

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"Technology is the answer ...
but what was the question?" - Cedric Price

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BRANDS
VOICE AS A PROXY
TO FRAME YOUR
STRATEGY
Digital assistant and voice will
become the personification of a
brands
Voice will help brands to frame
and for some reframe their
strategy.

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OBSERVATIONS
GO ON YOUR OWN (VISION)
Wishful customer lock in?
Or a visionary ecosystem?

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OBSERVATIONS
OPTIONS, OPTION OPTIONS
Confusion?
Or Demand?

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OBSERVATIONS
COLLABORATE
The rise of annoying middle men?
Or is it a “All for 1 and 1 for all!“

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BRANDS Ai is accelerating voice
technology & soon voice will
become expected.
“We will see a shift from
conversation to relationships as
AI will be able to explain why it's
recommending something.”
Rachel Bellamy,
IBM research manager for human-agent collaboration
VOICE WILL BECOME
EXPECTED AS CUSTOMERS
WILL DESIRE A MORE
HUMAN RELATIONSHIP

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He is not better, he
is still not eating
……….
Thanks Alfred
How is your dog
today Susann?
... Why don’t you
got to VetPlus on
Bakers lane, Tom goes
when his dog was sick.
OBSERVATIONS
CONVERSATION
TO RELATIONSHIP

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A shift from ownership to access
means that brands need to focus
on the quality of that services at
the meaningful moment in time.
This is particularly key to mobility
brands like BMW as their brand
values and proposition will change.
From Joy of driving to joyful
moments…
BRANDS
WILL NEED TO
RE-FOCUS ON
QUALITY OF MOMENTS

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BRANDS
LOOK OUT FOR
TECHNOLOGIES
THAT WILL BE
ACCELERATE BY AI
AI effect on technology, in
particular, voice has been faster
and more substantial than
expected.
Brand should scan the horizon
for other disruptive technologies
driven by AI.
• Robots
• VR
• AR

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66.9 %CAGR 2000 to 2025
Robotics
OBSERVATIONS
AUTOBOTS ROLL OUT

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21.9 %CAGR 2000 to 2025
CONSUMER
13.6 %CAGR 2000 to 2025
COMERCIAL
AUTOBOTS ROLL OUT
LARGEST GROWTH MARKET
12 %CAGR 2000 to 2025
INDUSTRIAL

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42.2 %CAGR 2000 to 2025
VR & AR
OBSERVATIONS
EXPANDING UNIVERSE

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BRANDS
ETHICS, PRIVACY AND
BRANDS WHAT WILL GIVE?
A rapidly growing sentiment:
Technology and Digital Detox
represented both a physical
absence and a visual language
philosophy in hardware products.

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OBSERVATIONS
Dojo
Digital Detox
Shielding & keeping your
Home data privacy secure

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OBSERVATIONS
Google Dot
Visual Detox

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Flic
IKEA Google Home
Colgate Smart

18. © Copyright 2017 – All rights reserved
This presentation is the intellectual property of designaffairs GmbH and is subject to current copyrights. Dissemination, copying, modifying or distribution without our
expressed written consent is strictly prohibited. The used images and graphics only serve research and illustration purposes – they are not to be published.
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phone +49 89 442 329 0 | info@designaffairs.com | www.designaffairs.com
creating change
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