THE FIRST OF ME INSIGHTS FROM THE FUTURE OF DIGITAL AT SXSW 2019
Inês Almeida Digital Business Transformation Advisor Your mission: Make a BIG decision! Oh no! Here I go again.
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THE NEXT OF THEM ACME ENTERPRISES
CORPORATE STRATEGY 2020 – 2025
ACME EXECUTIVE PRESENTATION Produced by L&S
Page 1 of 348.5 LARGE & SAFE CONSULTING CORPORATE STRATEGY WORD BINGO ? ? ? ?
Wanna play? ? ? ? ?
? ? ? ?
? ? ? ? CORPORATE STRATEGY WORD BINGO Such lack of AI AGILE ? ? imagination. ? ? ? DISRUPTION
- ? ? TRANSFOR MATION INNOVATION
? ? SINGLE PLATFORM CUSTOMERVIEW RIP GRUMPY CAT CORPORATE STRATEGY WORD BINGO Such lack of AI AGILE ? ? innovation. ? ? ? DISRUPTION
- ? ? TRANSFOR MATION INNOVATION
? ? SINGLE PLATFORM CUSTOMERVIEW RIP GRUMPY CAT We are going to be the of . . .
We are going to our Operating Model
We will become a platform business like
CORPORATE STRATEGY 20xx – 20xx
Page 1 of 348.5 LARGE & SAFE CONSULTING “Best Practice” Magic Quadrants and Waves ”Safe” Being safe is a Risky Business SEGMENTS Timetopersonal the put into back personalisation? HOWTREAT WE CUSTOMERS OUR PERSONAS
ALGORITHMIC BIASES
ADVERTISING
STEREOTYPES
PERFORMANCE PERFORMANCE
MARKETING HAWKISH THE FIRST OF ME SEGMENTS BRANDS DON’T KNOW WHAT DON’T BRANDS TO ME WITH DO
PERSONAS
ALGORITHMIC BIASES
ADVERTISING
STEREOTYPES
PERFORMANCE PERFORMANCE
MARKETING HAWKISH Businessesare drowning with data starvingand for insights. SEGMENTS BRANDS DON’T KNOW WHAT DON’T BRANDS TO WITH DO
PERSONAS
ALGORITHMIC BIASES
ADVERTISING
STEREOTYPES
PERFORMANCE PERFORMANCE MARKETING
US HAWKISH And, when we have the insights ...... we don’t always have the wisdom. Relentlessly relevant, consensual, data for value exchanges. Living and breathing brand systems with the ability to learn and evolve at scale. Prophet - Altimeter SXSW 2019 PERSONALITY AND CONNECTION
We can build vast intelligence systems, but personality and connection makes people use them, not voice or bots, but characters and backstories.
INSIDE STORY OF BUILDING AI AND TECH FOR REAL HUMANS Doran — Microsoft, Brill — Google, Pickard — Slack, Hill — Daimler NO PERSONALITY?
You will be assigned one, just like Keanu Reeves.
INSIDE STORY OF BUILDING AI AND TECH FOR REAL HUMANS Doran — Microsoft, Brill — Google, Pickard — Slack, Hill — Daimler You need to be relevant first.
Not all moments need personality, but you must find the ones that do.
INSIDE STORY OF BUILDING AI AND TECH FOR REAL HUMANS Doran — Microsoft, Brill — Google, Pickard — Slack, Hill — Daimler CONTEXT IS KEY
Matching the user’s state of mind is essential.
Is the user in a state of play? Feeling mischievous? I feel that you are overreacting! This is a great time to connect.
INSIDE STORY OF BUILDING AI AND TECH FOR REAL HUMANS Doran — Microsoft, Brill — Google, Pickard — Slack, Hill — Daimler Hey! Do you want to have EARNING TRUST BY LEARNING Thai for Lunch? AND IMPROVING
“It’s Sunday! Do you need to Testing by trial and error go to work today as you did last Sunday?” (within tolerances) is a good strategy.
Push a little, go back . . . Push a little, go back . . .
The AI needs to have the ability to be wrong, safely.
INSIDE STORY OF BUILDING AI AND TECH FOR REAL HUMANS Doran — Microsoft, Brill — Google, Pickard — Slack, Hill — Daimler SETTING BOUNDARIES “Hey Google! Do we have Celery?” Interaction is hard in complex “Your Salary is 100k.” social environments like kitchens.
Continuously ask the user to set and modify boundaries: • choose a personality, • level of friendliness, • level of mischievousness, • level of proactivity etc.
INSIDE STORY OF BUILDING AI AND TECH FOR REAL HUMANS Doran — Microsoft, Brill — Google, Pickard — Slack, Hill — Daimler MAGIC MOMENTS T The very first time AI says:
“Your grandmother’s vital signs are just right.”
“There is going to be a problem with your commute today.”
“You are about to miss your meeting. Would you like me to reschedule it for you?,” “Here are the times available.”
INSIDE STORY OF BUILDING AI AND TECH FOR REAL HUMANS Doran — Microsoft, Brill — Google, Pickard — Slack, Hill — Daimler PRINTS EVERYWHERE!
Advanced computing systems can now use our unique features—our bone structure, posture, emotional state—to recognize not only who we are, but what frame of mind we’re likely in.
EMERGING TECH TRENDS Amy Webb-Future Today Institute CAUTION! Apply in transparency where the user is fully in control. Consensual data for value exchanges only. Consent granted and revoked just in time and any time. FASHION IS THE INTERFACE OF THE FUTURE Jasna Rok FASHION IS THE INTERFACE OF THE FUTURE Jasna Rok FASHION IS THE INTERFACE OF THE FUTURE Jasna Rok MORPHING INTO THE FUTURE: "SHAPESHIFTER" MATERIALS Lining Yao - Carnegie Mellon University, School of Computer Science “Heartbeats are becoming the ultimate metric for human experience; it’s not limited to healthcare anymore.
From security to education and music to art, this powerful muscle is poised to be the next big influencer.”
HOW HEARTBEATS ARE REDESIGNING HUMAN EXPERIENCES Eco Moliterno-Accenture Interactive HOW HEARTBEATS ARE REDESIGNING HUMAN EXPERIENCES Eco Moliterno-Accenture Interactive Devices will know more about us than we do
A device in the hear can identify: • Schizophrenia • Alzheimer’s/Dementia • MS • Bipolar Disorder • Diabetes • Heart disease • Parkinson’s
EMPATHETIC TECHNOLOGY AND THE END OF POKER FACE Poppy Crum-IEEE WHAT NOT TO DO!
Walmart has quietly patented a shopping cart that tracks shoppers heart rates.
The goal is to collect biometric data to measure customers’ stress and excitement levels.
Can send details to a staff member who can go and check up on them.
EMERGING TECH TRENDS Amy Webb-Future Today Institute ONE WAY DOOR DECISIONS
Pause and think!
What are the unintended consequences?
Consider privacy, security, trust, reputation . . .
DIGITAL TRANSFORMATION, AI & AN INNOVATION MINDSET Sandy Carter—VP Amazon Web Service, Kathy Klotz-Guest — Keeping it Human NEAT FRAMEWORK
How might you use AI to become The First of . . .
CUSTOMER PRODUCT OPERATIONS BUSINESS EXPERIENCE MODEL Automate Train START Learn HERE
DIGITAL TRANSFORMATION, AI & AN INNOVATION MINDSET Sandy Carter—VP Amazon Web Service, Kathy Klotz-Guest — Keeping it Human SCI-FI AS INSPIRATION AND WARNING
SCI-FI CEOS: HOW FICTIONAL FUTURES INFLUENCE TECH Bestselling sci-fi authors Malka Older, Eliot Peper along with journalist Tim Fernholz UNTOLD AI: IS SCI-FI TELLING US THE RIGHT STORIES? Cory Doctorow, Malka Older, and Chris Noessel CREATIVITY, IMAGINATION AND THE CIA In 2004 the 9/11 Commission Report published its study, highlighting the intelligence community’s failure of imagination.
It is “crucial to find a way of routinizing, even bureaucratizing, the exercise of imagination.” 9/11 Commission Report, 2004 Delivered more than 70 courses in creative thinking over the last 10 years WOMBATS & WOOD DUCKS, THE CIA’S SECRETS TO CREATIVE PROBLEM SOLVING CIA CREATIVITY, IMAGINATION AND THE CIA New analysts at CIA are all given Richards Heuer’s Psychology of Intelligence Analysis as a foundational text.
“Minds are like parachutes. They only function when they are open.”
Richards Heuer, 1999
WOMBATS & WOOD DUCKS, THE CIA’S SECRETS TO CREATIVE PROBLEM SOLVING CIA AI AND THE CREATIVE PROCESS
“A new Artificial intelligence system is so good at composing text that the researchers behind it said they won’t release it for fear of how it could be misused”
AI FOR STORYTELLERS: THE GOOD, THE BAD, & THE UGLY Jess Fuselier, Yves Bergquist AI DESIGN BOT China is leading in designing experiences at a scale and level of sophistication that astounds.
Most designers believe that visual designers will start to be replaced by AI in five years.
Alibaba Luban produced 400 million personalised banners during the 2017 singles day, resulting in a 100% increase in conversion rate.
DESIGN IN TECH REPORT John Maeda THE AGE OF INTELLIGENT NARRATIVE Breaking down story beats to get to learn about you.
AI FOR STORYTELLERS: THE GOOD, THE BAD, & THE UGLY Jess Fuselier, Yves Bergquist HOW BOOKS ARE FIGHTING BACK IN THE DIGITAL AGE Google Creative Lab, Akala, Bath Spa University, Zombies Run! RETURN ON EMOTION?
ROI of emotional attributes by Nielsen.
AI FOR STORYTELLERS: THE GOOD, THE BAD, & THE UGLY Jess Fuselier, Yves Bergquist RETURN ON EMOTION?
“Capturing neural and physiological metrics predicting our response to anticipate and monetise consumer state.”
EMPATHETIC TECHNOLOGY AND THE END OF POKER FACE Poppy Crum-IEEE ONE WAY DOOR DECISIONS
Pause and think!
What are the unintended consequences?
Consider empathy and a human centred approach to AI
DIGITAL TRANSFORMATION, AI & AN INNOVATION MINDSET Sandy Carter—VP Amazon Web Service, Kathy Klotz-Guest — Keeping it Human CHALLENGES WITH TECHNOLOGY-FIRST AI SOLUTIONS
• Solution without a problem • Technology-first informs/constrains UX. Predefined set of inputs • Learning algorithms drive weak MVP
PRODUCT DESIGN PRINCIPLES IN THE AGE OF AI Tania Philip, VP of Product at Shutterstock DESIGN THINKING FOR AI
Our role is to bring human empathy during the machine learning process.
PRODUCT DESIGN PRINCIPLES IN THE AGE OF AI Tania Philip, VP of Product at Shutterstock EMERGING TECH TRENDS Amy Webb-Future Today Institute PRIVACY IS DEAD
Companies face challenges: • How to store and safeguard data • How to anonymise data • How to prevent dataset and algorithmic biases
Lawmakers still struggle to catch up.
Self regulation is key!
EMERGING TECH TRENDS Amy Webb-Future Today Institute VSO IS THE NEW SEO
About half of the interactions you have with computers will be using your voice by the end of 2020.
78% increase year on year in America.
First mover advantage is the Voice Search Optimisation space may reap significant rewards.
EMERGING TECH TRENDS Amy Webb-Future Today Institute PERSONAL DATA RECORDS ARE COMING
This is a single unifying ledger that includes all of the data we create as a result of our digital usage.
EMERGING TECH TRENDS Amy Webb-Future Today Institute THE FUTURE OF AI IN A FEW HANDS
9 big tech companies are overwhelmingly responsible for the future of AI.
They own data, tools, research, funding, government involvement and consumer- grade applications.
China is pushing ahead shifting the balance of geopolitical power in the years ahead.
EMERGING TECH TRENDS Amy Webb-Future Today Institute A company must balance innovation and operational excellence.
Be a gardener not a Moses.
LOONSHOTS: HOW TO NURTURE THE CRAZY IDEAS THAT TRANSFORM INDUSTRIES Safi Bahcall
THE FIRST OF YOU The best way to predict the future is to create it. Keep every one of your customers at the front and center of your strategy.
Execute well. The era of going fast and breaking things is over. THANK YOU [email protected] 0408889946