1.
DIGITAL TRENDS
Moving into 2017

2.
2014 - 2016 CONSUMER SHIFT
From products to experience

3.
78% of Millennials said they would rather
spend their money on experiences not
“things”
PWC 2014

4.
Placing the consumer at the heart of everything they do & designed
simple customer centric experiences around their needs
Alibaba, the most
valuable retailer has no
inventory
Uber, the worlds
largest taxi company
owns no fleet
AirBnb, the largest
accommodation
provider owns no real
estate

5.
A VIEW ON 2017
More of the same
But with greater tools

6.
2017 – ENHANCING THE EXPERIENCE
The focus still remains on brands creating an experience
1. Artificial Intelligence; the rise of the machines?
2. Virtual; replacing and enhancing reality
3. Intuitive interfaces; thinking beyond the swipe

7.
ARTIFICIAL INTELLIGENCE (AI)
The rise of the machines?

8.
DEFINITION
‘The science of making computers do things that require
intelligence when done by humans’ (Minskey 1968)
Learning. Reasoning. Problem solving.
Perception. Language understanding. (Turing 1950)

9.
DEFINITION
Lots of data, very quickly with humanlike intuition
(Neil today)

10.
WHY NOW?
Big data is not a new concept. Watson won Jeopardy in 2007,
Super AI is still 20 – 60 years away

11.
DATA
INTELLIGENCE
ENHANCING
HUMANS
HUMAN
INTERPRETATION

12.
– Under Armour want to own a complete picture of your health
– $700m+ investment in platforms (incl. My Fitness Pal)
– Attempting to own the biggest pool of health data
– World’s first social network for athletes and fitness enthusiasts
Data

13.
IF YOU’RE LOOKING TO CRITIQUE AS
WELL...
MESSAGING BOTS
– Developed as standalone products or using one of many
messaging platforms i.e. Facebook
– 89% of customers would prefer to use an AI driven messaging bot
to speed up finding information (Nuance research 2016)
Human interpretation

14.
– Google Assistant, Microsoft (Cortana), Apple (Siri) and Amazon
(Alexa)
– Siri handles 1 billion+ spoken requests per week
– Gartner estimating that by end of 2016 two-thirds of consumers
in developed markets will use them daily
– Customers likely to be heavily influenced by their VPA of choice
Human interpretation

15.
Human enhancement
– Developed as standalone products or using one of many
messaging platforms i.e. Facebook
– 89% of customers would prefer to use an AI driven messaging bot
to speed up finding information (Nuance research 2016)

16.
It's likely to be either the best or
worst thing ever to happen to
humanity, so there's huge value
in getting it right
Stephen Hawking
“
“

17.
VIRTUAL REALITY
Virtual and augmented reality

18.
Goldman Sachs, The real deal with virtual and augmented reality, Feb 2016
““It is estimated that the AR/VR
market will reach $80 billion by
2025 – roughly the size of the
Desktop PC market today (2016)
Virtual and augmented reality have the
potential to transform how we interact
with almost every industry today, and will
be equally transformative both from a
consumer and an enterprise perspective.
““

19.
ON THE MARKET IN 2016
Virtual Augmented
Overlays the real worldImmerses you in a virtual world

20.
LEISURE &
ENTERTAINMENT
EDUCATION,
TRAINING &
PURPOSE
BETTERMENT

21.
– Pokémon Go launched in July 2016 truly made AR accessible
– 500 million downloads to date, across 100 countries
– 26 mins spent per user, daily on the app
Source: DMR, Oct 2016
Entertainment

22.
– ‘World first’ VR rollercoaster
– Taking participants to places that they’ve never been to before
– 189 seconds, flying through space
– Alleviating safety concerns
Entertainment

23.
– A picture is worth a 1000 words”
– New York Time embraced VR as one of many digital initiatives
– November 2016 committed to at least one 360 story in every
edition
– Charities also using immersive story telling to huge effect
Education

24.
– Relaxation and mediation wherever you are
– Tailored experiences based on an individual’s preferences
– World’s first VR app to measure heart rate in virtual reality to
effect the VR experience
– Marriott hotels using to transport tired travellers
– Treatment of fears and phobias
Betterment

25.
INTUITIVE INTERFACES
Thinking beyond the swipe

26.
– XXXXXXX
Human enhancement
– Neural Lace - ultimate enhancement
– Symbiotically allows you to interact with your digital
environment
– Chinese scientists have mastered getting into our brains – just
need to programme

27.
PROJECT
JACQUARD

28.
Haptic or kinaesthetic communication recreates the sense of
touch by applying forces, vibrations, or motions to the user’
Wikipedia

29.
HAPTIC TECHNOLOGY

30.
IN CONCLUSION
What will 2017 bring?

31.
IN SUMMARY
1. Experience remains the macro trend
2. In 2017 an experience is more in-depth, immersive and specific
and needs to move beyond ‘traditional’ digital channels
3. New relationships are establishing themselves – it’s a brave new
world for brands and marketeers
4. Data will be key to driving experience

32.
THANK YOU