I had an opportunity to discuss the upcoming release of the iPhone 8 & X with AdExchanger. From machine learning to augmented reality, here is the full commentary.
Is Apple becoming more data-driven with the growing focus on Siri and personalization?
Machine Learning was one of the most prominent topics during the keynote event. Apple conveyed that Siri is evolving and the experience will not only be personal, but more contextual in its interactions.
Where Apple truly shines is the interoperability of its platform. Having deep integration gives new insight into datasets, opening up the door for more predictive and seamless experiences.
And what impact will that have for advertisers? Is Apple becoming a friendlier place for advertisers?
The announcement from Apple today is another signal that advertising will continue to evolve from contextual content to contextual experiences. With ARKit, Apple is enabling advertisers to tap into new effect-based marketing opportunities where it’s more about enabling experiences versus creating them.
Dedicated AI chips are a critical component to off-load processing for advanced AI activities, such as facial recognition and real-time machine learning functions within the handsets.
As marketers, we have to expand beyond desktop and mobile to consider a multimodal approach that includes computer vision, touch, voice and immersive computing such as AR & VR.
Apple technology will continue to evolve to support new canvases for marketers to connect with consumers, and it’s important to stay in front of new opportunities that become available.
Both Amazon and Google support third-party development to create experiences for marketers within their voice ecosystems, which is step one.
For Apple to stay competitive alongside Echo and Google in the voice races, we may see Siri evolve to support more skills and actions that can be driven by marketers.