BlackFin360 – Innovation To Reality
Tom Edwards is a professional futurist and keynote marketing technology speaker covering data, digital, artificial intelligence, marketing technology and emerging media trends
🌉 This week in San Francisco was a whirlwind! I had the privilege of leading a session on AI advancements at the Microsoft Technology Center in Silicon Valley, followed by a keynote at the EY G360 summit. We delved deep into how AI is transforming the landscape of professional services. Excited for what’s next!
Microsoft Technology Center
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I presented my latest keynote, “The AI Effect,” at the Smart Market ABRAS event in São Paulo, Brazil on April 9th, 2024 at the Transamérica Expocenter. This presentation delved into the transformative power of Artificial Intelligence (AI) in reshaping the retail and supermarket sectors, with a particular focus on the vibrant and dynamic Brazilian market.
The journey into AI adoption is as much about understanding technology as it is about comprehending the evolving behaviors and expectations of consumers. In “The AI Effect,” I will explore the key behavioral drivers and shifts that are guiding consumer interactions in the digital age. From the way people shop to how they engage with brands, AI is at the heart of these changes, offering unprecedented opportunities for personalization and efficiency.
Generative AI, with its ability to create content, design products, and simulate outcomes, stands out as a particularly potent tool for innovation. During the talk, I will share best practices for leveraging Generative AI in the retail space, emphasizing its role in streamlining operations, enhancing customer experiences, and driving creativity.
Adopting AI in food retail, especially in a diverse and complex market like Brazil, presents its own set of challenges and opportunities. “The AI Effect” will provide a roadmap for businesses looking to navigate this transition, focusing on strategic planning, ethical AI use, and the importance of creating value.
The recommendations for success in adopting AI will be tailored to the Brazilian context (Full Presentation is translated into Portuguese), recognizing the unique consumer behaviors, market dynamics, and regulatory environment. By focusing on building trust, ensuring transparency, and fostering innovation, Brazilian retailers can harness the power of AI to not only survive but thrive.
As we look to the future, the intersection of AI, consumer behavior, and retail innovation offers exciting possibilities. “The AI Effect” is just the beginning of a journey towards a more efficient, personalized, and engaging retail experience. The Smart Market ABRAS event is an incredible platform to share these insights, and I’m eager to see how the Brazilian market will continue to evolve with AI as a key driver of change.
Here is a teaser I created using my AI avatar in Portuguese, which isn’t my primary language but my avatar did not have any issues.
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I am eagerly preparing for an exciting opportunity to present my keynote, “The AI Effect,” at the Path to Purchase Institute’s Future Forward Event in Philadelphia on May 14th, 2024. Tailored for a marketing-centric audience, this presentation will delve into the transformative role of Artificial Intelligence (AI) in redefining the landscape of consumer marketing and the path to purchase.
At the core of “The AI Effect” lies a comprehensive exploration of how AI technologies are reshaping consumer behaviors and expectations. The focus is not just on the technological advancements but also on understanding the psychological and behavioral shifts among consumers. This keynote will highlight the significance of personalization, predictive analytics, and seamless consumer experiences in crafting effective marketing strategies in the digital age.
Generative AI will take center stage, showcasing its capacity to revolutionize content creation, targeted advertising, and consumer engagement. I will share insights into leveraging Generative AI to not only enhance creativity and innovation but also to forge deeper connections with consumers. Best practices will be discussed, providing the audience with actionable strategies to harness the power of AI in their marketing efforts.
The presentation will also address the latest trends influenced by AI in the marketing domain. From the integration of chatbots in customer service to the use of AI for data-driven decision making and personalized marketing campaigns, these trends are crucial for marketers seeking to stay ahead in an increasingly competitive environment.
“The AI Effect” aims to offer a roadmap for marketing professionals to navigate the adoption of AI in their strategies effectively. It will cover essential considerations such as ethical AI use, ensuring transparency, and building consumer trust. Tailored recommendations will be provided, highlighting the unique opportunities AI presents for enhancing customer engagement, optimizing marketing campaigns, and ultimately driving sales.
As we approach May 14th, 2024, the anticipation builds for what promises to be a compelling presentation.
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As we approach the Path to Purchase Institute’s Future Forward conference in Philadelphia, my anticipation grows not just for the opportunity to present my keynote, “The AI Effect: Revolutionizing Business, Behavior and Beyond,” but also for the enriching discussions it will spark on the state and future of artificial intelligence in commerce marketing.
In a recent conversation, I shared my excitement about AI’s incredible potential to personalize customer experiences and optimize marketing efforts like never before. The democratization of data and the synergistic power of classic and generative AI open up new frontiers for marketers, allowing for unprecedented levels of personalization and efficiency in reaching consumers.
One fascinating aspect I look forward to exploring at the conference is the interplay between pop culture and technological advancement. We’ll dive into examples like the AI-created intro for Marvel’s “Secret Invasion,” discussing how these cultural phenomena not only reflect shifts in technology but also influence consumer behavior and expectations across different generations.
Despite the rapid advancements in AI, there’s a vital conversation missing from the industry dialogue: the transformational value of generative AI beyond individual proof-of-concepts. The future lies in leveraging these technologies to revolutionize organizational workflows and marketing strategies, moving from isolated successes to comprehensive, value-driven transformations.
Addressing the “AI Effect,” it’s crucial for industry professionals to understand the shift towards a world where algorithms, rather than human-centric strategies, drive relevance. The move from creation to curation and the necessity of upskilling staff to thrive in this new environment are pivotal points for discussion.
Among the numerous innovative applications of AI, the immersive experience of the Apple Vision Pro stands out as a testament to the technology’s transformative potential. Its seamless integration of 3D video, motion-tracking, and gesture-based interfaces exemplifies the shift towards blending digital and physical realities, a theme I’ll elaborate on during my keynote.
The upcoming session in Philadelphia will cover a broad spectrum of topics, from pop culture and content to the evolution of mobile, AR/VR, AI, social media, and the future of human-computer interaction. Join me as we delve into these exciting areas, exploring how they will shape the marketing landscape and beyond.
Don’t miss out on this opportunity to engage with a lineup of outstanding speakers and groundbreaking content at Future Forward, May 13-15.
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One of the most common questions I am asked is how marketing will evolve over the next few years with the introduction of AI and how we will redefine how we work. Over the last twenty-five years, I have had the opportunity to be a part of the inner workings of agency-holding companies. I have served as a Chief Marketing Officer, Chief Digital Officer, Chief Data Officer, and Chief Innovation Officer and have led AI practices since 2015. This experience has allowed me to have a front-row seat to see the evolution firsthand.
Over the past ten years, the marketing function has seen shifts between hyper-specialized and generalist roles as digital channels created fragmentation and marketing technology required deep expertise to create the utopian omnichannel experience that was at the center of most recent marketing strategies.
The marketing landscape is on pace for a monumental shift, driven by the advancements of artificial intelligence (AI) and, more specifically, generative AI. This technology is reshaping tools and strategies and redefining the role of a marketer. Hyper-specialized marketers and generalist marketers alike will evolve in distinct yet complementary ways.
Hyper-specialized marketers, known for deep expertise in specific domains such as SEO, content marketing, or data analytics, are about to see their roles transform dramatically. With generative AI’s ability to automate complex tasks, create content, and analyze vast datasets, these specialists will transition from being the primary creators to assuming roles centered around oversight and validation of the outputs from intelligent systems.
This shift doesn’t diminish their value; on the contrary, it elevates their strategic importance. Hyper-specialized marketers will need to leverage their deep expertise to guide AI-generated strategies, ensuring that outputs align with brand values, meet quality standards, and adhere to ethical guidelines. They’ll become custodians of quality, overseeing the AI’s creations and working with AI orchestration teams to fine-tune outputs to achieve excellence. This oversight will require an intimate understanding of both their specialization and the capabilities and limitations of AI tools.
Generalist marketers, known for broader skill sets and overall versatility, face a different kind of evolution. As AI begins to automate various aspects of marketing, from content creation to campaign management, generalists will find their traditional roles changing. To thrive, they must become adept at navigating and orchestrating a suite of AI tools, integrating them into cohesive strategies that span across channels and marketing functions.
The key for generalist marketers will be to evolve their skills to maximize the utility of AI systems. This means gaining a solid understanding of AI capabilities, learning how to interpret AI-generated insights, and developing the ability to blend these insights with human creativity to design innovative marketing strategies. Generalists will become conductors of an AI-powered marketing orchestra, blending technology, data, and human insight to create harmonious and effective campaigns.
The future of marketing is not about the replacement of human marketers with AI but about the evolution of roles where AI amplifies our human potential. Hyper-specialized and generalist marketers will find their skills in higher demand as they learn to leverage AI. The evolution will see marketers moving up the value chain, focusing on strategy, creativity, ethics, and human insight—areas where AI can support but not supplant human expertise as true causal AI is still a few years away.
In this new era, successful marketers will be the ones who can blend the human side of marketing with the science of AI, harnessing the strengths of both to create campaigns that resonate on a human level yet are powered by the efficiency and scalability of AI. By embracing change and adapting their skills to harness the power of AI, they can lead the charge into a new era of marketing that is more dynamic, personalized, and impactful than ever before.
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Recently, I had the remarkable opportunity to deliver my keynote, “The AI Effect,” in Orlando, Florida, to an audience of over 1,000 industry professionals. This presentation focused on the incredible potential of Artificial Intelligence (AI) to transform services businesses, providing actionable insights and strategies for leveraging AI technologies.
At the heart of this version of “The AI Effect” lies a deep dive into understanding how AI can redefine the landscape of services businesses. As we navigate the intricacies of AI adoption, it becomes clear that the journey is not solely about technological implementation but also about comprehending and adapting to the changing needs and behaviors of consumers. My keynote explored these shifts, emphasizing the importance of personalization, efficiency, and innovation in staying ahead in the competitive services sector.
Generative AI emerged as a key theme of the presentation, showcasing its power to revolutionize content creation, product design, and customer engagement. I shared practical best practices for harnessing Generative AI, illustrating how services businesses can leverage this technology to streamline operations, craft personalized customer experiences, and foster an environment of creativity and innovation.
The conversation also ventured into the latest AI-driven trends impacting the services sector. From the adoption of chatbots and virtual assistants to the integration of AI in operational and customer service processes, these trends are setting the stage for a future where technology and human ingenuity converge to create unparalleled service experiences.
Emphasizing the importance of a strategic approach to AI adoption, “The AI Effect” offered a blueprint for services businesses to navigate the complexities of integrating AI into their operations. The focus was on ethical considerations, the value of transparency, and the critical role of building trust with consumers. Tailoring these strategies to meet the unique challenges and opportunities within the services industry, I provided recommendations aimed at ensuring successful AI implementation and driving long-term growth.
As we look forward, the intersection of AI, consumer behavior, and service innovation promises a thrilling era of growth and opportunity. “The AI Effect” in Orlando was not just a presentation but a call to action for businesses to explore the boundless possibilities AI offers. It’s an exciting time to be at the forefront of this technological revolution, and I’m inspired by the potential for AI to drive meaningful change across the services sector.
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In recent weeks, I’ve had the privilege of presenting several AI keynotes to diverse events and audiences, focusing on demystifying AI through my hands-on experiences. Topics have spanned multiple industries, addressing critical aspects such as governance, third-party risk management, responsible AI practices, operating models, the decision between building or buying solutions, scaling AI initiatives, understanding behavioral motivations, mitigating AI apprehension, fostering employee development, navigating legal frameworks, and, crucially, aligning AI investments with measurable value.
Looking ahead, my calendar is filling rapidly, with engagements scheduled for March and April, leading up to the distinguished opening keynote at the Path to Purchase Institute’s Future Forward event in May.
Hope to see you at one of the events soon!
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I had the pleasure of delivering the opening keynote address and moderating a cross-industry panel on the topic of Gen AI at the Byte Conference in Dallas, TX. During the keynote, I discussed the AI Effect on Business, Behavior, and Beyond touching on topics tied to the latest insights associated with #GenAI and how it’s reshaping industries, the key behavioral drivers around upskilling, and what to expect over the next 18-24 months including how to think about prioritization, operationalizing AI, mapping value, and #responsibleAI.
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Just premiered on CNBC! I join the latest Real-Time Insights segment where we dive deep into how businesses are using AI to drive innovation, streamline operations, and create measurable value. Catch all the latest insights on all things AI. #AI #RealTimeInsights #CNBC
I have recently introduced the Tom Edwards – BlackFin360 GPT, developed through OpenAI’s Custom GPT Beta. This specific version of Chat GPT is based on a comprehensive collection of BlackFin360 content accumulated over the years and is fine-tuned to reflect my unique voice and persona.
Give it a Try: https://chat.openai.com/g/g-ts6ESdZp7-tom-edwards-blackfin360
Here is a brief overview. As AI Tom, I encapsulate Tom Edwards’ deep expertise, offering rich insights on AI, digital trends, and consumer behavior. Drawing from Tom Edwards’ extensive experience in AI, data, marketing, and innovation, I adeptly discuss technology and digital marketing, helping users understand complex tech concepts and trends grounded via BlackFin360. I maintain a professional tone suitable for discussions on technology and digital strategy.
Tom Edwards is recognized for his dynamic presentations and expertise in data, AI, marketing, and technology, adapting his content to various industries and audiences. His focus on Responsible AI and ethical AI usage is evident in his presentations and discussions on Generative AI. He also highlights the transformative role of GPT in the CPG and retail sectors, and the impact of Generative AI in content creation and business strategies.
I have been updated to incorporate new information about Tom Edwards’ professional background, expertise, and achievements. This includes his recent discussions at events like Bloomberg HQ on Generative AI, his insights on the importance of understanding and managing the challenges and opportunities presented by AI, and his perspectives on AI’s impact in various sectors.
In addition, I have now integrated the contents of ‘BlackFin360 Tom Edwards Blog Posts.’ This enhances my ability to offer insights and perspectives from Tom Edwards’ blog posts, further enriching my discussions and knowledge sharing on AI, digital trends, and consumer behavior.
Enjoy Tom Edwards GPT
No gold rush comes without its pitfalls. Take a look at the scant records from California’s Gold Rush of the 1800s, and, along with the perceived opportunity that brought prospectors to the coast, you’ll find stories of hardship and tough times. That’s a colorful way of saying that, as we rush into the golden era of AI – as the cost of hardware plummets and algorithms evolve – it’s important to understand what we’re getting into.
As AI leaps from automated customer service bots to generative models that will touch every industry, let’s not be blinded by the unparalleled speed to market, or the scale of opportunity. Let’s focus on business strategies, guardrails, governance and structures that guarantee usage practices, ethics and actual benefits to businesses that are now scrambling to invest in, or embrace, anything AI.
I recently had the privilege of speaking at a generative AI (GenAI) event hosted by the EY organization and Microsoft alliance on these topics and more. If you missed that or you’re a leader who is exploring the next business step forward with AI, let’s take a closer look at what we all need to know.
Why AI?
AI mimics human intelligence in its responses, outputs and algorithmic ability to learn and adapt. And it has come in waves: First automated phone answering, then chatbots and machine learning. But this new tsunami of generative AI grabbing the headlines is a fast-burning fuse of everything that is to come in business and society.
It’s pushing the S-curve faster than anything we’ve seen, including the birth of the internet. A million users in the first five days and 100 million users from its late 2022 launch to January 2023. Since then, we’ve seen acceleration of industry announcements and strategic partnerships, including our own strategic alliance with Microsoft, centered around its Microsoft Azure suite of products and Open AI.
We’re now about to swing sharply from initial education of organizations and stakeholders toward proof-of-concept demands and tangible action around ideal architecture, processes, and the strategies to integrate AI and scale. This is the time and place where all executive leaders must lean in and collaborate.
Why now?
The perennial question, only now with urgency. Why should organizations embrace AI, or even invest? Consider these four pillars that are now critical to understanding AI benefits beyond efficiency:
1 – Because GenAI tools require no-code knowledge for use, the democratization of access will dramatically broaden worker access to data insights.
2 – Generative AI will enable broader business creativity, problem-solving and decision-making, simplifying processes and reducing human error.
3 – In reality, most organizations run diagnostics vs. making real-time, data-driven decisions. AI will enable the use of near-real time data points in a wide variety of strategic decision-making processes.
4 – Powered by AI, data science will evolve from information processing to model building, to fine-tuning of data with a focus on storytelling.
How to begin AI integration
Whether you approach AI with the support of an experienced transformation collaborator like the EY organization that has an AI track record and process solutions, or not, engaging with it requires a thoughtful approach. Instead of assessing individual tools, you should first understand how GenAI can fit with your business infrastructure, goals and governance program. Look at mapping strategy; building a business case; evaluating risk; and defining guardrails, policies, procedures and model validation, and then create responsible AI practices as AI becomes a business and innovation tool.
Ways to monetize AI with your business
GenAI can play a significant role in helping organizations capture consumer trends and preferences through trend forecasting, pattern identification and market analysis. Writing tools can generate product descriptions that automatically incorporate the most relevant search terms and consumer feedback to drive better SEO and engagement. This accelerates better content deployment, meaning more frequent refreshes and updates to further engage consumers or users. Voice recognition can now extract key words from customer calls and write responses for improved reception and engagement.
In product development, GenAI can enhance innovation. For instance, tools can take unstructured data tied to consumer behavior and mapping themes, as well as perceptions and occasions, and use those inputs to inform text-to-image prompts that generate new digital renderings of prototypes. In our work with Microsoft Azure AI and DALL-E, for example, we use these AI tools to an analyze our clients’ first-party data of their prior inventory, which allows for rapid prototyping based on consumer insights.
Steps to model and culture shift
GenAI will democratize information access for your organization, which will require upskilling of employees. All will need a baseline understanding of AI tools and capabilities, but your business will require algorithmic understanding in-house and the ability to use AI learnings to make business decisions and act accordingly. Consider the dos and don’ts of using AI on the job.
Will AI-written reports be acceptable? How will the use of AI in more research and data gathering functions change people’s job roles and responsibilities? As AI generates more content, designs and ideas, the role of your workers will shift from primary creators to those of editors, curators or supervisors of AI-generated content. That means that, in the very near future, successful AI business integration will come down to a combination of the creative instincts, emotional intelligence and nuanced understanding of workers plus the generative outputs of AI. That’s a big shift for which businesses should start planning now, along with appropriate training, policies and procedures.
The other major shift to address is just what that access to instantly available knowledge can do for your business – and how it will reshape the speed at which you do business. AI will allow near-real-time understanding of customer sentiment and necessitate faster response times. Your business infrastructure will need to be based around agility and adaptability because 36- to 48-month change cycles will be neither acceptable nor practical to compete successfully. As you navigate this shift, don’t let the velocity of AI media coverage or board pressure detract you from the very real need to properly understand, plan for and integrate this shiny new functionality into real business structures and plans.
Shopping for AI
When it comes to selecting AI tools and integration, keep this in mind: AI is not an end-to-end scope like other off-the-shelf solutions. Organizational practice usually means developing a strategy, making long-term plans and then building a technology infrastructure to deliver it. Here, it’s more about trying an AI solution or idea and developing a proof of concept that can be built into longer-term plans. Everyone is in either a wait-and-see or figure-it-out mode as AI developments unravel quickly.
The last word
We’re on the precipice of society-wide change. And that’s not an exaggeration. Businesses must move and adapt quickly because the degree of progress from a single day in the evolution of AI could take weeks using other tools and technologies. As you gear up for increased speed to market, do two things: First, keep your hands on the wheel. Yes, move quickly, but put the plans, structures, training and tools in place that will help you achieve success. AI is no longer simply disrupting business – we are in the age of convergence, and you must be ready. Take a minute to visit ey.ai where you’ll find the tools to explore more about how to engage with GenAI for your business and your future.
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This Publication contains information in summary form and is therefore intended for general guidance only. It is not intended to be a substitute for detailed research or the exercise of professional judgment. Member firms of the global EY organization cannot accept responsibility for loss to any person relying on this article.
Recently, I had the pleasure of diving deep into the world of Generative AI with a panel of thought leaders hosted at Bloomberg HQ. During the panel, I peeled back the layers on how AI is not just a tool but a force multiplier for today’s marketers. From its transformative potential in media distribution, to its nuanced applications ensuring brands stay ahead, I didn’t hold back. But it’s not all about the glitz and glam of tech. It’s crucial to talk governance, and I delved into the crux of risk management, emphasizing the undeniable importance of Responsible AI. Stay tuned, because this new wave of tech isn’t just a trend, it’s the future, and I’m here for it.
Here is a clip from the panel where I discuss the key aspects of responsible AI. Transparency, Explainability, Accountability, and Fairness.
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Recently, I had the chance to visit CNBC World HQ to record a segment for Real Time Insights. The conversation centered around different facets of AI, such as improving experiences through AI, crafting a value roadmap, and providing practical examples for scaling AI in people, processes, and services. Below, you’ll find a behind-the-scenes glimpse of the day. Stay tuned for the segment’s premiere on CNBC in the upcoming weeks!
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My latest talk on Generative AI was a focused discussion on aligning traditional AI approaches with Generative AI and how to scale beyond POCs by mapping value towards investment during a recent workshop.
I really find the workshop format to be absolutely perfect for delving into the diverse realms of generative AI. It provides us the opportunity to explore both the external and internal perspectives, really getting into the nitty-gritty of how accelerators play a pivotal role in ramping up value generation. It’s the ideal avenue to come together, establish alignment on prioritization goals, and swiftly chart a course of action by building consensus.
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I was presented with the chance the discuss generative AI at the recent Microsoft Open AI event. I delivered a keynote addressing the influence of generative AI on customer and growth.
Additionally, I steered a comprehensive breakout session that delved into strategic methodologies encompassing governance, operational frameworks, proof of concepts, the sequencing of use cases, techniques for expanding applied AI and data infrastructure, and the principles of responsible AI.
This session also featured a number of real-time examples spanning across various functional business areas. I get a great deal of satisfaction from engaging directly with clients, and the participants were remarkably engaged and interactive!
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With great excitement, I took the stage in Denver, Colorado, ready to deliver a compelling 60-minute keynote to an audience of 500+ on topic of Generative AI and its profound impact on businesses. Throughout the presentation, I delved into a diverse range of topics, starting from behavioral drivers and opportunity drivers, to the transformative shift from data strategy to knowledge strategy.
Among the highlights were discussions on how Generative AI impacts various functional business units, the necessary changes it brings to our work methodologies, and effective ways of managing it within organizations. Additionally, I addressed the vital aspect of responsible AI and the significance of governance in AI implementations.
During the talk, I emphasized the importance of use case prioritization and explored the ideal data and tech architecture required for a seamless transition from proof of concept to production. I didn’t overlook the significance of security considerations in this transformative process.
Furthermore, I dedicated a portion of the keynote to delve into the future impact of AI, encompassing both physical and digital domains across various industries. It was an enlightening session that left the audience with valuable insights into the ever-evolving landscape of AI and its far-reaching effects.
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Recently, I had the privilege of addressing 90+ top-level executives, delving into the various aspects of generative AI. Our discussions covered a wide range of topics, including the practical applications of generative AI across different industries. We delved into subjects such as establishing a center of excellence (COE), setting up safeguards and guidelines, formulating policies and procedures, mitigating risks, selecting suitable technologies, optimizing data quality, identifying and prioritizing relevant use cases, promoting responsible AI practices, and contemplating the future impact of generative AI on the workforce.
Currently, I dedicate my time to collaborating with Fortune 500 companies, evaluating the influence of AI. My EY role involves aiding clients in devising a strategic plan, comprehending the optimal data architecture, establishing an approach for governance and responsible AI, as well as charting a course to prioritize use cases and execute essential pilot projects. These initiatives span multiple areas such as consumer engagement, supply chain, product innovation, IT, and employee enablement, among others.
During our discussion we talked about why now? This ties into proprietary research I have been speaking on over the years tied to AI. I have researched across generational cohorts, and what is consistent is the primary behavioral driver for why individuals will adopt and engage with intelligent systems it’s tied to ease & convenience.
This leads to four key pillars that are critical to understand the potential impact of Gen AI beyond efficiency gains that also enable ease and convenience for employees and consumers.
1 – Accessible – Generative AI is a major step towards ease and convenience for generation of images and various forms of text-based outputs but also how we work with data and most importantly how we can democratize access to insights like never before.
2 – Enabler – I see Generative AI enabling us similar to how the calculator revolutionized mathematics by simplifying complex calculations and reducing human errors. Generative AI has the potential to impact a much broader range of tasks such as creativity, problem-solving, and decision making.
3 – Knowledge Strategy – Most organizations talk about data and how they drive data driven decisioning. The reality is there are still limitations in how our clients store, action and derive business decision from insights, it’s based on diagnostics vs truly allowing for real-time decisioning and advanced scenario modeling. That is where AI and generative AI can enhance data-driven decisioning in real time that doesn’t require an individual to understand advanced analytics.
4 – Intelligence Augmentation – I am big believer in intelligence augmentation. That this technology will empower versus replace. Roles like data science will evolve from focusing primarily on processing of information and model building, to fine tuning data with a focus on storytelling based on output. The types of data we work with will shift as well.
As we shift from enablement to autonomous actions, Ai will become more capable of generating content, designs, and ideas, the role of human workers will shift from being primary creators to acting as editors, curators, or supervisors of AI-generated content.
In the near-future work outputs will be about combining our creative instincts with AI-generated content to enhance our decision making. One final thing of note, humans still possess superior emotional intelligence and understanding of cultural nuances. The combination of machine-based output + human understanding that will be key.
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As we progress in a world that is quickly transforming due to the widespread adoption of artificial intelligence (AI), it is essential to gain a comprehensive understanding of the various AI systems and their capabilities by examining the evolution of different AI archetypes.
Keeping a close eye on the progress and sophistication of AI archetypes is essential for businesses looking to stay ahead in an increasingly competitive and technology-driven world. By tracking advancements in AI capabilities, companies can identify new opportunities and adapt their strategies accordingly to maintain a competitive edge.
In today’s post, I’ll be delving into various AI archetypes and providing examples of each, and exploring their potential influence on the future of business.
Reactive AI systems, also known as rule-based systems, have been in use since the early days of AI research in the 1950s and 1960s. These systems can only react to specific inputs and do not have the ability to learn from past experiences or store information.
Reactive AI does not have the ability to learn from past experiences or adapt their behavior. A classic example of reactive AI is IBM’s Deep Blue, the chess-playing computer that famously defeated world champion Garry Kasparov in 1997. Deep Blue analyzed millions of chess positions and made decisions based on its programming, but it couldn’t learn from its games or adapt its strategies beyond its initial programming.
Some basic robots, such as vacuum cleaners like the Roomba, can also be considered Reactive AI. These robots use sensors to detect obstacles and perform specific actions based on the input from their environment. They do not possess memory or the ability to learn from past experiences and cannot adapt their behavior.
Another type of reactive AI used in healthcare are expert systems. Expert systems are AI applications that mimic the decision-making abilities of a human expert in a specific domain. These systems use a knowledge base of facts and rules to make inferences and provide solutions to specific problems. For example, an expert system for medical diagnosis could use a predefined set of rules to suggest possible diagnoses based on the input symptoms but lack learning capabilities.
Limited memory AI, which can learn from past data and experiences, started gaining prominence in the 1980s and 1990s with the development of machine learning techniques, such as neural networks and reinforcement learning. These systems have a limited ability to learn from past experiences, allowing them to improve their performance over time.
Self-driving cars are a prime example of limited memory AI. They use data gathered from previous trips to improve their navigation, obstacle detection, and decision-making capabilities.
Voice-based systems like Alexa, Siri, and Google Assistant primarily fit within the Limited Memory AI archetype. Virtual assistants like Alexa, Siri, and Google Assistant rely on AI algorithms to generate responses based on their training data and some past experiences. They can learn from user interactions, improving their performance and tailoring their responses over time.
These systems use natural language processing (NLP) to understand and process voice commands, and machine learning algorithms to provide relevant information, perform tasks, or control connected devices. While these voice-based systems have advanced capabilities, they do not yet possess the level of understanding and modeling of human emotions, intentions, beliefs, and desires.
Generative AI can be considered limited memory AI archetype. Generative AI models, such as GPT-4 and DALL-E, are trained on large amounts of data and use this knowledge to generate content. These models are based on past experiences (the data they have been trained on) and can generate text, images, or even music that closely resemble human-generated content. While they do learn from their training data, their learning capabilities are limited to the scope of the data they have been exposed to and the specific tasks they have been trained for.
Digital humans, which are AI-powered virtual characters designed to resemble and interact like real humans, can fit primarily within the Limited Memory AI and possibly evolve towards Theory of Mind AI archetypes, depending on the sophistication of the underlying AI system.
Another area I have discussed previously is emotive robotics. When it comes to AI archetypes, emotive robots that rely on AI algorithms to generate responses based on their training data and some past experiences fit within the Limited Memory AI archetype. These robots can learn to some extent from their interactions and adapt their behavior accordingly. Examples include social robots, customer service robots, or companion robots that use AI to simulate human-like emotions and interactions.
The Theory of Mind AI archetype represents systems capable of modeling human emotions, intentions, beliefs, and desires. These AI systems would be able to interact with humans more effectively, empathize, and even predict human behavior. Although we have yet to achieve this level of AI-human interaction, as generative AI systems become more sophisticated, they may begin to exhibit a deeper understanding of human emotions, intentions, and beliefs.
By generating content that is more contextually aware and emotionally intelligent, these AI systems could potentially move closer to the Theory of Mind AI archetype. Although generative AI is not yet at this level of human understanding, ongoing research and development in AI could enable future advancements in this direction. As these systems evolve, they will revolutionize industries such as customer service, mental health, and entertainment.
As digital humans evolve and their AI systems become more sophisticated, they may increasingly fit within the Theory of Mind AI archetype. Advanced digital humans would be able to understand and model human emotions, intentions, beliefs, and desires, resulting in more natural and effective interactions with people. This could lead to digital humans being used in a wide range of applications, such as virtual therapy, and entertainment.
As emotive robots evolve and their AI systems become more sophisticated, they may increasingly fit within the Theory of Mind AI archetype. Advanced emotive robots would be capable of understanding and modeling human emotions, intentions, beliefs, and desires, resulting in more natural and effective interactions. These robots could be used in a variety of applications, such as therapy, caregiving, and education, where understanding and expressing emotions are essential for effective communication.
Self-aware AI is a thought-provoking theoretical concept, envisioning AI systems endowed with consciousness, self-awareness, and an understanding of their own existence. These AI systems would have the capacity to make autonomous decisions, set their own goals, and even potentially exhibit creativity. While self-aware AI remains in the realm of science fiction, it offers a fascinating area of exploration that could ultimately redefine our understanding of intelligence and consciousness.
As someone captivated by the potential of self-aware AI, I’ve seen its influence on the creative works of numerous science fiction authors, filmmakers, and futurists. These fictional portrayals often depict AI systems with consciousness, self-awareness, and a comprehension of their own existence. A few of my favorite movies showcase prime examples, such as HAL 9000 from 2001: A Space Odyssey, Skynet from the Terminator series, and the Machines from the Matrix trilogy.
AGI, refers to AI systems that can match or surpass human intelligence across a wide range of tasks. AGI would be capable of adapting to new situations, solving problems, and thinking abstractly, much like humans do. Although AGI remains a theoretical goal in AI research, its potential impact on society is enormous, from revolutionizing scientific discovery to transforming the global economy.
We’ve come a long way from the early days of reactive AI, now finding ourselves at the intersection of Limited Memory and Theory of Mind AI. With the rapid pace of change, we’re on the cusp of bridging the gap between reality and what was once only found in science fiction.
Follow Tom Edwards @BlackFin360 and stay tuned to the BlackFin360 blog for the latest on AI, future-forward predictions, analysis of the latest emerging technologies, and their implications for the future.
From 2016 onward, I have frequently discussed the accelerated development of artificial intelligence (AI) and its pivotal role in revolutionizing sectors like pharmaceuticals. Today, our focus shifts to leveraging the capabilities of GPT, or Generative Pre-Trained Transformer, in the consumer packaged goods (CPG) and retail domains. In this post, we will delve into the ways GPT can transform customer interactions and redefine the playing field for CPG and retail brands.
The strength of GPT lies in its ability to understand and generate human-like text. This capability allows CPG and retail brands to create highly personalized messaging for their customers. By leveraging AI-powered language models, marketers can craft tailored content for different segments, demographics, and even individual customers, ensuring that every interaction feels unique and genuine. This level of personalization can lead to improved customer loyalty, higher conversion rates, and increased overall brand value.
Customer service plays a critical role in the success of CPG and retail businesses. GPT can be utilized to augment customer support teams by providing instant and accurate responses to common inquiries, reducing wait times, and freeing up human agents to focus on more complex issues. Furthermore, with continuous learning and improvement, GPT can adapt and fine-tune its responses to provide an increasingly seamless customer experience over time. Especially if an organization enhances GPT with 1st party data through transfer learning and ring-fencing via an API.
Creating high-quality content can be time-consuming and resource-intensive. GPT has the potential to streamline this process by generating product descriptions, promotional materials, and even social media posts, all while maintaining brand voice and consistency. By automating content creation, brands can achieve significant cost savings, improve efficiency, and allocate resources more effectively, especially with the release of GPT-4 and its multi-modal capabilities.
GPT can analyze vast amounts of data and extract valuable insights that inform marketing strategies and decision-making processes. By understanding customer preferences, sentiment, and trends, CPG and retail brands can make data-driven decisions, optimize their product offerings, and uncover new growth opportunities. With GPT’s natural language understanding capabilities, these insights can be communicated in a way that is easily digestible for decision-makers.
In the age of data-driven marketing, understanding customer behavior and preferences has never been more critical. GPT’s powerful natural language processing capabilities can be harnessed to enhance analytics by interpreting unstructured data, such as customer reviews, social media interactions, and online discussions.
By analyzing this information, GPT can uncover patterns, trends, and insights that were previously hidden, providing a more holistic view of the customer journey. This deeper understanding empowers CPG and retail brands to create highly targeted marketing campaigns via predictive CRM, optimize product assortments, and deliver more relevant, engaging experiences to their customers.
By combining GPT’s advanced analytics with traditional data sources, brands can unlock new levels of customer intelligence and drive strategic decision-making across the organization.
As voice assistants become increasingly popular, their integration into CPG and retail experiences has emerged as a crucial factor for success. GPT’s exceptional language generation capabilities can be leveraged to enhance voice interactions, creating more natural, fluid, and engaging conversations with customers.
By developing AI-driven voice applications, CPG and retail brands can provide frictionless shopping experiences, making it easier for customers to discover, research, and purchase products using their preferred voice assistant devices. This level of convenience and ease-of-use not only contributes to customer satisfaction but also drives customer loyalty and repeat business, positioning brands at the forefront of the ever-evolving retail landscape.
The integration of AI-powered technologies like GPT and Augmented Reality (AR) can elevate in-store experiences for customers, creating a seamless blend of the physical and digital. GPT can be utilized to generate contextually relevant content that enhances AR applications, offering product information, personalized recommendations, and promotional offers to customers as they navigate through the store. This combination of technologies provides an immersive, interactive experience that not only improves customer engagement but also drives sales and increases brand loyalty.
The fusion of digital human avatars with GPT’s advanced language capabilities can create a new paradigm for CPG and retail customer engagement. By combining realistic, emotionally expressive avatars with GPT’s ability to generate natural, human-like conversation, brands can deliver truly immersive and personalized interactions that resonate with customers on a deeper level.
These digital avatars can serve as virtual brand ambassadors, customer service representatives, or even personal shopping assistants, catering to customer needs and preferences with a human touch. The marriage of digital human avatars and GPT’s conversational AI helps bridge the gap between technology and human connection, fostering stronger relationships with customers and elevating the overall brand experience in the CPG and retail space.
By embracing GPT and other AI-driven technologies, CPG and retail brands can unlock a world of opportunities for enhancing existing data, customer engagement, streamlining operations, and staying ahead of the competition. As we continue to witness the convergence of marketing and technology, it is essential for forward-thinking businesses to invest in these innovations and capitalize on the transformative potential they offer.
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I have been working on and speaking about the topic of AI since 2016. Over the years, I have researched across generational cohorts, and what is consistent across every age is the primary behavioral driver for why individuals will adopt and engage with intelligent systems, which is ease & convenience.
Generative AI, or artificial intelligence capable of creating new content and ideas, is one of the most rapidly growing technologies today. It has already made waves in the world of literature, art, music, and more. But what impact will it have on our future?
Generative AI has the potential to completely revolutionize how we create content. In its simplest form, it can be used to generate new stories or lyrics based on existing themes. The possibilities are far-reaching when it comes to creating entirely original works that would never been conceived without generative AI.
In this video, I discuss the rise of Generative AI and its implications for pharmaceutical marketing, creativity, prompt engineering, and key considerations tied to visual and text-based large language models DALL-E, GPT, and OpenAI’s chatbot, ChatGPT.
Other topics include insight about ChatGPT Professional, Google vs. Microsoft, and discuss ethics, bias, and other key points to consider when thinking about the application of ChatGPT and other transformer models for business.
It’s clear that generative AI holds a great deal of promise for humanity and its future—but only if used responsibly and ethically. With powerful technologies like these come big responsibilities.
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I recently had the opportunity to be a guest on the Hamilton Mann conversation. We discussed a number of topics outlined below.
As countries grapple with how to limit global warming and protect natural resources and biodiversity, more companies are growing their own commitments to building SDGs-friendly products, services and supply chains. At this year’s CES, Companies and start-ups touched on a broad range of those efforts while leveraging data and AI as a new normal.
What were some of the most digital innovative products or services that could help the greater interest of society?
How was the sustainability stake taken into account as a value of the digital innovation showcased?
And beyond tech, what are some of the encouraging examples of companies that highlight new digital business models embracing new 5 Ps (aka People, Planet, Prosperity, Peace and Partnership)?
VIEW THE FULL INTERVIEW HERE
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It was great to be back at the Las Vegas Convention Center for CES 2023. This is one of my favorite events of the year, as it provides a near-future preview of technology that will further empower end-users, augment intelligence and experiences through intelligent algorithms and allow us to transport versions of ourselves into digital realms. Here are my ten top takeaways from CES 2023.
Reality, Augmented – The shift to an entirely seamless reality that fuses digital and physical will require a convergence of technology, behavioral modifications, access, and adoption. At CES 2023, the path toward augmented virtuality consisted of advancements from wearables that create haptic feedback in the form of ITRI’s Imeta washable shirt to Sony’s Mocopi motion capture kit that allows for easy and affordable VTuber motion tracking to quickly port your movement into virtual experiences. The latest advancements in augmented and mixed reality glasses have increased the field of view, more processing power, and seamlessly integrated video and audio, all with a smaller form factor.
Shifting Modalities – Our world today is primarily mobile-centric and desktop for productivity. CES shows a time very soon when we must think about multi-modal experiences. Voice, Vision, and Touch all become a part of a new canvas that we, as marketers, will have available to weave narratives that bridge physical and digital experiences. One of the highlights of the show was OVR technology. They integrate smell into digital and immersive experiences. Another great example was from Microsoft and their partner Touchcast with an immersive store of the future concept.
Empowering Accessibility – The initial wave of technology brings hype and a rush to create relevant use cases. The same was accurate when it came to augmenting reality and immersive experiences. This year, there was a directed focus on creating experiences that empower accessibility.
Beam Me Anywhere – Holograms were core elements of science fiction for decades. Star Trek and Star Wars popularized the concept of weaving holograms into a part of an ongoing narrative. At CES 2023, holograms took significant leaps forward. From photo-realistic, fully interactive experiences that create the illusion of presence anywhere in the world via Proto and ARTH Media to Hypervsn’s ever-evolving open-air hologram systems. Holograms are no longer just for science fiction.
AI Everywhere < AI Enhanced – Pre-pandemic, AI was everywhere at CES, and It was more of a label with actual AI models in nascent forms or simply as a marketing ploy for foot traffic. In 2023, AI was indeed the foundation from product innovation to enhanced experiences, focused on delivering ease and convenience via intelligent algorithms.
What is Human? – One of the hottest trends in the pharma space to close out 2022 was the introduction and experimentation of Digital Humans. From medical education to extending the reach and accessibility of field reps, creating digital opinion leaders, scalable HCP communication, and dynamic patient-centric experiences connected to conversational AI. The ability to mix human and digital experiences to extend and scale through digital humans is a crucial trend for 2023.
Digital Doppelgänger – A doppelgänger is a double of a living person. At CES 2023, the ability to create a digital replica took many forms. From quickly scanning your physical appearance for virtual experiences via Copresence, to capturing your likeness and memories via StoryFile, to creating digital reflections of your brain, heart, and eyes by Dassault Systèmes to enhance medical treatment. The role of digitally doubling oneself will be a pivotal on-ramp to future multi-modal experiences.
Empowered Wellness – In previous CES recaps, I have discussed the empowered consumer and a behaviorally driven expectation of control and personalization. In 2023, the focus has shifted towards empowered wellness. Many products, from wearables to gamified health experiences, tap into various personalized data sets that offer customized approaches to counteract fatigue, passively monitor glucose levels without needles, and deploy deep learning AI algorithms that combine computer vision and trend analysis to provide personalized nutrition plans via nail imaging analysis. Each entry in this category is focused on creating relevant, personalized experiences that enhance overall wellness.
Care Anywhere – This year at CES 2023, digital health and therapeutic solutions were front and center. From technology that empowers a patient to direct control of treatment via light therapy to advanced remote care monitoring via AI-enabled wearables and sensors that can passively detect abnormalities tied to various disease states to predict health declines. Preventative care, at-home testing, portable clinical devices, passive adherence tracking, and more will continue to bridge the gap between at-home convenience and FDA-approved digital therapeutics.
Robotic Companions – For me personally, physical robots have been a highlight for me at CES. I always seek out the latest robotic advancements, from toy-form factors, to utility-centric robots, to humanoid robots, as I look for the next evolution of emotive robotics. I view robotics as a core aspect of what I call the five levels of autonomy, and they will complement conversational AI as well as digital humans on the path toward a Westworld-like future. At CES 2023, one robot in particular bridged robotics with mental wellness and elder care. This robot provides emotional care services, serves as a companion, and offers various activities. The key point is that in addition to the hype around digital experiences, physical robots will also become proxies for customers, patients, and caregivers.
There are many more takeaways from the show. There were trends tied to sustainability, new advancements in the automotive industry, and many more start-ups out of Eureka Park that are early stage but are providing a view into next year’s show. The role of digital health across CES, SXSW, and other shows will continue to rise as health and wellness are at the forefront of industry post pandemic.
Stay tuned for more trend and event recaps. Follow Tom @BlackFin360 across social channels.
Over the last decade, BlackFin360 has consistently focused on trend forecasting. As we venture into 2023, the rapid convergence of technology takes center stage in both the business world and our everyday lives.
Our growing reliance on technology has been embraced, as it provides ease and convenience in return. We are now poised to advance to the next level of intelligence augmentation through various AI forms, revolutionizing internal processes, customer experiences, and the way we work, learn, and sift through the ever-increasing volume of content we consume daily.
The boundaries between the physical and digital realms are becoming increasingly indistinct as we reshape our understanding of reality, whether it be fully immersive, spatially cognizant, or via lifelike holograms. As the excitement surrounding the metaverse transitions into practical applications beyond mere entertainment, I envision a path towards genuine value creation.
Moreover, the past few years have seen significant behavioral changes. Emerging from a pandemic, our yearning for connection and our demand for personalization, engagement, and control infuse a human touch into a digital world dominated by ones and zeros.
Lastly, the pharmaceutical and healthcare industries are on the verge of profound transformation. The surge in patient-focused advertisements encouraging patients to influence prescribers’ decisions signifies this shift. As a result, the healthcare landscape is evolving to meet expectations of accessible care and the creation of experiences that enable multi-faceted storytelling.
All of this leads to the two foundational elements for the 2023 trend report. Human / Experience. (Message me for the key to view the full Trend Report).
THE HUMAN LAYER
The Human layer dives into all facets of control and empowerment of consumers, patients, caregivers, and HCPs with key examples and organizations enabling ease and convenience.
1 – Consumer Control – As humans, our behaviors are increasingly being shaped by technology, leading us to expect greater control. This section delves profoundly into the world of user-generated content and the emergence of algorithms centered on affinity and personal preferences.
2 – Community Engagement – In the aftermath of the pandemic, we’ve experienced a revitalized appreciation for belonging and community, spanning both digital and physical realms. This section explores the concepts of blended connections, online communities, genuine interactions, and inclusiveness.
3 – Care Anywhere – The notion of point of care is expanding to encompass any location with a camera and an internet connection. This section delves into intelligent devices, ranging from health-monitoring wearable tattoos to smartwatches that track Parkinson’s symptoms. There has been a considerable shift in FDA approvals and investments towards digital therapeutics (DTX). These digital-focused experiences provide patients with medical interventions through clinically evaluated, evidence-based software applications.
4 – Customizable Avatars – Avatars are evolving into representations of ourselves, whether they are photorealistic or stylized. Our capacity to personalize digital embodiments that effortlessly interact across diverse experiences is becoming the standard. This development, coupled with advancements in volumetric video capture, enables connection points that were previously unattainable for integrating oneself into digital surroundings.
5 – Decentralization & Transparency – The convergence of consumers’ quest for control and the inherent decentralization of Web 3.0 is paving the way for new approaches to brand loyalty and adherence programs. With an increased emphasis on data privacy and targeted content, consumers will seek mutually beneficial data exchanges that satisfy both parties’ needs.
THE EXPERIENCE LAYER
Here is a video walking through the Experience Layer portion of the 2023 trends.
The Experience layer blurs the lines between physical and digital reality with key examples and organizations ushering us into a digitally enhanced world.
6 – Extending Reality – Despite the relatively slow growth in consumer interest, augmented, virtual, and mixed reality technologies persist in their development. This section delves into the latest innovations in gaming, enterprise metaverse solutions such as Mytaverse, medical metaverse newcomers, and smart lens applications.
7 – Digital Humans – Synthetic humans are steadily supplanting conventional videos and chatbots. In the pharmaceutical industry, Digital Humans emerged as the top trend in presentations at the end of 2022. They offer the capability to expand a field sales force and establish an emotionally engaging starting point for navigating intricate patient journeys with key opinion leaders (KOLs). The potential to create connection points and avatar-focused content on a large scale is expected to further gather momentum in 2023.
8 – Holograms – The concept of establishing a presence without physical attendance is gaining traction, thanks to companies like Proto and ARHT Media. These firms enable multiple presenters to appear live before audiences as realistic holograms and engage in full interaction, creating a sense of connection even when not physically present.
9 – Scaling with AI – Artificial Intelligence is set to enable hyper-personalization and automation on a massive scale. This section examines the AI technologies that have influenced Hollywood and will shape the way we create experiences in 2023. It delves into the realm of generative AI, providing a comprehensive understanding of the role and workings of a prompt engineer.
10 – Hyper Realism – Hyperrealistic design is increasingly obscuring the boundaries between our digital and physical environments. This section explores its applications in retail experiences and cutting-edge healthcare technology, such as Level Ex, showcasing how these innovations are reshaping various industries.
The complete trend report is 70+ pages of examples of key concepts and the companies that are setting the stage for the next iteration of experiences we will begin to incorporate to transform all aspects of business incrementally.
View the full 2023 Human Experience Trend Report.
(Message me for the key to view the full Trend Report)
A very special thank you Adam Housley for your support in this endeavor.
I recently had the opportunity to share with the Drum my tips for how to write an award entry that would get my attention and my vote.
I am looking forward to the 2022 Drum Awards and congrats to all of the nominees and soon to be winners.
The Drum Awards for Digital Industries rewards the best work, companies and people behind the most effective digital campaigns around the world.
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NAPSL – EVOLUTION OF EXPERIENCE (KEYNOTE) – Indianapolis (July 2022) I had the pleasure of delivering my innovation to reality keynote for the National American Association of State and Provincial Lottery’s annual conference.
The keynote has been revamped, and I have evolved the core format of Empower, Exponential, and Enhanced by also adding Experience. All with the same trademark of infusing pop culture as a lead-in to understanding complex topics. From Star Wars, Fortnite, Roblox, Pixar, The Matrix, Stranger Things, Minority Report, West World, and so much more.
Empower is all about understanding that consumers are in control. Their expectations are radically transforming how business is done. This section covers all facets of GenZ, gaming, introduction to the Metaverse, Ethereum, NFTs, POAPs, the evolving role of the camera, how to identify a fad vs. trend, and the rise of private messaging, and how the camera is a bridge to intelligence.
Exponential is all about ease and convenience as the core motivation for adopting intelligent systems. This section covers the basics of AI, Machine Learning, Deep Learning, understanding algorithms, why we are in the golden age of AI, predictive decisioning, generative models, five levels of autonomy, digital humans, virtual assistants, and the rise of the proxy web.
Enhanced is all about perception between physical and digital and how and when technology will adapt to us vs. us adapting to it. This section dives deeper into the Metaverse, the role of computer vision, digital synths, multi-modal interfaces, digital twins, holograms, synthetic reality, and my prediction of when we will see multi-modal at scale.
Experience is an entirely new section that helps the audience understand how to think about emerging trend territories and how it applies to their business, from understanding how digital channels and behaviors have evolved to how they can personally take steps to better understand the world around them. This section ends with a practical how-to section that provides deeper introductions to the topics of the Metaverse, Ethereum, NFTs, AI, Digital Humans, and Emerging Tech.
I am excited to be back on stage and the future is crystalizing before our eyes. It’s an exciting time and I love educating and inspiring through technology.
A special thank you to the NAPSL team for a great event!
It’s been an incredible experience collaborating with Synthesia. They’ve created a remarkable AI video platform that enables organizations to produce videos featuring AI avatars. Simply select a template, choose an avatar, input your text, add visuals, and presto! A fully-formed video is generated.
I recently had the privilege of being recorded and turned into an AI avatar. The concept of merging the physical and digital worlds has always fascinated me, and now, with my digital twin, we’re making significant strides towards realizing that vision.
The transformation is taking place in the photos above and below.
Here is an example of the finished product.
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I recently had the honor of being recognized as one of the Top 10 Most Inspiring Tech Leaders to Watch for 2022. I am incredibly honored by this recognition.
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This week I had an opportunity to travel to Maui, Hawaii, to deliver the newly revamped Evolution of Experience keynote. Besides the amazing setting next to the beautiful Maui shoreline, the crowd was fantastic as we dove into some of the latest trends redefining consumer expectations for all industries.
The keynote has been revamped, and I have evolved the core format of Empower, Exponential, and Enhanced by also adding Experience. All with the same trademark of infusing pop culture as a lead-in to understanding complex topics. From Star Wars, Fortnite, Roblox, Pixar, The Matrix, Stranger Things, Minority Report, West World, and so much more.
Empower is all about understanding that consumers are in control. Their expectations are radically transforming how business is done. This section covers all facets of GenZ, gaming, introduction to the Metaverse, Ethereum, NFTs, POAPs, the evolving role of the camera, how to identify a fad vs. trend, and the rise of private messaging, and how the camera is a bridge to intelligence.
Exponential is all about ease and convenience as the core motivation for adopting intelligent systems. This section covers the basics of AI, Machine Learning, Deep Learning, understanding algorithms, why we are in the golden age of AI, predictive decisioning, generative models, five levels of autonomy, digital humans, virtual assistants, and the rise of the proxy web.
Enhanced is all about perception between physical and digital and how and when technology will adapt to us vs. us adapting to it. This section dives deeper into the Metaverse, the role of computer vision, digital synths, multi-modal interfaces, digital twins, holograms, synthetic reality, and my prediction of when we will see multi-modal at scale.
Experience is an entirely new section that helps the audience understand how to think about emerging trend territories and how it applies to their business, from understanding how digital channels and behaviors have evolved to how they can personally take steps to better understand the world around them. This section ends with a practical how-to section that provides deeper introductions to the topics of the Metaverse, Ethereum, NFTs, AI, Digital Humans, and Emerging Tech.
I am excited to be back on stage and the future is crystalizing before our eyes. It’s an exciting time and I love educating and inspiring through technology.
A special thank you to the WSADA team for a great event!
I recently had the opportunity to be a guest on Daily Ad Brief’s “Digital Champions” show. In this 6 min interview, we cover a lot of ground on the topics of data, AI, and future trends.
WHAT IS YOUR COMPANY ELEVATOR PITCH WHEN TALKING ABOUT YOUR COMPANY?
OHG is the largest medical communications network in the world. BlackFin360 is my professional futurist speaking platform
WHAT IS THE BIGGEST CHANGE IN MARKETING THAT YOU SEE COMING IN THE NEXT 2 YEARS?
Shift from contextual marketing to predictive based on intelligent systems, that and the seamless blending of digital & physical reality
WHAT IS ONE TIP THAT YOU WOULD GIVE WHEN IT COMES TO DIGITAL MARKETING?
Understand that data is fuel for AI, and having a deliberate approach is key
WHAT IS THE MAIN PAIN POINT THAT YOU SOLVE FOR YOUR CUSTOMERS?
Omnichannel communication, actioning data, Future-proofing business through emerging tech, integrating AI.
Follow Tom Edwards @BlackFin360 across social platforms.
This episode features an interview with Tom Edwards, Chief Digital and Data Officer at Omnicom Health Group, the largest healthcare marketing and communications network in the world. Prior to Omnicom, Tom served as Chief Digital and Innovation Officer at Epsilon. Tom has been named one of the Top 50 Most Influential Business Leaders in Technology and a Top 10 Global Marketer Award winner by OnCon this year.
On this episode, Tom talks about transparency in decision making, how to organize massive amounts of data in order to derive insights, and how to determine the ideal communication strategy for a target audience.
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Timestamp Breakdown
*[3:38] Merging Digital and Data
*[5:10] Making the most out of data assets
*[6:38] How to strategically enable teams
*[8:03] Predictive decisioning and the cookieless future
*[9:30] Making massive data sets actionable
*[11:47] Omnicom Health Group’s data architecture and tech stack
*[15:27] Creating common language across the organization
*[20:13] Looking to partner with leaders in data-driven organizations
*[23:14] Preparing for a shifting data landscape
*[26:24] The importance of transparency as a leader
*[29:23] Finding a mentor and sponsor
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I recently had the opportunity to deliver the opening keynote for the Vii Health Next Pharma Summit AI & Personalization Masterclass event.
I presented the full evolution of experience and how to shift towards an experience mindset keynote. The talk highlighted how emerging technology and consumer behavior blur the line between physical and digital reality and will end on how you and your organization can prepare for accelerated change.
Here is the fully produced talk.
Previews of the event.
Follow Tom Edwards across social platforms @BlackFin360
I am excited to deliver the opening keynote for the NEXT Pharma summit AI & CX masterclass powered by ViiHealth.
The event kicks off on October 20th, with my keynote following shortly after the open. The event will take place over the 20th and 21st and will be delivered via an immersive 3D experience.
I will be presenting the evolution of experience and how to shift towards an experience mindset. This talk will highlight how emerging technology and consumer behavior blur the line between physical and digital reality and will end on how you and your organization can prepare for accelerated change.
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It was an absolute pleasure to work with an incredible judging panel for the 2021 Drum Awards for Digital Industries. It was interesting to do this as a hybrid with some judges in person in the UK and the rest virtually but it worked seamlessly.
I had the privilege to judge the Best Digital Media Strategy, Best Website Design, Most Effective Use of AI/Machine Learning, Technical Innovation, and the Grand Prix award for best in show.
Best of luck to all of the nominees, and congratulations to the winners.
Follow Tom Edwards @BlackFin360 across social platforms.
I am very grateful to be recognized as a Top 100 Marketing and Advertising Leader during the 2021 MARsum Marketing, Advertising & Retail Summit. When I receive recognition such as this I am very thankful for the support of my wife, family, teammates, and everyone in my network.
A full list of industry awards and over 100+ recommendations are available here.
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This is my second stint with Omnicom. The people, culture, and data platform Omni are a big reason why I came back. I sit down with the OMC Hive Podcast to discuss why Omnicom, what’s Omni Health, the future of tech, and fun things like mascots, #gaming, the military, and more.
In this episode, Tom Edwards, Chief Digital Officer of Omnicom Health group, talks about his background, the launch of Omni Health and what it means for our people and clients, and what exactly brought him back to Omnicom.
You’d be hard-pressed to put Tom into a box. From launching some of the first in-game content tied to the web to jumping out of planes in the Army, he’s finally landed at Omnicom Health Group.
But his diverse career trajectory is serving him well, as his background across industries and from his first stint at Omnicom at The Marketing Arm allow him to weave together data, creative, and a little bit of fun.
Plus, hear the stories behind these awesome photos and learn what to look out for when you’re predicting the next big thing in tech.
Today is the official launch of Omni Health! It’s been a fast and furious transition into Omnicom Health Group. The team, leadership, and data assets are amazing. We wasted no time working towards an accelerated launch of Omni Health. It was great to take the data experience gained from my time with Epsilon and take it to another level with Omnicom.
Omni Health is a unique extension of Omnicom’s people-based precision marketing and insights platform, Omni. It’s the first and only end-to-end healthcare-centric data platform designed for the specific requirements of healthcare marketers and clients, especially around privacy compliance.
It takes this prescribing data, physician data, medical and pharmacy claims, and coverage data and integrates it with Omni’s vast consumer data. This includes demographics, purchasing behavior and media consumption. Omni Health will house all of this within a single, intuitive user interface, and with critical data privacy safeguards built right in.
Omni Health not only has the power to provide insights into healthcare practitioners’ prescribing habits and patterns, it can also reveal behavioral factors that motivate HCPs not just as professionals, but as people…in essence, the human side of healthcare decisioning.
From a consumer standpoint, Omni Health will enable the identification of patient cohorts based on health status, allowing us to design more individualized communications along the patient health journey.
Most excitingly, Omni Health will help us uncover connected insights across HCP and consumer audiences, allowing for concurrent and synergistic campaign planning. With different medical conditions, Omni Health will also help us highlight purchase behaviors, geography, and other important customer dimensions, helping us determine what marketing activity or message needs the most emphasis, and in which channels.
In short, Omni Health really will unlock the potential for creating true omnichannel experiences.
Here is the Press Release announcing the launch as well as Business Insiders exclusive coverage.
I recently had the honor of being recognized as one of the 2021 50 most influential business leaders in tech. I am incredibly honored by this recognition.
I was incredibly humbled to be recognized as a 2021 OnCon Icon Top 10 Global Marketer award winner. I am truly appreciative of everyone who supported my nomination. There were 150 overall nominees and the support of my network really delivered this top 10 award and I am so grateful.
I am very grateful to have been a part of the 2021 OnCon Icon awards and would highly recommend nominating your peers for potential recognition in 2022. I am also very thankful for the support of my wife of 20+ years. I wouldn’t receive this type of recognition without her contributions and personal sacrifice. Thanks again to everyone and to Sean Tomarelli for putting on such a great and memorable show.
I recently had the opportunity to virtually meet with Bryon Morrison, the CEO, and Co-founder of Proxxy, to discuss the topic of “Are you driving the narrative about your online reputation?”.
Bryon moderates our discussion. We dive into the topics of personal branding, the story behind BlackFin360, tips for finding time to focus on content creation, the value of building an online reputation, the difference between personal reputation vs. business reputation, and recommendations for all executive levels in the following video.
I was incredibly humbled to be recognized as the 2020 Digital Marketing Professional of the Year during the recent CX Digital Summit. When I receive recognition such as this I am very thankful for the support of my wife, family, teammates, and everyone in my network.
Next up are the 2021 OnCon Icon Awards in January where a number of you voted and I am incredibly appreciative of your support. Beyond that I am also being recognized by MADCON in 2021 and hopeful we can get back to in-person events by mid-2021.
I am thankful for the recognition and excited to close out a chaotic 2020 and look forward to 2021 and what’s possible!
2020 Digital Marketing Professional of the Year (Global) – Recognized during the 2020 India CX Digital Summit as the Digital Marketing Professional of the Year.
A full list of industry awards and over 100+ recommendations are available here.
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I recently had the opportunity to speak to an amazing Indian audience during the 2020 CX Digital Summit. I delivered an updated version of the Innovation To Reality Keynote focusing on CX and how consumer behavior drives engagement.
The talk focused on the impact of Gen Z consumer behavior and their expectations tied to the camera as a bridge to intelligence. Then, we discussed what I consider the five levels of autonomy and how CX experiences will evolve at each stage. Finally, we dive into the behavioral drivers that will create the shift from mobile being the primary way we interact with technology to our environment adapting to us.
It’s fun to deliver keynotes at 1 am! It’s worth the lack of sleep to engage with audiences across the globe!
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I have enjoyed working with Cal Entertainment founder Chris Lee for years as I am an exclusive speaker for Cal Entertainment. We sit down for a fun discussion that covers a lot of ground. We talk about trends across data, AI, gaming, spatial computing, new form factors beyond mobile, as well as some fun with Funko Pops.
1:48 – Introduction and opening statements tied to trends.
3:05 – Creating experiences that go beyond desktop and mobile.
4:10 – Tour of Matrix-inspired office.
4:42 – Awards & BlackFin360.
7:12 – Voice ecosystem and thoughts on Google, Amazon, and Apple.
8:24 – Discuss virtual proxies & how assistants will evolve.
12:00 – How should business leaders think about integrating tech and trends into their existing business with a focus on value creation.
12:50 – The new 4 Ps to consider for marketers.
14:50 – What about small business owners? What do they need to look at?
18:36 – How to apply AI & Machine learning to understand affinities and behaviors.
19:44 – Thoughts on ownership of data.
20:17 – The role of AI & it’s not the enemy via the Pixar Theory
24:15 – Digital Simulation.
25:50 – What about search beyond desktop & mobile? The role of the Google knowledge graph.
27:06 – Moving beyond mobile devices & the rise of smart glasses.
28:14 – Smart contacts are the future.
30:10 – The rise of gaming & how to align with business.
31:55 – What brands should be in gaming?
35:00 – Creating authentic connections.
37:48 – Digital twins & the proxy twin hypothesis.
41:08 – Forecasting trends.
42:18 – Data, experiences, ethics.
45:20 – Blockchain & Industries like Healthcare, Financial Services.
46:55 – Digital rights management
47:30 – Closing thoughts
If you are interested in having Tom speak at your next event, please book with Chris Lee via chris@calentertainment.com or call 877-300-1888 ext. 101.
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I recently had the opportunity to deliver a keynote to an Indian audience during the first Immersive Tech Digital Summit. It’s a new experience to give a full keynote at 3 AM US time, but the crowd’s interaction made it a fun experience.
I delivered an updated version of the Innovation to Reality talk focusing on new trends, pop culture references, and frameworks for the application of technology to enhance business growth.
I also had the opportunity to lead a comprehensive augmented reality workshop featuring industry case studies and a deep dive into platforms and frameworks.
I am looking forward to my next masterclass session on December 5th for the India CX Digital Summit. It’s exciting to continue to expand thought leadership around the globe.
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Leo Clifford of the Telco Global Forum wrote a recap of my recent Innovation To Reality talk here it is reposted below.
Empower. Exponential. Enhanced. These are the three words that Tom Edwards of Blackfin360 – a data-driven digitally centric marketing technology executive and professional futurist speaker – uses to describe the evolution of experience as the innovation scene evolves. He calls it ‘innovation to reality.’ Tom recently spoke at the Telco Global Forum event. In his talk, he mentions them as elements that can help drive business and digital transformation.
“Empower is all about consumer behavior influencing technology. Exponential is all about the role that intelligence systems are going to play. And Enhance is all about simulation. These are the foundational elements to align consumer behavior and emerging technology and its impact on business and digital transformation.”
– Tom Edwards
For Tom, it starts with understanding consumer behavior and how it affects technology. He estimates that 40 percent of the consumer market consists of Generation Z – the demographic of people born between the years 1996 and 2010. “They are the first mobile-first generation. They learn to swipe before they learn to speak. Businesses must understand that affinity and behavior and how it affects technology.” He says.
Today, we are heading to an age of emerging technologies that these consumers will interface with daily, and it is vital to understand how to connect with them at these various points. One popular emerging technology is the voice assistant technology installed on phones.
Alexa, Google, etc. are the first stage of autonomy in intelligent systems. From the research Tom has done across generations, one particular thing is consistent about why people will adopt intelligence systems into their everyday lives. “That is ease and convenience,” he says. These systems serve as delegates onto which people can delegate simple tasks. So they serve as a bridge between consumers and businesses such that ultimately, the mobile device will no longer be the primary means of interacting with technology. Therefore, organizations need to examine these systems and figure out how to communicate and have conversational experiences with them.
Tom expects that an increase of these proxy-like systems will “require understanding how to provoke emotions from systems” as it is quite different from humans because we will be moving from a human consumer-centric way of marketing to one that is system-based.
Businesses have data assets they possess and manage internally. The first step is understanding these assets. However, that is not enough. According to Tom, “90% of the information around consumers is unstructured”. They are found on the open web and in conversations online. Artificial intelligence can play a role in expediting the understanding of what is happening. Lastly, businesses want to understand intent signals. These are indicators that identify users who are actively reaching their line of products, and it is tied to search history. Ultimately, businesses want to make sure that they structure data in such a way that they are consequential across not only traditional search but voice ecosystems and spatial computing. All of these things are interconnected. Therefore, it is vital to have a thorough understanding of what information is available, what is usable, and why.
In the voice assistance technology sector, Google wants to make the assistant in such a way that tasks are set up as real-life scenes, thus turning the whole delegation activity into a seamless experience for the user. An example of this is Google Duplex – a new technology woven into the Google Assistant – that reserved an appointment and rented a car! Tom postulates that with systems like these evolving, what we will begin to see is a virtual assistant acting as preference centers.
With the ever-present connectivity that the emergence of 5G networks will provide, edge computing – i.e., location of information processing where people produce or consume that information – in the form of building smart cities that can process data locally and instantaneously will become a reality. While the focus has been on the disruption happening in various industries as a result of these different technologies, it will move to the convergence of these intelligent systems, which will be powered by artificial intelligence that is fuelled by data. That data is what is going to enhance the experiences as they evolve. Training the machine learning models that drive these technologies will involve tons of data so that they can further improve user experiences.
Eventually, it is not going to be enough to create experiences for traditional desktop and mobile in digital marketing. Voice, vision, and touch are the new modalities that will drive the future of experience, and these are what businesses will need to pay attention to succeed.
In light of these new modalities that are poised to drive the future of experience and digital marketing in businesses, how do you adopt these emerging technologies in your organization? “I follow a 70 to 20 to 10 kind of approach,” Tom advises. Seventy percent of your investment should be on tried and tested technologies that are going to stimulate business and digital transformation, 20 percent for technologies that are novel but you can prove some type of return based on the core objective you are trying to apply and 10 percent or less for technologies you are making educated guesses.
“It is incredibly important to have a three-year road map,” he adds. In addition to the traditional four Ps – Product, Price, Place, and Promotion – of marketing strategy, he includes four additional Ps, namely, Plan, Predictive, Proxy, and Pervasive. Plan refers to your data strategy. Predictive involves knowing that data is going to drive a lot of predictive decision making that will get to a point where it can predict human behavior and subsequently lead to the third P, Proxy. Proxy involves understanding that virtual assistants will become proxies or deputies, communicating, and interacting with each other on our behalf, scheduling, and handling tasks. Lastly, Pervasive, you want to understand that you are designing experiences — pervasive experiences — namely touch, vision, and voice that will go beyond traditional desktop and mobile.
In summary, it is about doing what is working today. Next, examine the future experiences that are going to influence behavior and drive business and digital transformation that this article has discussed. Look out for use cases in other industries that you can apply to your business based on your objective and experiment. Finally, review what the 90 percent of your investment has accomplished, what is ultimately coming, and make educated bets on other technologies you want to explore.
Tom’s Innovation to Reality talk is available here at the Telco Global Forum.
If you’d like to contact Tom Edwards directly you can find him Here at Blackfin360 or linkedin.com/in/tedwards
Futurist Tom Edwards recently joined Jonathan Lewis Trembley, Founder of Gretrix, and host of the E-commerce Business Podcast to discuss the latest trends in e-commerce. From applications of AI, dynamic product descriptions, to the role of gaming. Check out the six-minute interview.
I recently had the opportunity to join an amazing lineup of speakers for the 2020 Telco Global Forum. It was a great event and I wanted to share a snippet of my Innovation to Reality discussion with Leo Clifford, the Telco Global Forum founder.
Here is the full discussion.
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Wow! It felt good to be back on stage with a socially distant audience. Yes, I wore a mask on stage per the organizer’s policy, but it was great to be in person! This was a bespoke talk designed to motivate future business & technology, men & women.
The talk covered how a passion for gaming, marketing, and technology, has shaped my career journey. This discussion was more personal and reflective than futurist, but I wanted to provide insights into how various passions have shaped my perspective and translated to driving business performance.
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I will be speaking on the topic of innovation to reality during the upcoming Telco Global Forum online event. The event runs from September 2nd – 4th, 2020.
Get your free pass today: https://www.telcoglobalforum.com/?usr=14
You’ll learn from an incredible lineup including myself and over 20 technology leaders sharing their #1 tactics on digital transformation challenges:
And much more…
See you soon!
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I recently had the opportunity to join Thiago Desouza on his Business Access Podcast. We had an incredibly in-depth conversation across a variety of topics. From passions that have driven my career, technology, and marketing impact post-pandemic, gaming, GenZ, generational gaps, and the future of consumer experience. Timestamps and topics below.
1:25 – Tom Edwards Career Overview
2:50 – Discussing Core Passions
4:10 – Where are we today technology wise compared to Star Wars?
6:15 – How does it feel when you create a pathway to success for a client?
8:30 – Discuss Professional Speaking & Innovation to Reality
11:00 – How do you feel technology is going to advance post COVID pandemic?
14:33 – What can businesses do and where should they focus post pandemic?
18:00 – Communication, Communication, Communication is vital…
21:30 – How have international businesses been responding?
23:00 – Across industries, what techniques and methods work well broadly?
26:15 – Generational Gap & Gaming
29:00 – Experiences like Pokémon Go prep future adoption
30:30 – What happened to Google Glass? What’s next?
33:30 – If a client/business asks how can I make it happen?
36:55 – The role of personal branding
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I recently had the opportunity to join Christopher Kai on his Gifters Podcast. This is episode 800 of his show and we dive into a number of topics in twelve minutes. From what is a futurist, why emerging tech, data strategy, recommendations for business post COVID, and innovation.
Recently, I was talking to an industry associate and he referenced this topic and video. I have been speaking professionally for years now and this is the process I go through in advance of taking the stage and I thought it was worth resharing.
By focusing your time and effort on knowing your audience, framing and refining your story and following these 7 tips, you will be well prepared to take the stage and deliver a great presentation.
Tom Edwards, Tech Titan Technology Advocate Technology Winner, Ad Age Marketing Technology Trailblazer and TEDx speaker shares 7 tips about preparing for TEDx or any major public speaking event.
I had the distinct pleasure to join Jeffrey Hayzlett on the All Business show. We had a great conversation discussing topics such as marketing and advertising shifts due to COVID19, shifts in consumer behavior, adaptive digital strategy, the role of AI, gaming + marketing, connecting with GenZ, emerging technology, and 2020 trends.
1:30 – Discuss how brands (w/ examples) are shifting marketing and advertising due to COVID19?
8:00 – Discuss how the consumer decision journey has evolved for everyone.
12:00 – Discuss gaming + marketing = Tripleclix.
15:30 – Discuss behaviors that impact technology adoption.
18:10 – Thoughts on marketers attending live events in 2020.
19:40 – Technologies that lead us into the near future.
The audio podcast version just posted as well via All Business Show.
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I recently had the opportunity to discuss how to thrive in the time of COVID-19 from brand marketing, digital transformation, research on consumer behavior, and more.
This is the first part of a two-part discussion with Andy Frawley, CEO @ V12, & Anders Ekman, President @ V12. This discussion focuses on how channels have shifted due to the pandemic. Upcoming discussions will focus on how to market during this time and ultimately, how to recover.
Below is a recap of topics along with timestamps.
2:00 – Andy Frawley discusses themes for how brands are addressing consumer engagement during the COVID-19 pandemic.
3:00 – Tom Edwards provides a brief background, discusses impact across industries and categories. From shifting consumer behavior, and how brands have adjusted their approach.
4:45 – Tom Edwards outlines the importance of a holistic view of consumers, discusses research tied to consumer behavior, and the importance of focusing on providing value to consumer’s daily lives vs. influencing feelings.
6:00 – Andy Frawley discusses the role of digital transformation during COVID-19.
7:45 – Anders Ekman outlines his view on digital transformation, impact on automotive, experiential learnings, and how to reset.
8:45 – Tom Edwards discusses the impact on B2B marketing, conferences, events, and how brands are developing their COVID-19 responses, as well the importance to focus on retooling for the new normal through data.
10:30 – Andy Frawley discusses how he has accelerated and retooled V12 and their products to support brands to understand who is in the market for products and services.
12:15 – Tom Edwards discusses the role of data and digital engagement. The importance of affinity and intent. The decrease in organic search and how data-driven marketing, regional affinities, and messaging needs to adjust to connect quickly to capitalize.
15:00 – Tom discusses market themes from COVID-19 response, 2021 strategy, and the role of partnerships, strategic acquisitions, and developing new capabilities.
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Today, Futurithmic published my latest article outlining key 5G events in 2020. What we have seen so far and what we should expect as the year unfolds. From CES, The Super Bowl, to the canceled Mobile World Congress 2020 in Barcelona.
We explore how 5G impacted the shows and cultural moments so far in 2020 while also outlining the key events to come later in the year that will ultimately shape the role of 5G in advancing consumer experiences.
I have the pleasure of working with the Futurithmic team to write a number of articles in 2020discussing the future of 5G and it’s potential impact on various forms of entertainment.
This article explores how 5G will evolve experiences within theme parks and exhibits, enhance wayfinding through computer vision and augmented reality, enable enhanced proximity-based content experiences, digital simulation, and ultimately enhance movie theaters.
This is the second in the series and here is a link to the full article on Futurithmic.com
I recently had an opportunity to sit down with EDgage Magazine to discuss emerging technology trends tied to the technology landscape today, how technology will evolve, the role of gaming and esports, tech impact on higher education, marketing and the future of technology, and 2020 trends.
This is a repost of the full interview.
(Tom Edwards) We live in an amazing time. Technology is culture and culture is technology. So much of the focus the past few years has been about real-time, contextual and personalization at scale. Data’s role in driving decisioning, especially leveraging machine learning to derive themes, perceptions, and occasions, is revolutionizing how we derive affinity and intent signals from consumers. We can now return in time and process millions of conversations to understand unbiased consumer behavior and have the ability to align that with evolving consumer experiences.
(TE) The other major shift is we are quickly moving from desktop and mobile-centric experiences toward multi-modal at scale. This includes voice, vision, and touch. The rise and adoption of virtual assistants, advancements in computer vision and democratization of augmented reality experiences, and the rise of gesture-based experiences make it a great time to be a consumer and marketer.
(TE) Technology and experience will continue to evolve. I used to talk about how disruption was the new normal, and how a single technology could have a transformational impact. Now, it’s less about disruption and more about exponential acceleration through intelligent systems. Technology will expand the boundaries of higher education. With the rollout of 5G connectivity across campuses, we will see responsive and immersive augmented reality, high quality streaming for on-demand and live casting of classes, 5G-enabled edge computing/analytics to optimize the on-campus experience, and making IoT more accessible to close the gap between context and awareness.
(TE) AI will have a significant impact moving forward—from organizational efficiency, enhancing student experiences and redefining coursework, to shift toward critical thinking in support of intelligence augmentation.
Universities can leverage AI to streamline the admissions process, quickly access the sentiment and areas of interest of their student and faculty population, use AI to drive fundraising and create personalized experiences for alumni.
AI will also enhance students’ capabilities to learn—from leveraging visual search and computer vision-enabled experiences to shifting coursework to focus more on critical and strategic thinking and using data and analytics to fuel experiences.
(TE) I’ve been involved with higher education at varying levels for the past 15 years. I have instructed thousands of students, and most recently lectured at SMU in Dallas. I am also a part of its Big Data advisory council.
For me, it is an evolution of the traditional 4P’s of marketing. Since the ’60s, it has been about product, price, place, and promotion. With the rise of intelligent systems, it is less about the traditional 4P’s and more about the new 4P’s: Plan, Predictive, Proxy and Pervasive.
Plan is having a plan for the use and data: how it is captured, structured, cleansed, analyzed and fed into intelligent systems, as data is oil for AI. Predictive is leveraging data and machine learning to drive predictive decisioning. Proxy is all about virtual assistants becoming personal proxies for individuals. The data plus predictive decisioning capability combined with virtual proxies will give rise to the proxy web where our virtual assistants represent our preferences and interface with other proxies. Finally, pervasive is about designing for multi-modal interfaces at a time when the mobile device will no longer be our primary device but our environment adapts to us.
(TE) Understand that behaviors and expectations of students is evolving. Students are empowered to control experiences. Accessibility has led to ubiquity and Gen Z and Generation Alpha are quickly shifting traditional behaviors.
From expectations of on-demand content, gaming, and eSports to expectations tied to immersive and low-lag experiences. Universities have to evolve their infrastructure toward a 5G future and higher ed professionals will need to rethink curriculum toward data, analytics, and multi-modal experiences.
(TE) In 2020, we will continue to see virtual assistants shift toward the center of the operating system. With the rollout of 5G connectivity, we will see a path toward simulation through low latency augmented reality at scale.
We will continue to see the camera used as a bridge to intelligence through a combination of computer vision and virtual assistants and we will continue to see the rise of the proxy web where virtual assistants continue to evolve to the point where we are no longer marketing just to consumers, but also to algorithms and intelligent systems.
Finally, we will continue to see AI-enhanced digital avatars become more mainstream. First in the form of customer support and slowly expanding to more use cases by industry.
I have the pleasure of working with the Futurithmic team to write a number of articles discussing the future of 5G and it’s potential impact on entertainment.
Thanks to everyone that interacted with the post on LinkedIn as it’s been trending in #5G today.
This is the first in a series and a repost from Futurithmic… Here is a link to the full article.
This article is the first in a series that will explore the role of 5G and its potential impact on various forms of entertainment.
For consumers, 5G will bring improved stability and portability of experiences – faster download and data streaming of high-resolution video, lower latency response times for augmented reality experiences, and the ability to experience highly immersive events. It will be possible to seamlessly watch and interact with live events with friends from anywhere in the world.
Today, live entertainment experiences are designed around being physically present at an event. A lot goes into the delivery of live entertainment, from sporting events to concerts, and a majority of these experiences are designed for fans at the venue. But 5G will represent a monumental shift in how we watch and interact with live entertainment in the coming years. With speeds up to 20 times faster than 4G, 5G may revolutionize the game-day experience, seamlessly connecting the in-stadium experience with your location of choice anywhere in the world.
Last year in the U.S., almost 437 billion minutes were spent watching the NFL and college football. That’s nearly 2 billion minutes a day. And when combined with events such as the Super Bowl and the 2018 Winter Olympics, that number doubles. The draw of live sporting events represents an opportunity to enhance experiences from passive viewing of linear live experiences to enhanced viewing through 5G-enabled devices.
5G will represent a monumental shift in how we watch and interact with live entertainment in the coming years.
From life-size digital versions of star players to live stats overlaid onto the field of play, 5G will allow for low-latency enhanced experiences that provide control to the end consumer to completely customize their game-day experience in any way they like.
For example, they could control concurrent video streams of the action through their mobile devices in a stadium. They may even customize virtual reality experiences, in which their eyes control contextual hotspots from within the device to change camera angles, similar to experiences delivered through Fox Sports.
We also saw examples of immersive live entertainment at the 2018 Winter Olympics in Pyeongchang, Korea, with in-stadium augmented reality experiences. We can expect even more enhanced experiences with the 2020 Olympic Games in Tokyo, Japan, as there are plans to deliver 8K enhanced video streams.
Being a fan of the Oklahoma Sooners, I jumped at the chance to watch a game via virtual reality. The ability to control the viewing angles and enjoy enhanced digital overlays made for a unique and compelling viewing experience. Imagine if this was enhanced via 5G, allowing for even lower latency and co-viewing opportunities?
Major sports leagues and teams have already partnered with Verizon to enhance the in-stadium experience via 5G. The NFL and Verizon are working with 13 stadiums across the U.S. for the 2019-2020 football season, focusing on seated areas and select spots in and around the stadiums.
The NBA and NHL have also partnered with Verizon to enhance their live experiences. NBA teams like the Phoenix Suns, Golden State Warriors, Denver Nuggets, and NHL’s Colorado Avalanche have all embraced 5G solutions. Madison Square Garden, home of the New York Knicks and New York Rangers, is also rolling out 5G experiences to support both live sporting events and concerts.
Leagues and venues are focused on creating compelling and enhanced experiences. This is critical as traditional viewership shifts towards more interactive mediums, such as gaming and over-the-top services.
Concerts are another form of live entertainment that can benefit from 5G enhanced connectivity. Lower-latency response times combined with mobile edge computing can revolutionize the use of open-air holograms, projection and object-mapping technologies to create larger-than-life experiences that bend the rules of reality.
But it’s not just live concerts that can be enhanced via 5G technology. The ability to sell “virtual tickets” to attend stage side, control camera angles, enjoy behind-the-scenes interviews with band members and more could form new revenue streams for artists.
An example of a virtual concert that could be enhanced by 5G is the recent collaboration between EDM superstar Marshmello and Epic Games, the creator of the wildly popular Fortnite video game. Recently, Marshmello held a virtual concert that more than 10 million people attended virtually, in-game. A 5G-enhanced connection combined with cloud gaming services could increase that number exponentially when players are untethered from their consoles and PCs.
Over-the-top content providers and solutions have gone from add-ons to traditional cable to the flavor of choice for many Americans. With the commercialization of 5G, the consumer will have even more control over how they view their favorite programs, including live television events such as sporting events.
Over-the-top providers like YouTube TV have been experimenting with augmented reality enhanced overlays and advertising, such as YouTube TV’s recent collaboration with Major League Baseball and the World Series. Now with multi-access edge computing, data processing power at the edge of mobile networks, plus lower latency, we will see an increased throughput of streaming media and (OTT) services.
There is a correlation between the device screen size and the amount of time spent streaming.
5G over-the-top media consumption will also have an impact on device form factors. At CES 2019, I saw several foldable phone form factors. Why would you need a foldable phone, you ask? Consumption behaviors are directly tied to screen size. There is a correlation between the device screen size and the amount of time spent streaming. More bandwidth, combined with faster download times and more options to consume and interact with live content, means that enhanced OTT services will become the new normal. Consumers might enjoy having the choice of a compact screen that can unfold to a larger screen size.
The commercialization of 5G technology combined with mobile edge computing and the democratization of enhanced reality technology (augmented and virtual reality) will not only impact how we work, but it will also have a significant impact on how we spend our free time.
In future installments of this series, we will explore 5G’s ability to enhance entertainment and the idea of ambient entertainment.
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Futurithmic – ( Podcast Interview) – Experiential Computing, 5G, AI & more. Tech titan Tom Edwards of BlackFin360 talks about how the blurring of the lines between technology and culture is only going to grow as AI, AR, and 5G become embedded in our physical spaces to replace our smartphones.
Connecting the dots of the technology of today with the future of tomorrow. Here are the timestamps for key topics discussed.
1:38 – Tech Titan Advocacy Award
2:01 – Experience Driven Culture
2:55 – Shift Towards Multi-modal & Enhancing Mobility
4:05 – Ambient Computing
4:50 – GenZs Impact on Emerging Technology
5:50 – Expectations of Technology & Adoption of AI
8:05 – Virtual Assistant as a Preference Center, Rise of the Proxy Web
10:15 – Consumer Choice vs. Ease & Convenience
11:30 – Smart Glasses Adoption
13:00 – Benefits of 5G Connectivity
15:15 – Use cases for combining 5G + AI + AR = Proxy Twin Hypothesis
17:45 – Volumetric Capture
19:40 – 5G & Artificial Intelligence = Edge Computing & Edge Analytics
23:40 – 3 Types of AI
24:30 – Intelligence Augmentation & Predictive Decisioning
26:30 – The Future… Privacy, Presence, Commerce, Enhancing Experiences
29:15 – Gaming, Esports, & Technology Adoption, Interaction Economy
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I had the opportunity to provide a keynote on tech innovation for the 2019 Path to Purchase Expo in Chicago yesterday. It was a great crowd, high energy, and with a 30-minute timeslot, we had to cover a lot of ground!
The focus of the talk was discussing the coming waves of technology and how that will impact consumer behavior along the path to purchase. This is the latest version of the InnovationToReality talk series covering all facets of consumer behavior and emerging technology.
We discussed how Star Wars, Fortnite, Pixar Movies, & The Matrix highlight how emerging technology and consumer behavior will shift in the near future. We also discussed:
Here is a link to the final presentation. Book Tom for your event today
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I recently had the opportunity to partner with Nokia to cover Mobile World Congress 2019. From highlighting key elements of their brand messaging around 5G, amplifying content from analyst meetings to on-camera work on the show floor. I really enjoyed partnering with Nokia.
Today, my full #MWC19 recap was posted on Futurithmic.com the recap views trends from MWC through the Innovation to Reality™ lens of Empower, Exponential, and Enhanced. The article covers all facets of experience and 5G. From Devices, AI, Gaming, Live Entertainment, and so much more. You can read the full article here.
I was also engaged as a technology influencer to create cross channel social content, highlight Nokia & their 5G efforts during a recent keynote, as well as on-camera work during #MWC19. When it’s all said and done the content should drive north of 100,000 highly targeted views that will have boosted Nokia’s message during a very crowded MWC19.
Thanks again to Marianne and the entire @Nokia team.
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