Passion Drives Performance Keynote

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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Telco Global Forum 2020

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: 

  • Innovation To Reality, creating experiences for a digitally simulated reality
  • Avoiding edge hype and understanding the real economics of public edge cloud
  • Capturing the attention and the interest of your customers for 5G success
  • How to build a service-oriented one-stop-shop for consumers and enterprises – bundling connectivity, security, and privacy
  • Emerging technology & 5G
  • Building AI-driven Telco organization

And much more…

See you soon!

Follow Tom @BlackFin360 via Instagram, Twitter, YouTube, Twitch

Business Access Podcast Episode 15

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.

Episode 15 of Business Access

1:25 – Tom Edwards Career Overview 

  • Smooth Fusion (Microsoft)
  • Telligent (Electronic Arts)
  • INgage Networks (Chief Marketing Officer) 
  • Omnicom (Strategy Leader – Red Urban, The Marketing Arm)
  • Epsilon (Chief Digital & Innovation Officer) 
  • Tripleclix (Chief Marketing Officer)

2:50 – Discussing Core Passions

  • Star Wars & the droids and how the technology-enabled the adventures
  • Gaming in the 1980s 
  • 90’s Computer Hardware 
  • Marketing, Technology, Gaming are core passions

4:10 – Where are we today technology wise compared to Star Wars? 

  • No longer disruption as a new normal
  • All about convergence, AI, predictive decisioning, virtual assistant proxies, simulation at scale

6:15 – How does it feel when you create a pathway to success for a client? 

  • Love to align technology + consumer experience hits a cultural inflection point
  • EA Skate example. The first instance of in-game content posted to the web in the mid-2000s
  • Discuss Data & AI work while at Epsilon
  • Goes well beyond a transaction, it’s about creating value as a partner

8:30 – Discuss Professional Speaking & Innovation to Reality

  • How technology will evolve and how we will move from the mobile device to our environment adapting to us through the lens of pop-culture
  • Empower – technology that enables consumers
  • Exponential – intelligent systems
  • Enhance – proxies to full simulation 
  • Discuss GenZ, gaming, expectations of technology and how experiences are evolving

11:00 – How do you feel technology is going to advance post COVID pandemic? 

  • Less about a single use case and application, and more about how technology enables work that isn’t in a physical location
  • New consumer decision journey… Disruption, Acceptance, What’s next
  • Acceleration of work from anywhere, have worked remotely for over 5 years
  • Sparks of inspiration occur at different times of the day. 

14:33 – What can businesses do and where should they focus post pandemic? 

  • Focus on core consumer needs 
  • Reflect & reset corporate strategy, especially digitally
  • The role that data plays
  • Developing new capabilities 
  • Forecast demand by geography & audience segments 
  • Discuss the cycle of demand 
  • What’s next… How does physical retail compete with online? 

18:00 – Communication, Communication, Communication is vital… 

  • Maintaining communication and connection is key
  • 71% of consumers stated if brands put profit over people they would lose faith in the brand forever 
  • It’s important to communicate, but also how are you easing disruption
  • Content strategy, building it around how creating value, balance selling vs. supporting 
  • Reacting vs. strategically planning

21:30 – How have international businesses been responding? 

  • US quantity based
  • Bolivia case study/hand sanitizer example

23:00 – Across industries, what techniques and methods work well broadly? 

  • Mapped career against the rising flow of technology & culture 
    • Mid 2000’s social computing
    • Then consumer social strategy
    • Data & AI 
    • Next is gaming…

26:15 – Generational Gap & Gaming

29:00 – Experiences like Pokémon Go prep future adoption

  • Training a generation 
  • GenZ expectations of technology & behaviors such as mixing reality is becoming second nature 

30:30 – What happened to Google Glass? What’s next? 

  • Was an early adopter
  • When it initially launched we weren’t in the midst of a creator society
  • It was also about form factor… looking at patents and future tech, look and feel will be extensions of style
  • Apple, Samsung, and others will move us towards a smart contact
  • Ubiquitous tech + constant connectivity via 5G will drive adoption of new form factors 

33:30 – If a client/business asks how can I make it happen? 

  • Not enough time spent on the behavioral side
  • Single persona vs. affinity iterations & personality types 
  • How does that come together and finding the right levers to connect with individuals in a meaningful way
  • Easier to look at it from a media perspective vs. using AI as a driver to truly differentiate the experience via structured & unstructured data
  • Esports sponsorship… “Marketing with to games is fine, but connecting authentically is a different approach” – Chris Erb. 

36:55 – The role of personal branding 

  • The accelerator of success was my blog… 500 posts later, how you think, what you have done, and having a content repository is key 

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7 Tips To Prep For Keynotes & Public Speaking

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, 2020 OnCon Top 50 Marketer, 2019 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.

Follow Tom @BlackFin360 on Instagram, YouTube, and Twitter.

Digital Transformation, Marketing, & COVID-19 Part II

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 second part of a discussion with Andy Frawley, CEO @ V12, & Anders Ekman, President @ V12. This discussion focuses on strategies required to recover and retool due to the pandemic.

Below is a recap of topics along with timestamps.

:15 – Andy Frawley – Discusses Supply Chain & Cost Reduction vs. Go-To-Market Strategies.

1:50 – Anders Ekman – Impact of COVID-19 on organic web activity, the role of online signals and WebID.

3:15  – Tom Edwards – How organizations can reset. 1) Focus on core consumer need 2) Redefining core digital strategy 3) Data sources informing an adaptive strategy to retool and have a faster recovery.

4:45 – Andy Frawley –  Outlines the role of adaptive email.

6:30 – Anders Ekman – Discusses speed, disconnected data sets, and importance of connectivity.

7:15 – Tom Edwards – Discusses the importance of a unified view of consumers and connecting with the right partners while maintaining speed and efficiency.

8:45 – Andy Frawley – Discusses the role of CDP’s and integration post COVID-19.

10:50 – Andy Frawley – Role of V12 accelerating change.

12:00 – Tom Edwards – The role of performance based marketing moving forward.

13:15 – Tom Edwards – Blend of paid vs. organic content strategy.

15:00 – Tom Edwards – Views and predictions for marketing in the next six months.

16:32 – Andy Frawley – Views and predictions for marketing in the next six months.

18:00 – Anders Ekman – The role of analytics post pandemic.

Follow Tom @BlackFin360 – YoutubeTwitterInstagram

Follow Andy FrawleyAndersEkman, and V12

Digital Transformation, Brand Marketing & COVID-19

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.

Follow Tom @BlackFin360 – Youtube, Twitter, Instagram

Follow Andy Frawley, AndersEkman, and V12

Futurithmic 2020 5G Event Recaps & What’s Next

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.

Read the full article at Futurithmic

Follow Tom @BlackFin360 on YouTube, Instagram, and Twitter

2020 OnCon Icon Top 50 Marketer Award

I was recently recognized by OnConfrences as a 2020 Top 50 Global Marketer Award winner. It’s always a great honor to be recognized, especially when the award is determined 100% by your peers. This award originally had hundreds of nominees from across the globe.

In addition to picking up the award, I had the opportunity to also present a number of awards and had the opportunity to share a short story about success which I will post below.

The single most important driver of success in my career has been developing and maintaining a personal brand while in parallel delivering results for the brands I worked for.

I started writing point of view pieces about new and emerging technology, pop culture, gaming, and strategy back in 2007. Now 500+ posts later this helped to propel me as a paid speaker and opened up a number of new opportunities.

The content you create follows you from role to role, it serves as a demonstration for how you think to prospective clients and it also leads to awards. I was on this very stage last year picking up the OnCon Marketing Trailblazer and OnCon Marketing Contributor awards thanks in large part to contributions to the industry through writing.

I would highly recommend that those of you who mentor up and coming employees, that you empower them to develop a POV, allow them to flex their strategic and problem-solving
skills and don’t be afraid to allow them to develop their personal brands.

This is how you can go from an employer to a true mentor. And it’s incredibly satisfying to see those that you invest in find their own success.

Follow Tom @BlackFin on Instagram, YouTube, and Twitter.

Tom Edwards Q&A with EDgage Magazine

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.

Give us a snapshot of the technology landscape today (as it relates to marketing).

(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.

Technology and experience will continue to evolve. Technology will expand the boundaries of higher education.

(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.

How will technology continue to impact the higher ed space?

(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.

What role will technologies like AI continue to have on today’s campuses and universities?

(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.

What are things higher ed marketers should think about when it comes to technology?

(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.

What should every higher ed professional know about technology?

(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.

What kind of trends should they be looking at heading into 2020?

(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.

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Fortnite & StarWars Redefining Marketing

Today at 2 PM eastern one of the largest gatherings of concurrent gamers witnessed an in-game event from a galaxy far far away that may redefine the future of multimedia marketing.

Fortnite and the Star Wars team promoting The Rise of Skywalker collaborated to deliver massive in-game event featuring JJ Abrams and a clip from the upcoming movie.

JJ Abrams via an avatar getting the crowd ready.

Fortnite is looking to redefine multimedia experiences and offering brand collaborations at an audience scale we have never seen.

With tens of millions of players connected in-game and millions more watching the live event unfold (2.2M on YouTube, 1.1M on Twitch), not only did we get to see a clip from the movie but also interact directly with the content to shift the experience from passive to active. The engagement and excitement were through the roof!

Fully interactive experience.

After logging into a queue, players were instructed to go to Risky Reels (An in-game location) and prepare for the show. There was a live countdown.

Countdown to the start of the event.

The day was teased during the recent 2019 Game Awards. Players received a free in-game glider and were promised something that had never been done before in the history of in-game marketing.

The Game Awards 2019 announcement.

After the countdown, The Millenium Falcon flew around and landed and out popped our host Geoff Keighley along with The Rise of Skywalker director, JJ Abrams.

About to reveal the clip.

Next came the interactive quizzes predicting what we were about to see.

This was fun as it determined the color of your lightsaber… purple of course for Mace Windu!

Finally, an actual clip from The Rise of Skywalker IN-GAME!

Rey, Fin, and Poe ready for action #JediMindTrick

The event ended with lightsabers and blaster rifles now being available to all players in the game.

Love the introduction of lightsabers into the game.

This was an absolutely brilliant move by Star Wars to create buzz and awareness pre-film. Previously, in February 2019, EDM superstar Marshmello performed an in-game concert for ten million concurrent users. This dwarfs what’s possible from a reach perspective for live events and opened the door for others such as Star Wars to build upon the success of that in-game event.

Marshmello EDM goodness.

Expect more opportunities for brands to connect directly with a highly coveted audience beyond only sponsoring an esports event. This event included creating value for the players by providing free in-game content to enhance the experience, as well as access to unique content that can only be seen through the Fortnite experience.

I am gliding into the map courtesy of my TIE whisper glider.

Fortnite and other games are looking to redefine awareness and engagement, and those looking to capitalize should start looking to those in the know such as gaming/marketing agency TripleClix. Chris Erb, founder of TripleClix, and I discuss how to create marketing value via gaming during Episode 1 of the TripleClix podcast.

The man, the myth, the legend… Chris Erb, founder of TripleClix.

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Follow TripleClix @TripleClix

Futurithmic 5G Articles – Live Entertainment

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.

5G enhanced sports

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. 

a man watching a college football game through VR goggles
The author watches a college football game through VR goggles for enhanced game graphics. 

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. 

Larger-than-life concert experiences

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. 

5G Over-the-top

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.  

Follow Tom Edwards @BlackFin360 via Twitter, YouTube, and Instagram

Follow @Futurithmic



Futurithmic Podcast – Tom Edwards

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.

Tom Edwards – Futurithmic Episode 10

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

Follow Tom Edwards @BlackFin360 via YouTube, Twitter, Instagram or connect via Linkedin

Path To Purchase Expo 2019 Keynote

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:

  • the role of esports
  • the camera as a bridge to intelligence
  • the role of virtual assistants and commerce
  • the rise of the proxy web
  • the 5 levels of autonomy
  • how the new 4P’s will enhance future strategy
  • the role and importance of 5G in the transition towards ubiquitous simulation.

Here is a link to the final presentation. Book Tom for your event today

Follow Tom @BlackFin360 on InstagramTwitterYouTube & connect via Linkedin.

Mobile World Congress 2019 Trend Recap

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.

Tom Edwards Mobile World Congress 2019 Recap

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.

Follow Tom @BlackFin360 on Instagram, Twitter, and YouTube

DFWIMA Headliner Keynote

I recently had the opportunity to provide the opening keynote for the Dallas Fort Worth Interactive Marketing Association discussing trends tied to evolving consumer experiences. This is the latest version of the InnovationToReality talk series covering all facets of consumer behavior and emerging technology.

It was a fun and highly interactive keynote session! We discussed how Star Wars, Fortnite, Pixar Movies, & The Matrix highlight how emerging technology and consumer behavior will shift in the near future. We talked about how the 5 levels of autonomy and the new 4P’s will impact industry 4.0. Finally, the role and importance of 5G in the transition towards ubiquitous simulation.

Here is a link to the final presentation. Book Tom for your event today

Follow Tom @BlackFin360 on Instagram, Twitter, YouTube & connect via Linkedin.

Headliner Keynote – Industry 4.0

I recently had the opportunity to provide the opening keynote for the University of Alabama EMBA Alumni Network Summit discussing trends tied to Industry 4.0. This is the latest version of the InnovationToReality talk series covering all facets of consumer behavior and emerging technology.

It was a fun and highly interactive keynote session! We discussed how Star Wars, Fortnite, Pixar Movies, & The Matrix highlight how emerging technology and consumer behavior will shift in the near future. We talked about how the 5 levels of autonomy and the new 4P’s will impact industry 4.0. Finally the role and importance of 5G in the transition towards ubiquitous simulation.

Here is a link to download the full presentation.

Follow Tom @BlackFin360 on YouTube, Twitter, or Instagram

2019 Tech Titans Technology Advocate Award

Last night my wife and I attended the 2019 Tech Titans Awards Gala. I was a finalist for the Technology Advocate award. This award recognizes a technology advocate/champion for their outstanding leadership in assisting, advancing or accelerating the performance of technology companies and/or the technology community.

It was a really fun night. The Tech Titans awards are like the Oscars for the Dallas technology community. After settling into a delicious dinner and some fun commentary from the Gala committee it was time for the awards presentations to start.

When my category was up for the next presentation the head of North American Customer Marketing & Communications for Nokia, Marianne Strobel did a great job setting up the category and announcing the winner…

After the initial shock of the win, it was time for photos, a great conversation with Marianne of Nokia about their 5G work and more innovations on the way, networking with sponsors and attendees and fun times with my wife Cherlyn from chomping M&M’s pre-event to celebrating post-event Texas-style with Whataburger.

Thank you to the Tech Titans organization, sponsors, judges, thank you to Marianne Strobel for the warm welcome from Nokia, the Dallas Business Journal for their coverage and support of the event and finally to the other deserving finalists.

Follow Tom Edwards @BlackFin360 via YouTube, Instagram, Twitter

Dallas Business Journal Tech Titan Interview

I was recently interviewed by the Dallas Business Journal for the upcoming 2019 Tech Titans awards show. I am a finalist in the technology advocate category and looking forward to the event! Here is a link to the full interview.

Here is a repost of the full article

Tom Edwards of BlackFin360 is a finalist in the Technology Advocate Award category for the 2019 Tech Titan Awards. Category winners will be announced at an awards event on Friday, Aug. 23. For more information about the awards event, click here.

As founder of BlackFin360, which covers marketing and emerging tech trends, Tom Edwards has been recognized as a marketing technology trailblazer as well as a leading futurist and speaker.

“I focus on helping organizations understand how consumer behavior is shaping emerging technology and vice versa as technology is culture and culture is technology,” Edwards said.

What started as a technology blog back in 2007 BlackFin360 now serves as a “a repository of emerging technology” thought leadership. As a keynote speaker and technology advocate, Edwards says he helps organizations understand the connection between consumer behavior and emerging technology — from the integration of artificial intelligence, spatial computing and the rise of multi-modal interfaces.

Edwards was also Chief Digital/Innovation Officer for Epsilon where he said he “became fully immersed in all facets of data, AI and technology integration.”

We asked Edwards additional questions about technology. The questions have been edited for length, grammar and clarity.

What is the biggest challenge facing your organization in 2019?

TOM – The biggest challenge is less about my organization and what I see across the Fortune 1000 organizations that I have the opportunity to speak to. There are three primary areas that I consistently see. They are: data puddles, ignoring AI, lack of innovation focus.

  • Data puddles refers to a comment I heard at one of the world’s largest consumer beverage companies. Most organizations strive for data lakes and data is key to unlocking personalization and connecting with consumers. The reality is most organizations don’t have a consolidated approach to leveraging various forms of data, be it consumer centric data of culture, data of identity and data of intent. Having a strategy for how to consolidate and action data vs. simply collecting is key.
  • The second challenge is the lack of preparation and consideration of the impact of artificial intelligence on the workplace. This goes beyond system integration, and has to do with impact on culture and how to build a culture around the idea of intelligence augmentation vs. disruption.
  • The third is a lack of aligning innovation initiatives with core goals of the organization. It’s incredibly important to not just focus on short term revenue, but also generating ideas and empowering the organization to bring innovative ideas forward. 

What is something people aren’t thinking about that will change technology in the next few years?

TOM – To me the biggest shift, especially for marketers is that we will be moving from consumer-centric marketing technology to system and algorithm-based solutions. We will see virtual assistants continue to move to the center of the operating system and we will see the rise of multi-modal computing at scale. This includes voice, vision and touch, where our environment adapts to us versus us adapting to it.

Can you recall the moment you decided what you wanted to do professionally?

TOM – My first memory is of the original Star Wars movie. All of my friends wanted to be Han Solo and Luke Skywalker. I liked those characters, but I was enamored with the droids R2-D2 and C3PO and how they and the rest of the sentient tech characters seemed to enable the main cast every step of the way. The technology seamlessly folded into their everyday journeys and that stuck with me all throughout childhood and into early adulthood. When the technology revolution hit with the rise of personal computers, mobile phones and software, I knew that is where I wanted to take my career. 

Who is your technology hero?

TOM – My technology hero is Hal Brierley. Hal is the CEO of the Brierley Group. He has served as President and CEO of Epsilon, was the founder of e-Rewards, Inc, and the Executive Chairman of Brierley & Partners and he currently serves on the board of an AI start-up (Oculus360) that has been an outstanding strategic partner. I admire that work and career of Hal, his impact to Dallas via job creation and his approach to business is something to be admired. 

What should we be teaching children about technology in school right now that we aren’t?

TOM – The future is going to be about augmented intelligence and preparing children, not just how to code, but also how to use various aspects of machine learning to solve problems. Instead of teaching simple math, it’s important to understand specific computing models and concepts for how systems learn. Now, these are reserved for Computer Science courses on the college level, but the sooner we can prepare children for the coming shift of intelligent systems the better.

Follow Tom Edwards @BlackFin360 via YouTube, Twitter, Instagram

Algorithms, Affinity & Advertising in the 2020s

Recently, I was on-site at one of the worlds largest manufacturers discussing the convergence of experiences and delivering 2 sets of my Innovation to Reality talk. This session sparked a number of questions from privacy, data and how advertising will look in the 2020s and that is the basis of the commentary below.

My personal position is that over the next decade consumers will “own” their data, essentially through some type of blockchain-powered open ledger technology where ultimately the consumer becomes the trading desk.

This will be managed by their AI proxies via their virtual assistant of choice. The proxy will become the management hub of personal data and consumers via their proxy will approve who/what/when/where the data to be shared. This is why affinity data in the near future will be so incredibly important.

By understanding a passion area, take Star Wars, for example, a retailer can still customize a digital augmented/enhanced overlay experience for you without needing your PII (Personally Identifiable Information) to serve experiences to you. I talk a lot about the concept of the proxy digital twin hypothesis here.

Your personal algorithms will seek out other “affinity links” through the “Proxy web” to make the connection to the appropriate simulation experience.  Advertising in the near future will be algorithmically curated through a consumer AI proxy to align the most relevant products and “situational advertising” will become the new normal.

Your proxy will manage situational products & services through your calendar and past purchase history. Here is an example, you and the family are going to the beach, the proxy will curate a list of items from your previous purchases and point out possible “situational” items that make the most sense based on your trip. 

It will be less about random products that are loosely based on regression models and past behavior. It will be predictive by nature and built more inside out from the consumer, where the AI proxy becomes the predictive “situational” preference center with the goal of ease, convenience for the end-user.

Be sure to follow Tom @BlackFin360 via Twitter, YouTube, and Instagram.

Disruption Preparing for Tomorrow Book Release

In honor of Amazon Prime Day, I wanted to highlight a book that I recently contributed to called Disruption, Preparing for Tomorrow.

I recently had the opportunity to deliver the opening keynote at the U.S. Chamber of Commerce in Washington, DC during the Innova-con conference.

I provided a tour of tomorrow and highlighted the coming waves of technology based on consumer behavior. The talk discussed disruption and adaptation with concepts, implications, and success strategies based on my Innovation to Reality content series.

All of the conference content was then edited into the Disruption – Preparing for Tomorrow Book Release. Copies are available via my Amazon Storefront.

Follow Tom @BlackFin360 on Instagram, Twitter, or YouTube

Print Innovation Exchange Headliner Keynote

I recently had the opportunity to headline the 2019 Print Innovation Exchange in Minneapolis, MN. It was a fun and highly interactive keynote session! We discussed how Star Wars, Fortnite, Pixar Movies & The Matrix highlight how emerging technology & and behavior will shift in the near future and how the 5 levels of autonomy and the new 4P’s will impact the print industry. 

The full Evolution of Experience Keynote is available below.

Thank you and please follow @BlackFin360 across social platforms for various updates and a little bit of fun.

Google I/O 2019 Trends & Analysis

Here is a quick reaction & recap video with highlights from today’s Google I/O 2019 event. Google continues to build towards an ambient future. The most exciting announcements were tied to the consolidation of augmented reality, computer vision and 3D experiences directly into search results, the next iteration of Google Duplex for the web that is a direct push towards proxy assistants for all, the evolution of Google Assistant moving towards the center of the operating system and how to prepare content for multimodal discovery and so much more.

Google I/O 2019 Trend & Analysis

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In The News: AdExchanger & F8

I was recently asked by Ad Exchanger to provide my thoughts tied to announcements made at Facebook’s 2019 F8 developer conference. Here is a link to the published Ad Exchanger article.

My full commentary is outlined below:

(Ad Exchanger) Does this “privacy vision” feel sincere or is Facebook cleverly positioning its shift?

(TOM) I feel the shift from Facebook to “the Future is Private” was necessary as the shift reflects how consumers have been interacting since 2016 when social messaging surpassed open social in terms of usage behavior. 

The company went through a similar shift in 2014 with the myopic focus on becoming “Mobile First” with 100% focus and resource allocation supporting the vision. I see the same focus here with privacy. It makes sense that this was the macro theme for F8 and a rallying cry to adjust the product suites. The focus on interoperability and encryption as well as shifting messenger to be the new connection point for friends and families is a smart move. 

Separately, how much of an impact will the privacy vision have on how Facebook will be able to monetize?

How this impacts advertising will be interesting. While the focus on reduced permanence and the statements around privacy and encryption are good tent pole statements, item #6 in the privacy manifesto was Secure Data Storage. There will also be the consolation around Messenger, Instagram and WhatsApp to create a new advertising network connected to 2 billion people. How data will be used to support the targeting is TBD but the infrastructure to create new avenues of reach and the new consumer acquisition ad units that drive to Messenger will be a key part of their strategy putting the onus on the consumer to share data, as outlined by the new consumer acquisition ad types for Messenger. 

And lastly, how will marketers need to change their Facebook strategy as engagement moves invariably away from the feed and more into Stories, messaging, etc.

(TOM) As marketers it’s important to understand the shift away from content marketing and focus on enabling creativity, utility and entertainment through Messenger and Instagram. Leaning into the ability to co-view video, utility through integration of various API’s, understanding the new payment and commerce capabilities and supporting the creation of AR experiences. Also understanding how to navigate the shift with FB5 towards groups and the role that marketers can play to create new types of connections. 

There is a lot to unpack and as Facebook continues to shift towards fast, reliable and private experiences, it will be interesting to see how the platforms actually evolve and where new opportunities to drive monetization will come from. 

Follow Tom Edwards @BlackFin360

Facebook F8 Recap & Reaction

A quick reaction & recap video with highlights from today’s Facebook F8 event. The macro theme was the future is private and it was all about Facebook’s approach to privacy and it’s product suite.

Messenger is going to play a starring role, advances with Instagram and commerce, further maturing of Facebook’s AR toolset, new and exciting VR announcements, a preview of how CRM will evolve via Messenger and what was missing from today’s show. This and more in today’s video.

Full recap & analysis of Facebook’s F8 Developer Conference

Follow Tom @BlackFin360

ZDNet Interview: 2019 Trends

I recently had the opportunity to be a guest on the Tonya Hall show. Tonya is a contributor to CBS Interactive properties such as ZDNet and Tech Republic.

Our discussion touches upon a number of currently trending topics such as artificial intelligence, spatial computing, voice assistants, proxy marketing, digital twin, 8K and much more.

Here is the full interview.

Full Interview at: https://www.zdnet.com/video/10-macro-trends-from-ces-2019/

2019 OnCon Icon Awards Interview

Recently, I was awarded the 2019 OnCon Icon Marketing Trailblazer & Marketing Contributor awards. Post-event, I was interviewed by the OnCon team and we discussed a number of topics such as what it meant to win the awards, what put the nominations over the top and recommendations for 2020.

The full interview can be read via OnCon

Below is a repost of the interview questions.

What does it mean to you to be voted on as the winner by such an esteemed jury of your peers?

It was an honor just to be nominated. To know that such an esteemed jury of my peers gravitated towards me as a candidate is incredibly humbling. I have an immense amount of respect for the members of the jury and the other nominees across categories. I am grateful that the jury felt my contributions to the industry were worthy of recognition. Thanks again to the jury!

You had some very tough competition in each of the categories. How does it feel to be recognized over such an amazing group of your peers for the two wins?

With a field of 9 incredibly talented nominees, the trailblazer category was highly competitive! Each nominee represented great credentials and accomplishments and each individual brought a unique perspective and examples for how they are driving innovation and creativity. To hear my name called was surprising, exhilarating, and satisfying at the same time.  

What do you feel put your nomination over the top?

I would assume that my passion for creating content and speaking regularly as a marketing technology futurist for the industry over the past 11 years at Blackfin360.com combined with a near obsession for the intersection of consumer behavior and emerging technology were factors in the marketing contributor award.

For marketing trailblazer, having a natural predisposition towards aligning trends, use cases and emerging technology into solutions that drive clients business were key contributors. From publishing yearly trends, covering key events, mapping trends for clients, developing products and solutions, speaking regularly at industry events and applying the latest technology in new and compelling ways was hopefully impactful for the jury.  

Would you recommend your peers to apply for nomination, and why?

I would highly recommend that anyone in the marketing space recommend their peers for an OnCon Icon honor. Many awards today are tied to organizations and marketing campaigns. The OnCon Icon Awards provides the opportunity to recognize organizations and individuals for their contributions to the industry and have their peers recognize individual contributions in addition to company recognition. It’s a great mix and I was incredibly excited for both my organization and for the opportunity to pick up individual awards as well. Apply for, or be reminded to apply for the 2020 Awards here. 

How would you describe the awards evening?

The event was held at the Gaylord Palms in Orlando, Florida. The venue in and of itself was impressive and a great location for an awards event. From the pre-event mixer to the red carpet with my wife, the energy continued to build as we prepared to settle in for the awards presentations.

I was immediately impressed by the brands represented and how senior the individuals were. This added to the friendly competitive atmosphere as there was a mutual respect but also a strong desire to win.

When it came time for the awards the pace of the evening was well kept and when my name was called it was a quick jaunt to the stage with a live band playing intro music. Having an opportunity to thank my wife, the jury, the other nominees and my team made the win more meaningful. I appreciated the opportunity to thank those who have made such an impact on my career over the years and are incredibly supportive.

It’s been a few days since the event, any final thoughts?

I am very grateful to have been a part of the 2019 Oncon Icon awards and would highly recommend nominating your peers for potential recognition in 2020. I am also very thankful for the support of my wife of 20 years, my agency creative tech & innovation teams (Ian, Steve, Wes, Jeremy), and the rest of the organization. Thanks again to the jury and to Sean Tomarelli for putting on such a great and memorable show. See you in 2020!

Follow Tom Edwards @BlackFin360

Innova-con Keynote

I recently had the opportunity to deliver the opening keynote at the U.S. Chamber of Commerce in Washington, DC during the Innova-con conference.

I provided a tour of tomorrow and highlighted the coming waves of technology based on consumer behavior. The talk discussed disruption and adaptation with concepts, implications, and success strategies based on my Innovation to Reality content series.

Book Tom for an event here.

Follow Tom @BlackFin360

Carnegie Dartlet Keynote

What a great week! From the OnCon Icon Awards to delivering a keynote during the 2019 Carnegie Dartlet Conference, it was a great week in Orlando!

What was great about #CarnegieConf, besides the fact that it was hosted at Walt Disney World, was the amazing audience of higher education professionals. They were highly engaged both during the talk and via social.

The talk centered around how technology will adapt to us vs. us adapting to it. From the role the camera will play as a bridge to intelligence, why the Pixar Theory explains AI adoption, and how spatial computing combined with virtual assistant proxies will change our view of reality.

Time to leave Disney but can’t wait to be back!

Book Tom for an event here.

Follow Tom @BlackFin360

2019 Oncon Icon Awards

I was recently nominated for multiple awards by OnCon for their 2019 OnCon Icon awards. Marketing Trailblazer, Contributor, and Icon.

As the event unfolded last night I was incredibly grateful to have my wife Cherlyn by my side. As the awards were being announced I was honored to be included with the many other nominees who have made such impactful contributions.

At the end of the night, I was awarded 2 awards and couldn’t be happier or more thankful for my team who helped me achieve this recognition. I love sharing information about the intersection of emerging technology and consumer behavior. Seeing people use this information to grow their businesses is very fulfilling.

Marketing Trailblazer (9 nominees) exhibits innovation, pioneering, and successful creativity.

Marketing Contributor (3 nominees) value to the industry for sharing thought leadership.

Here is a post-ceremony interview with the OnCon team.

Thanks again to OnCon and of course my wife of almost 20 years, Cherlyn for all of the support.

Follow Tom @BlackFin360

19 Trends for 2019

As technology seamlessly integrates into our lives we will continue to move towards a time when our technology adapts to us vs. us inputting into the technology.

2019 will accelerate the convergence of experiences. The shift from desktop and mobile to voice, vision and touch fueled by intelligent systems will be a key focus for the coming year.

We will see the role of voice-based assistants evolve towards predictive proxies, advancing hardware will unlock spatial computing (AR/VR/Mixed/Hyper Reality) and rapidly evolving iterations of artificial intelligence will transform the camera and how we interact with the world around us. 

We hope you enjoy our 2019 trend predictions. We filter the coming convergence through the framework of Empower, Exponential, and Enhanced

The 2019 Trend analysis from my team and I live at http://theinnovationlounge.com.

EMPOWER – Technology that empowers consumers

EXPONENTIAL – Technology fueling intelligence and autonomous systems.

ENHANCED – Technology that is blurring the lines between physical & digital

BEYOND – Tech that is on the horizon for consideration

Each not only discusses the technology, but also the short and long term implications for marketers to consider.

EMPOWER IMPLICATIONS

EXPONENTIAL IMPLICATIONS

ENHANCED IMPLICATIONS

Follow Tom Edwards @BlackFin360

BeTheTalk Podcast Interview

I recently had the privilege of joining Nathan Eckel as a guest on his BeTheTalk podcast series.

We talked about the near future, artificial intelligence, spatial computing and my preparation approach for TEDx. 

You can hear all of episode 320 BeTheTalk podcast interview here: 

Time Stamped Show Notes
[01:08] – Behind Tom’s talk called “The Evolution of Experience”.

[02:29] – Empower, Exponential and Enhanced.

[07:26] – Some of the things that Tom and his team is doing to help major corporations.

[09:28] – Tom explained different types of Artificial Intelligence.

[11:27] – The Blitz Round with Tom Edwards.

[16:10] – Tom Edwards’ final word of advice.

Additional Detail On My Preparation for my TEDx talk.

Facebook Live Recording of the Evolution of Experience BeTheTalk Podcast.

BeTheTalk is a 7 day a week podcast where Nathan Eckel chats with talkers from TEDx & branded events. Tips tools and techniques that can help you give the talk to change the world at BeTheTalk.com !

Tom Edwards TEDx – Evolution of Experience

Follow Tom Edwards @BlackFin360

Subscribe to BlackFin360 via YouTube 

Full Speaker Bio https://blackfin360.com/speaking-engagements/ 

2019 Trends Digital Twins & Spatial Computing


One of the bigger trends in 2019 will be tied to Digital Twins… but why? Here is a full video breakdown. 

WHAT ARE DIGITAL TWINS

A digital twin refers to a digital replica or model of a physical asset (physical twin), processes, people, places, systems and devices that can be used for various purposes such as simulation of performance.

So It’s Primarily For FACTORIES COOL? WHY SHOULD I CARE? 

The primary use cases are tied to Industrial IOT scenarios.The Digital Twin serves as a bridge between physical and digital. The physical asset has IOT sensors that constantly collect various forms of data and feed the information to the digital twin to analyze and run predictive simulations. The findings from the virtual models can then be applied to the physical asset.

MY HYPOTHESIS – APPLICATION TO CONSUMERS 

There is a possible connection to consumer experience use cases tied to physical sensor data and virtual assistant proxy simulations.

What’s going to enable the use of consumer experience digital twin experiences at scale will be 5G connectivity. 5G will fuel connection of IOT frameworks as well as edge computing to reduce potential latency and the ability to process information as close to the source as possible.

This will allow connectivity and enhanced data transfer capabilities of the 20 billion IOT devices that exist today. 

ROLE OF THE PROXY WEB

2019 will also see the accelerated adoption and dependence on virtual assistants. There are now over 1 billion devices that provide voice assistant access today.

90 Million use voice assistants on smartphones and 45 million use them on smart speakers per month.

Digital assistants are an on ramp to further usage of AI and robotics. As virtual assistants move towards the center of the operating experience we will continue to move towards what I call, the Proxy Web.

PROXY WEB

This is where our virtual assistants begin managing certain aspects of our lives behind the scenes.

Our proxy will be able to communicate with other proxies and align preferences to map where to eat for dinner with a friend, it knows our food preferences and schedule.

This preference ownership and ability to communicate with other proxies and nodes in systems could be the key to unlocking spatial computing simulation at scale.

DYNAMIC SPATIAL COMPUTING EXPERIENCES 

One of the key areas of focus in 2019 will be the further melding of physical and digital experiences. We have seen the rapid democratization of various forms of spatial computing.

Spatial Computing is using the physical space around us as a medium to interact with technology.

This includes AR, VR, Mixed Reality, Hyper Reality and more. The goal with my digital twin hypothesis is to not only deliver a one size fits all experience but creating personalization at scale through spatial computing.

Digital Twin type simulations may be the key to connect custom reality overlays based on preferences driven by our virtual assistants. 

IDEA in Action

I am a Star Wars fan…. the retailer Target normally goes big with Star Wars in-store promotions when there is a major film release. With the digital twin simulation concept, based on my personal preferences, my virtual assistant knows that I have a strong affinity for Star Wars based on my behavior, this includes voice queries, watching Star Wars Theory videos via YouTube, my past purchases of Funko Pops,etc…

Instead of plastering the store with physical Star Wars promotional material, Target could have pre-mapped various spatial computing “experiences” that are triggered based preferences discoverable via my virtual assistant.

An in-store sensor network could feed previous trip information of me and other guests with a similar affinity and allow for the Star Wars focused simulation to be adjusted in real-time to get me to a specific area of the store or special offers on say retail specific Funko Pops.

The Digital Twin becomes the intelligence engine to enhance the base physical store experience and create a personalized experience based on predictive digital simulation. 

The ultimate goal being to have the environment and experience personalized to me based on multiple simulations and a connection to my preferences.

Questions? Tweet to Tom Edwards @BlackFin360

Turning AI into ROI Keynote

I recently had the privilege to deliver a keynote to the Discover card Pulse network advisory team covering the topic of converting AI into ROI.

For this event, I tailored the Evolution of Experience, E^3 talk tied to Empower, Exponential and Enhanced with a detailed look at multiple facets of artificial intelligence including how the Pixar Theory, all movies are on the same timeline, foreshadows the path for how consumers will adopt AI fueled technology.

Next, we reviewed AI’s potential impact on business results and consumer behavior. The talk also covered the rapid convergence of multimodal technology experiences and the role AI will play in shifting behavior towards the intelligent camera via computer vision and virtual assistants.

The talk ended with a deep dive into the new AI driven 4 P’s of AI marketing and key points to consider to start to prepare for integration of AI into all facets of business.

For more on this topic I recently joined the AI Today Podcast and discussed a number of these topics and more.

AI TODAY PODCAST – Episode 50 – Enhancing Experiences with AI Interview

0:48 – Introduction
1:33 – Recap of Keynote topic at Amazon Alexa Voice Summit
2:53 – Discuss why we are in the “golden age of AI”
4:20 – Discuss The Pixar Theory and Artificial Intelligence
7:00 – Why predictive experiences are key for mass adoption of AI
9:00 – Discuss Gen Z & expectations of experiences
9:37 – How Epsilon Agency is using artificial intelligence
13:25 – What is the future of artificial intelligence?

Follow Tom @BlackFin360 or subscribe via YouTube

United Airlines & Executive Perspective Interview

I recently had the pleasure of sitting down with Jeffrey Hayzlett of C-Suite TV to kick off season 7 of Executive Perspectives. We discussed digital disruption, conversational experiences, artificial intelligence and best practices for leveraging data to connect with consumers.

screenshot-2016-12-15-13-34-43

Now, I have heard from multiple sources that the interview is available On-demand on domestic and international United Airlines flights.

Here is a transcript of the full interview.

Follow Tom Edwards @BlackFin360

 

Path To Purchase Expo Keynote

I recently had the privilege to deliver the Evolution of Experience keynote during the Path To Purchase Expo.

For this event, I tailored the Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhanced to focus on the camera as a platform, artificial intelligence, multi-modal, and the New 4 P’s of AI marketing and how the convergence of all of these will impact the path to purchase.

Follow Tom @BlackFin360

Stepping Into The Void

I first heard of the VOID three years ago and I was hooked when I watched the following YouTube video. Since then I have wanted to become fully immersed in the VOID and thought many times about making the trip to Utah where the first VOID facility was constructed.

Today, I didn’t have to travel to Utah. The VOID is now right here in Texas. I immediately bought tickets for a big crew and we descended south to Plano, Texas where the VOID is now embedded in a Cinemark theater, next to Cinemark HQ.

The Void is virtual reality overlaid onto physical environments. I have to say it is the most immersive simulated experience I have been a part of to date. This experience also happened to be Star Wars themed, so it combined two of my favorite things, emerging tech + Star Wars.

With location based elements, virtual reality, physical haptic equipment and environmental elements (feeling heat) combined it was an amazing mix of tactical and visual elements that created a truly immersive experience.

I have tried many forms of VR over the years at CES, SXSW, Facebook F8, Mobile World Congress and more. From headsets, motion simulators and more and nothing has compared to the VOID experience.

As you enter the experience there is a backpack full of a haptics and rumble packs as well as an onboard computer. The headset is a mix of Oculus Rift combined with a Leap Motion module. For this experience we were also able to pick up rifles partway through and then were inside a first person shooter. This included haptic feedback and a lot of friendly fire!

The best part was the social aspect of the experience. My fireteam was right there with me with visual and full audio. I had the opportunity to go through with my boys and I have to say that the real time augmented overlay and motion sensors to 1/10th of a degree and this was the best part of the experience.

When I looked at my boys they looked like Stormtroopers, except my 10 year old was a very short Stormtrooper. If you have an opportunity to visit the VOID experience I would highly recommend it.

One final element I enjoyed was the post event follow up. The message stayed with the theme of the event and also included stats such as accuracy and the number of Stormtroopers taken down.

Overall, the combination of real world physical elements plus incredibly immersive VR set a new bar for immersive digital experiences via the VOID.

Book your VOID experience at Cinemark.com/TheVOID

Follow Tom Edwards @BlackFin360

AI Today Podcast Interview

AI and cognitive technologies are enhancing many different industries and providing significant ROI for early adopters. However, AI is also providing benefit in improving our various experiences in life. In this podcast, Cognilytica analysts Kathleen Walch and Ronald Schmelzer interview Tom Edwards, Chief Digital & Innovation Officer at Epsilon Agency, who shares insights into how AI is impacting marketing, customer experience, and more. He also shares how the “Pixar Theory” fits into the general vision of technology adoption and how, as a culture, we’ve come to accept AI in our daily lives.

Topics Discussed:

0:48 – Introduction
1:33 – Recap of Keynote topic at Amazon Alexa Voice Summit
2:53 – Discuss why we are in the “golden age of AI”
4:20 – Discuss The Pixar Theory and Artificial Intelligence
7:00 – Why predictive experiences are key for mass adoption of AI
9:00 – Discuss Gen Z & expectations of experiences
9:37 – How Epsilon Agency is using artificial intelligence
13:25 – What is the future of artificial intelligence?

Follow Tom Edwards @BlackFin360

 

 

In The News: Ad Age AI & Brands

Recently, my commentary on data & AI was included in an Ad Age piece on the role of data, artificial intelligence & brands.

Here is a link to the full article.

Here is my full commentary based on Ad Age’s original question…

Ad Age: We’re seeing more agencies now offering services for AI solutions, but how do you see this shaking out? What will separate the ones who will succeed with the ones that do not?

TOM: Offering an AI service for clients is one thing, but the key is understand that data is the fuel for AI. Without a solid understanding and corpus of data as a starting point for AI driven experiences consumer facing experiences have the potential of falling flat.

The organizations and experiences that will succeed in the short term with AI will understand that the consumer facing experience should not try and solve every possible outcome for consumers.

We have conducted research on user expectations of AI and there is one fundamental truth for adoption of AI and consumer facing experience adoption across generations and that is ease & convenience. Whether it’s managing personal time, predicting financial needs, or order replenishment through AI. The key is to understand that AI solutions need to seamlessly make consumers lives easier.

What will truly separate AI solutions over time are the ones that have both structured & unstructured data at the core that is built to action against consumer needs, will design for multimodal experiences beyond mobile and desktop, and be prepared to fully guide consumer experiences via virtual assistant ecosystems as AI becomes a proxy for consumers over time.

The organizations that can market to both consumer and systems will win the day. It’s no longer just the consumer decision decision journey as system based marketing via AI is now here and will continue to take on more responsibility for consumers.

Follow Tom @BlackFin360