Tom Edwards is a professional futurist and keynote marketing technology speaker covering data, digital, artificial intelligence, marketing technology and emerging media trends
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.
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.
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.
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!
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!
