Tom Edwards is a professional futurist and keynote marketing technology speaker covering data, digital, artificial intelligence, marketing technology and emerging media trends
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)?
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.
Discuss Smart glass advancement via Vuzix & Magic Leap
ITRI IMeta Haptic T-Shirt
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.
OVR Technology overview – Scent to immersive experience
Example from Microsoft and Touchcast – Store of the Future
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.
Example of accessible immersive experience sans headset
Xander Glasses Convert Speech to Visual Text in Real Time!
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.
ARTH Hologram Overview
Proto Hologram Private Demo
Demo of HypervsnSmartV Product Configurator Solution
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.
CES 2023 – AI OVERVIEW
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.
CES 2023 – DeepBrain AI – Concierge
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.
Dassault Systèmes Virtual Twin
StoryFile – Conversational AI built on Human narratives
CoPresence – Rapid Scanning & Real-Time Animation
DeepBrain AI – Digital Twin Celebrity Example
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.
Lotte Healthcare – Cazzle Personalization Engine
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.
Care Wear – LED Light TherapyCounted Passive Pill Tracking
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.
Robot-Based Emotional Care Services
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.
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!
