Marketing To Robots: Why CMOs Need To Start Thinking About Business To Robot To Consumer (B2R2C)
Marketing is changing as voice assistants, Artificial Intelligence (AI), drones, and digital avatars become the gatekeepers between brands and consumers. In this new age of technology, CMOs will have to rethink their strategies for creating winning brands. To prepare for the future, marketers and CMOs need to think how to market not just to people but to the robots who make decisions for them.
When robots deliver our food, cook our food, and take care of us, will brands need to reach the consumer via those robots?
According to Kim Bates, Chief Futurist at Faith Popcorn’s Brain Reserve, “The customer journey of the future will begin to emerge as Business to Robot to Consumer (B2R2C).” This will all begin within the comfort of our homes.
Today, robots are already engaging with customers on a personal level. Bots can qualify leads, personalize user experiences to create custom ads, simplify the purchase process, and even help customers shop and style themselves. For instance, H&M uses a messaging chatbot that helps customers find clothes and outfits using conversation, as if the customer was shopping with a friend. These examples are just a few as to how people already engage with robots.
Lil Miquela is one such virtual being with over 2.3 million followers on Instagram.
McCleary describes the relationship between digital gatekeepers and consumers, “The multiple layers of AI involved in unraveling to keep pace with the sovereigns like Google, Apple, and Microsoft, are exquisite. Marketing in the future is an entire paradigm shift where it's no longer the brand owning the relationship with the customer but rather the personal digital assistant, (and the platform it is run on), owning the relationship.”
Kim Bates says, “For CMOs, brand strategy may remain, but brand activation will forever change. There will be a new set of customers to persuade to consider a product or service.
See the full story here: https://www.forbes.com/sites/cathyhackl/2020/06/14/marketing-to-robots-why-cmos-need-to-start-thinking-about-business-to-robot-to-consumer-b2r2c/#5b7f859721b1
Sony promises redesigned PS5 dashboard with ‘no pixel untouched’
“As it’s UI it’s practical first, but it’s a whole new visual language and a complete rearchitecting of the user interface,” explains MacLaurin. The new PS5 OS is “more subtle than flashy, but no pixel is untouched,” he adds.
While Sony is promising a totally overhauled dashboard for the PS5, Microsoft is taking a slightly different approach. Instead of a radical redesign, Microsoft is focused on optimizing its existing Xbox One dashboard for the upcoming Xbox Series X so the UI is as familiar as possible.
See the full story here: https://www.theverge.com/2020/6/15/21291288/sony-ps5-software-user-interface-ui-design-dashboard-teaser-video
A Brief History of Augmented Reality
Then in 1997, Ronald Azuma provided a widely acknowledged definition for AR as identified by three characteristics: it combines real and virtual, it is interactive in real time and it is registered in 3D.
DirectIndustry magazine: What are those barriers that need to be overcome for there to be AR in the enterprise?
Michael Gervautz: You need to build the digital twin and digital thread to leverage all the digital data. So as long as you are not able to use digital data throughout your chain, you will not be able to see AR in an effective way. There are also challenges to creating a good AR user experience and having hands-free devices. And the recognition and tracking of products and environments is also a challenge.There are still products that computer vision and AR systems cannot recognize. There are still things to do but we are making progress.
DirectIndustry magazine: What are the next challenges?
Michael Gervautz: Indoor navigation, what people call spatial computing, is the next step. Spatial computing is a new form of computing that uses computer vision and artificial intelligence to seamlessly blend content into the real world. It’s a technology that allows you to recognize the environment, the spaces where you are. We are able to augment objects and products. Soon, we will be able to augment and track the environment. We will build a digital twin of the environment by using a 3D scan and thus create navigation applications and spatial instructions using the surroundings as interactive elements to be explored.That will be a huge step forward.
See the full story here: http://emag.directindustry.com/a-brief-history-of-augmented-reality/
How virtual reality will change the online gambling world
Virtual reality casinos are coming, and when they do, they will change the face of online gambling forever.
- VR Could Save Slot Games
- VR Casinos Would Create Hospitality and Dealer Jobs
- Online Gambling Would Be More Social than Ever
See the full story here: https://knowtechie.com/how-virtual-reality-will-change-the-online-gambling-world/
How virtual reality takes the ‘work’ out of workouts
Brunel University London and the University of Exeter joined virtual workout games creators VirZOOM to see how VR dials up pleasure and helps people lose 'exercise consciousness'.
In a controlled experiment with 24 volunteers on exercise bikes, experiencing VR with music raised perceived enjoyment by 26.4%, compared with a control condition of no VR or music. And the VR combined with music raised enjoyment by 17.5% when compared to music on its own.
See the full story here: https://medicalxpress.com/news/2020-06-virtual-reality-workouts.html
Oklahoma Museum Reopens with Augmented Reality Experience
"Looking through their phone, they will see a person who represents a family member, a survivor, a first-responder, an investigator, a journalist and a volunteer ... and they'll follow their stories throughout the museum," he said.
"They're a combination of stories from the representatives of those constituent groups ... and we're allowing a person to hear directly from a survivor right next to them or from a family member."
The AR experience incorporates 3-D renders, polls, video and more, all with the goal of making the story of the bombing more personal.
"As far as I'm aware, no museum in the world is using augmented reality like this. A lot of them are making it where you'll hover over an artifact and you'll get some ancillary details about it. In this, we're actually changing the space that the visitor is in. ... You'll be able to see the Survivor Tree and stand under it inside the museum. You'll be able to see the Murrah building before it was bombed, and you'll be able move around it in the gallery space," he said.
"It is for everyone, but we targeted a younger group of people so that the experience mattered a little more to them ... We see a lot of people go through with their phones, so why not put that content in front of them."
See the full story here: https://www.govtech.com/education/k-12/Oklahoma-Museum-Reopens-with-Augmented-Reality-Experience.html
Koniku’s technology combines computer chips with living biological neurons to give computers power to detect odors
Airbus will install Koniku’s Konikore; a small device that looks like a jellyfish.
The device is able to perform the bomb-sniffing roles that have come to be associated with police dogs. In the best conditions, Konikores are expected to detect substances within 10 seconds.
But Konikore’s pioneering features that make aircraft security possible could be applied in healthcare for disease detection. The company says the technology is being adapted for COVID-19 and future diseases.
Koniku’s technology combines traditional computer cells with living biological neurons to give computers power to detect odors. The living cells are ethically sourced from mice. For each disease, the Konikore will aim to detect a defined set of biomarkers that are most closely associated with the disease.
Koniku was founded in 2017 by Oshiorenoya Agabi, a Nigerian-born scientist who now runs the company’s team of engineers in Silicon Valley. Agabi is convinced that as the age of silicon wanes, it is inevitable that technologies of the future will be built by harnessing the powers of biology.
See the full story here: https://techcabal.com/2020/05/12/koniku-airbus-partnership/