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Sxsw 2017 Epsilon Agency Recap

Bots, voice interfaces, and augmented/emotive robotics were prominent trends at SXSW 2017 related to how technology can enhance human connections. Interactive video is also evolving to provide more personalized experiences through choices and hotspots. Machine learning and data design can help tell brand stories and enhance understanding of consumer data and perceptions. The role of artificial intelligence is shifting from a focus on AI itself to augmenting human intelligence.

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Epsilon Agency March 15, 2017 1 SXSW INTERACTIVE 2017
SXSW INTERACTIVE 2017 Over the years, SXSW was an ideal event to gauge and project consumer-centric tech trends. From Twitter empowering consumers in 2007, Foursquare focusing on location in 2009, social proximity with Highlight in 2012, and live streaming via Meerkat in 2015. 2017 focused on the rise of intelligent systems from a content perspective and immersive experiences bridged physical to digital. Marketing is quickly shifting from disruptive tech to acceleration through intelligent systems. It’s less about the latest app fad, and more about how quickly the combination of data, intelligent systems and smart environments are going to impact consumer behavior in the future. The trends we covered at SXSWi 2017 outline the continual evolution of marketing in 2017, and the acceleration of intelligent systems. Join myself and Ian Beacraft, VP, Digital Strategy, as we outline the trends we saw in Austin, Texas. We view trends through the consumer-centric filters of connection, cognition and immersion. ‱  Connection – Trends that reimagine how we connect, enable and empower consumers ‱  Cognition – Trends where machine-based intelligence will disrupt and redefine data assets and how we work ‱  Immersion – Trends that align technology and presence to evoke emotion, entertain and power commerce The technology featured at SXSWi 2017 aligns with our view of the coming intelligence revolution built on new data types that will simplify complex tasks, predict need states and usher in new forms of computing that will radically alter how we connect with both consumers and intelligent proxies. Tom Edwards Chief Digital Officer, Agency 2
Cognition Connection Immersion Zone of Convergence EVOLUTION OF STORYTELLING AUGMENTED INTELLIGENCE EMOTIVE ROBOTICS INTERACTIVE VIDEO SOCIAL PROXIMITY SIMPLIFIED CONVERSATIONAL EXPERIENCES TO BOT OR NOT MIXED REALITY PROXY WEB 8K VR 4D VR MULTIPLAYER VR TRANSCULTURAL AI PROJECTION MAPPING
CONNECTION
5 To Bot or Not!
To Bot or Not 6 Connection! A number of content tracks, meet-ups and discussions at SXSW were tied to all forms of bots. From designing the ideal bot experience to mapping the role that bots can play along the consumer journey, to the fact that mobile messaging platforms have become the new face of social media. My caveat to all of this is that it still comes down to the role that a bot can play on behalf of a brand. It is less about brand personiïŹcation and more about mapping simpliïŹed utility leading to predictive experiences.‹ ‹ The other point to consider is the evolving landscape of messaging platforms that will combine conversational aspects supported by bots as well as richer web view experiences within the platforms. Implications: With more brands considering multiple facets of conversational experiences as well as commerce, it is important to align strategy with objectives. Web views will be ideal for top of the funnel discovery while bot-based interactions can provide pre- and post-purchase support as well as progressive proïŹling from a data perspective. Bots were a hot topic of conversation at SXSW 2017. A majority of the focus was on experience design. SXSW also launched their own event-based bot to assist discovery of content and programming.!
7 Conversational Experiences Enhance Accessibility!
Voice = Accessibility 8 Connection! Conversational- and voice-based systems have been a part of every major show in 2017; with Alexa winning the day at CES. At SXSW, the focus was less on the integration of voice-based user experiences and more about the impact that voice will have on the future of the web. Natural language processing provides more accessibility for people of all ages, cultures and socio-economic backgrounds. This is important to consider as we continue to shift from text-heavy experiences to natural language processing. Implications: Gartner recently highlighted that by 2020, 30% of web browsing sessions will be done without a screen. Voice ïŹrst browsing and the idea of Zero UI experiences is quickly becoming a reality. It is important for brand marketers to consider the role that voice-based experiences can play as an extension of their traditional campaigns. With the rapid shift from everything is connected to everything is intelligent, as well as the proliferation of voice services through other entities such as cars, home appliances and more, do not underestimate the potential of voice-based services. By 2020, 30% of web browsing sessions will be done without a screen.*! *Gartner Symposium/ITxpo 2016!
9 Social + Proximity + Personalization!
Social Proximity 10 Connection! At SXSW 2012, Highlight was the runaway app of the event. But Highlight was a bit ahead of its time. The accuracy tied to proximity was deïŹnitely lacking. For SXSW 2016, while visiting the Capital Factory, I got to experience NewAer’s peer-to-peer social proximity platform. While this experience was beacon-based, their experiences can also be leveraged without hardware for a truly peer-to-peer experience. ‹ ‹ By mapping elements of the social graph with personalized physical experiences, they created an environment that not only was personalized to my liking, but also identiïŹed others with similar tastes. Implications: For those organizations that are focused on enhancing physical or shopper experiences, personalized and/or peer-to-peer experiences add another level of connection to bridge digital to physical experiences. During a visit to the Capital Factory, we saw NewAer’s social proximity platform in action. From automatically adding me to queues, to personalized drink experiences, their peer-to- peer personalization platform’s accuracy was impressive.!
11 Evolution of Interactive Video!
Non-Linear Video 12 Connection! Consumer consumption of video content is at an all time high and interactive and non-linear video platforms were on display at SXSW 2017. Interactive video is an ideal approach to enhance a consumer's experience, as well as give the impression of personalization through consumer choice with a tactic known as “branching,” which is mapping multiple linear videos together to create unique pathways forward. As interactive video experiences evolve, we also saw the seamless integration of contextual hot spots that can map directly to conversion experiences. Implications: Consider non-linear and interactive video experiences as an entry point into branded experiences, especially for brand home pages. Having the ability to empower consumers while also driving progressive proïŹling is key to higher engagement and collecting more behavioral data. Wirewax was on the SXSW trade show ïŹ‚oor and their interactive video platform has evolved to include both “branching,” which is "choose your own adventure" style navigation, as well as contextual hot spots in video.!
COGNITION
14 Evolution of Storytelling!
Data Design + ML 15 Connection! Machine Learning was a hot topic at SXSW 2017. Brands such as Disney discussed how they are using machine learning to inform future innovation in their parks. 80% of data is unstructured, and machine learning provides an opportunity to quickly identify perceptions, occasions and themes that can enhance a brand narrative. Mapping the data landscape, storytelling through data, and aligning intelligence from data can inform new ways to communicate and message with consumers. Implications: For the past 15 months, my data design team has focused on aligning emerging artiïŹcial intelligence systems and algorithms to inform our quantitative and qualitative research that then aligns with our world-class proprietary data assets, including the largest transactional data set in the world. Data design is incredibly important to create the framework for personalization at scale. While on the trade show ïŹ‚oor we came across Hello Soda, which is a machine learning platform that maps psycholinguistics of users who have authenticated via a social login. This can enhance research panels as well as proivide a better understanding of 1st party data.!
16 Emotional Intelligence!
Emotive Robotics 17 Connection! In regard to content programming, artiïŹcial intelligence was one of the primary topics of discussion, from ethical design to the importance of overlaying emotional intelligence into AI-based systems. Designing robot communications to feel more intuitively human while being relevant for each type of engagement is key and the concept of emotive robotics continues to advance at SXSW. Emotive robotics is based on systems and devices that can recognize, interpret, process and simulate elements of human behavior. Implications: As intelligent systems and assistants move beyond their current narrow AI focus, we will begin to see emotional intelligence being applied to these systems. This will also lead to the rise of bots as proxies for consumers, and marketers will have to contend with both consumer-centric marketing journeys, as well as system-based journeys. There were many forms of emotionally intelligent systems on display at SXSW. One of the best experiences was with Kuri. Emotive eyes and a friendly disposition provide a glimpse into the not so distant future. !
18 Augmented Intelligence!
Intelligence Augmentation 19 Connection! One of the key themes discussed during SXSW Interactive was the intersection of human and artiïŹcial intelligence. There is a natural friction between artiïŹcial intelligence vs. augmenting human intelligence. Some fear that AI will displace those in traditionally creative positions. Others believe that intelligence augmentation is key to unlocking the full potential of human intuition and creativity with systems then carrying out behaviors. Implications: Intelligence augmentation is already a key component for how we approach the creation of data-driven creative and strategies. ‹ ‹ By leveraging systems to support analysis and planning while leaving the human at the center of the interaction is key. Striking the right balance can unlock new creative territories and opportunities to personalize at scale. The key is to understand the goals for systems and outcomes and map both an AI & IA strategy, accordingly. Discussions about Augmented Intelligence impact the advertising industry as a whole, as systems are being developed to both enhance and potentially replace existing systems. Understanding how to maximize human creativity through intelligence augmentation is key vs. replacing with AI.!
20 Proxy Web!
Proxy Web 21 Connection! In the very near future, we as consumers will have intelligent systems serving the role of a proxy for interaction with other intelligent systems. These systems will communicate with each other in order to streamline information exchange, replenishment of frequency-based purchases and align situational awareness with our desired experiences to adjust and predict our needs. We talk about this through the lens of the intelligence revolution. Implications: Understanding that most marketing of today is based on reactive data sets, we are quickly accelerating towards intelligent systems that are contextually aware. Data is the fuel for AI, and deïŹning a strategy that incorporates reactive data of today with affective data of tomorrow is key. ‹ ‹ Once contextual awareness is achieved, we will see the rise of the proxy web and, then, ultimately general intelligence. From a marketing perspective, it is important to understand that strategies will need to be deïŹned that are consumer-centric, as well as account for general assistant and proxy-based strategies. We saw multiple examples of a Proxy Web future. While on the show ïŹ‚oor I saw a group called NexTremer. They have developed a multimodal dialogue system that is adaptable across various form factors such as robots and mobile devices. !
IMMERSION
23 Four Dimensional VR!
Four Dimensional VR Virtual reality demos have been a dime a dozen at tech trade shows within the past six months, however, the vast majority of them merely translated 360-degree video into a headset experience, or, at the very best, built CGI worlds the user could interact with. At SXSW we found a number of creators taking things to the next level with experiences that involve multiple senses and custom built apparatus that engage the user’s body in the experience in novel ways. Implications: These experiences are a preview of what’s to come for both in-home and commercial VR experiences. As VR gains adoption and the many devices designed to stimulate other senses such as touch hit the consumer market, people will begin to expect immersive experiences that fool more than the eyes. In addition, they’ll expect commercial grade experiences to be far more immersive and expansive in order to consider them worthwhile. The bar is raising quickly for those who want to wow their audience. 24 Previous: The Mummy VR experience simulates the zero-gravity in hydraulic chairs ïŹtted with vibration motors to enhance sound and mimic turbulence. ! ! Above: Birdly simulates a bird in ïŹ‚ight with hydraulic platform, contextual audio, and a dynamic fan to blow wind against the player.!
25 Multiplayer VR!
Multi-player VR Virtual Reality may still be an Alpha stage technology, but the complexity and quality of experiences available is rising quickly. What’s impressive about the recent growth in multi-player experiences is the programming wizardry necessary to track two bodies in motion while rendering a virtual space. Many of the demonstrations require large physical spaces free from obstruction, but online multi-player eliminates this necessity and makes these experiences far more approachable to owners of a VR headset. Implications: As headsets come down in price and VR experiences on mobile devices improve, we’ll see a massive uptick in the number of multi-player experiences and consumers playing them. We’re also likely to see multi-player VR become part of the e-Sports ecosystem, challenging the notion of e-Sports competitors as armchair athletes and bringing spectators into the mix. 26 Previous: Attendees of the Capital Factory VR lab play head-to-head in a game that combines elements of tennis and Brick Breaker.! ! Above: Light Strike from Groove Jones is reminiscent of the disc battle in Tron.!
27 8K VR!
8K VR 8K TV’s may cost you mid-ïŹve ïŹgures and lack any content to take advantage of their resolution, but that hasn’t stopped companies from developing prototype devices that are 8K capable. In fact, these platforms may make 8K content a viable standard even before 8K broadcast becomes an option. The objective of relatively high resolutions for current headsets is to help avoid motion sickness and provide a generally smooth experience– not exactly an extremely high bar, but a decent place to start. As 8K content starts to appear in VR, these experiences will become extraordinarily immersive, and make it nearly impossible to detect individual pixels no matter how hard you look. Implications: For VR to become a mass-medium, the resolution will have to improve signiïŹcantly (among a number of other hurdles). However, once it does, the expectation that content is optimized for VR will be as commonplace as the idea of “mobile ïŹrst” is today. Also, combined with 5G capabilities, the live streaming of events around the world in VR may be even more attractive to some than physically being there. 28 Previous: Tokyo Victory immersive “VR” experience in 8K celebrates the coming Tokyo Olympic games. Despite a massive screen, pixels were impossible to spot.! ! Above: The PiMa VR headset boasts 8K capability, which is signiïŹcantly higher than either Oculus or Vive.!
ZONE OF CONVERGENCE
30 Mixed Reality!
Mixed Reality Mixed Reality brings together the physical and virtual worlds to create new environments and experiences where physical and digital objects interact in real-time. At SXSW we saw a few experiences that leveraged the capabilities of the Microsoft HoloLens, Vive, and Oculus to allow the wearers to manipulate their physical surroundings through digital interactions. Implications: As popular as VR had become in the media, many believe Augmented Reality and Mixed Reality will be have far bigger implications for consumers in the coming years. While marketers currently have to hard-code experiences in highly controlled environments that allow participants to control the physical world through a digital interface, the adoption of Mixed Reality through mobile and other devices will establish a platform upon which these experiences can be rapidly prototyped and published for mass consumption. 31 Previous: A festival goer experiences “telekinetic powers” in Invisible force using a HoloLens and Mio Armband to blow up a foam Jenga tower.! ! Above: The Jenga tower immediately before its demise.!
32 AR: Transcultural Communication!
AR: Transcultural Communication One particular display of augmented reality from Grani VR studios was interesting enough to warrant its own feature in our recap. The AR/VR studio specializes in creating platforms for communication and collaboration within virtual environments and conferencing across language barriers. Project Sonata’s AR demo used natural language processing to translate speech to text and then translate into the wearer’s native language in real-time, allowing people to communicate complex concepts without deep understanding of another’s language. Implications: These types of use cases are beginning to make their way to mobile phones and as opportunities for AR become more commonplace, people will be able to navigate foreign countries and communicate with others in a non-native tongue without previous knowledge of the language. This will have a profound impact on language learning, a potential increase in foreign travel, and further drive the effects of globalization. 33 Previous: HoloLens wearers communicate by speaking Japanese and English to each other with perfect understanding of what the other is saying.! ! Above: Grani Labs demos a VR experience meant to showcase new modes of collaboration!
34 Evolution of Projection Mapping!
Evolution Of Projection Mapping Projection mapping has gained notoriety as a novel way to overlay a physical space with light-based imagery to transform the environment. Up to now, this type of technology required extremely expensive projectors and control units to coordinate their imagery. With the introduction of interactive and “touch” based projectors like Sony’s Xperia Touch, projection mapping and highly engaging “screenless” experiences are likely to ïŹnd their way to more venues than ever. We found several installations across the SXSW campus, each with a different execution. Implications: These devices may still be outside the budget of the everyday consumer, but they’re cheap enough for even small businesses to install and build experiences for. We anticipate these devices will be popular with retail and experiential spaces. 35 Previous: The $1,600 Sony Xperia Touch turns a table into an interactive music experience.! ! Above: A Spider Man wall climbing experience that leverages projection mapping to make the environment interactive.!
CLOSING THOUGHTS While the past few years have spurred chatter about whether SXSW is still relevant, the festival still provides tremendous value to those willing to traverse the show ïŹ‚oor and put effort into researching the best keynotes and panels to attend. Even without a breakout hit like Twitter or Meerkat owning the news cycle, there’s plenty to see if you’re looking for creative applications of the technologies that were in beta or concept stage at previous years’ CES and Mobile World Congress trade shows. While the other two shows are focused on the future gadgets, platforms, and infrastructure of experience, SXSW is great for getting taste of what these things look like when tamed by creatives and released into the wild. What we saw during our attendance was a clear nod to the importance of AI and intelligent systems from the content programming, with dozens of panels addressing all manner of topics, from the ethics of AI to the human relationship with machines. The experiences we encountered had a decidedly Immersive focus, with hundreds of Virtual Reality and Augmented Reality spread throughout Austin. The best of these found new ways of involving the senses instead of transposing the established conventions of other media like video and the web. If what we experienced here is any indication of what we’ll see outside these walls in the near future, and there’s reason to believe it is, we’re in for a wild ride. Ian Beacraft Vice President, Digital Strategy 36
GET GROWING
Questions or inquiries can be sent to: ! ! ! ! ! ! ! ! ! ! Tom.Edwards@epsilon.com! ! ! ! ! ! ! ! ! ! ! ! ! Ian.Beacraft@epsilon.com! ! ! @BlackFin360! @Ianbcraft!

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Sxsw 2017 Epsilon Agency Recap

  • 1.
    Epsilon Agency March 15,2017 1 SXSW INTERACTIVE 2017
  • 2.
    SXSW INTERACTIVE 2017 Overthe years, SXSW was an ideal event to gauge and project consumer-centric tech trends. From Twitter empowering consumers in 2007, Foursquare focusing on location in 2009, social proximity with Highlight in 2012, and live streaming via Meerkat in 2015. 2017 focused on the rise of intelligent systems from a content perspective and immersive experiences bridged physical to digital. Marketing is quickly shifting from disruptive tech to acceleration through intelligent systems. It’s less about the latest app fad, and more about how quickly the combination of data, intelligent systems and smart environments are going to impact consumer behavior in the future. The trends we covered at SXSWi 2017 outline the continual evolution of marketing in 2017, and the acceleration of intelligent systems. Join myself and Ian Beacraft, VP, Digital Strategy, as we outline the trends we saw in Austin, Texas. We view trends through the consumer-centric filters of connection, cognition and immersion. ‱  Connection – Trends that reimagine how we connect, enable and empower consumers ‱  Cognition – Trends where machine-based intelligence will disrupt and redefine data assets and how we work ‱  Immersion – Trends that align technology and presence to evoke emotion, entertain and power commerce The technology featured at SXSWi 2017 aligns with our view of the coming intelligence revolution built on new data types that will simplify complex tasks, predict need states and usher in new forms of computing that will radically alter how we connect with both consumers and intelligent proxies. Tom Edwards Chief Digital Officer, Agency 2
  • 3.
    Cognition Connection Immersion Zone of Convergence EVOLUTIONOF STORYTELLING AUGMENTED INTELLIGENCE EMOTIVE ROBOTICS INTERACTIVE VIDEO SOCIAL PROXIMITY SIMPLIFIED CONVERSATIONAL EXPERIENCES TO BOT OR NOT MIXED REALITY PROXY WEB 8K VR 4D VR MULTIPLAYER VR TRANSCULTURAL AI PROJECTION MAPPING
  • 4.
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    To Bot orNot 6 Connection! A number of content tracks, meet-ups and discussions at SXSW were tied to all forms of bots. From designing the ideal bot experience to mapping the role that bots can play along the consumer journey, to the fact that mobile messaging platforms have become the new face of social media. My caveat to all of this is that it still comes down to the role that a bot can play on behalf of a brand. It is less about brand personiïŹcation and more about mapping simpliïŹed utility leading to predictive experiences.‹ ‹ The other point to consider is the evolving landscape of messaging platforms that will combine conversational aspects supported by bots as well as richer web view experiences within the platforms. Implications: With more brands considering multiple facets of conversational experiences as well as commerce, it is important to align strategy with objectives. Web views will be ideal for top of the funnel discovery while bot-based interactions can provide pre- and post-purchase support as well as progressive proïŹling from a data perspective. Bots were a hot topic of conversation at SXSW 2017. A majority of the focus was on experience design. SXSW also launched their own event-based bot to assist discovery of content and programming.!
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    Voice = Accessibility 8 Connection! Conversational-and voice-based systems have been a part of every major show in 2017; with Alexa winning the day at CES. At SXSW, the focus was less on the integration of voice-based user experiences and more about the impact that voice will have on the future of the web. Natural language processing provides more accessibility for people of all ages, cultures and socio-economic backgrounds. This is important to consider as we continue to shift from text-heavy experiences to natural language processing. Implications: Gartner recently highlighted that by 2020, 30% of web browsing sessions will be done without a screen. Voice ïŹrst browsing and the idea of Zero UI experiences is quickly becoming a reality. It is important for brand marketers to consider the role that voice-based experiences can play as an extension of their traditional campaigns. With the rapid shift from everything is connected to everything is intelligent, as well as the proliferation of voice services through other entities such as cars, home appliances and more, do not underestimate the potential of voice-based services. By 2020, 30% of web browsing sessions will be done without a screen.*! *Gartner Symposium/ITxpo 2016!
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    9 Social + Proximity+ Personalization!
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    Social Proximity 10 Connection! At SXSW2012, Highlight was the runaway app of the event. But Highlight was a bit ahead of its time. The accuracy tied to proximity was deïŹnitely lacking. For SXSW 2016, while visiting the Capital Factory, I got to experience NewAer’s peer-to-peer social proximity platform. While this experience was beacon-based, their experiences can also be leveraged without hardware for a truly peer-to-peer experience. ‹ ‹ By mapping elements of the social graph with personalized physical experiences, they created an environment that not only was personalized to my liking, but also identiïŹed others with similar tastes. Implications: For those organizations that are focused on enhancing physical or shopper experiences, personalized and/or peer-to-peer experiences add another level of connection to bridge digital to physical experiences. During a visit to the Capital Factory, we saw NewAer’s social proximity platform in action. From automatically adding me to queues, to personalized drink experiences, their peer-to- peer personalization platform’s accuracy was impressive.!
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    Non-Linear Video 12 Connection! Consumer consumptionof video content is at an all time high and interactive and non-linear video platforms were on display at SXSW 2017. Interactive video is an ideal approach to enhance a consumer's experience, as well as give the impression of personalization through consumer choice with a tactic known as “branching,” which is mapping multiple linear videos together to create unique pathways forward. As interactive video experiences evolve, we also saw the seamless integration of contextual hot spots that can map directly to conversion experiences. Implications: Consider non-linear and interactive video experiences as an entry point into branded experiences, especially for brand home pages. Having the ability to empower consumers while also driving progressive proïŹling is key to higher engagement and collecting more behavioral data. Wirewax was on the SXSW trade show ïŹ‚oor and their interactive video platform has evolved to include both “branching,” which is "choose your own adventure" style navigation, as well as contextual hot spots in video.!
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    Data Design +ML 15 Connection! Machine Learning was a hot topic at SXSW 2017. Brands such as Disney discussed how they are using machine learning to inform future innovation in their parks. 80% of data is unstructured, and machine learning provides an opportunity to quickly identify perceptions, occasions and themes that can enhance a brand narrative. Mapping the data landscape, storytelling through data, and aligning intelligence from data can inform new ways to communicate and message with consumers. Implications: For the past 15 months, my data design team has focused on aligning emerging artiïŹcial intelligence systems and algorithms to inform our quantitative and qualitative research that then aligns with our world-class proprietary data assets, including the largest transactional data set in the world. Data design is incredibly important to create the framework for personalization at scale. While on the trade show ïŹ‚oor we came across Hello Soda, which is a machine learning platform that maps psycholinguistics of users who have authenticated via a social login. This can enhance research panels as well as proivide a better understanding of 1st party data.!
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    Emotive Robotics 17 Connection! In regardto content programming, artiïŹcial intelligence was one of the primary topics of discussion, from ethical design to the importance of overlaying emotional intelligence into AI-based systems. Designing robot communications to feel more intuitively human while being relevant for each type of engagement is key and the concept of emotive robotics continues to advance at SXSW. Emotive robotics is based on systems and devices that can recognize, interpret, process and simulate elements of human behavior. Implications: As intelligent systems and assistants move beyond their current narrow AI focus, we will begin to see emotional intelligence being applied to these systems. This will also lead to the rise of bots as proxies for consumers, and marketers will have to contend with both consumer-centric marketing journeys, as well as system-based journeys. There were many forms of emotionally intelligent systems on display at SXSW. One of the best experiences was with Kuri. Emotive eyes and a friendly disposition provide a glimpse into the not so distant future. !
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    Intelligence Augmentation 19 Connection! One ofthe key themes discussed during SXSW Interactive was the intersection of human and artiïŹcial intelligence. There is a natural friction between artiïŹcial intelligence vs. augmenting human intelligence. Some fear that AI will displace those in traditionally creative positions. Others believe that intelligence augmentation is key to unlocking the full potential of human intuition and creativity with systems then carrying out behaviors. Implications: Intelligence augmentation is already a key component for how we approach the creation of data-driven creative and strategies. ‹ ‹ By leveraging systems to support analysis and planning while leaving the human at the center of the interaction is key. Striking the right balance can unlock new creative territories and opportunities to personalize at scale. The key is to understand the goals for systems and outcomes and map both an AI & IA strategy, accordingly. Discussions about Augmented Intelligence impact the advertising industry as a whole, as systems are being developed to both enhance and potentially replace existing systems. Understanding how to maximize human creativity through intelligence augmentation is key vs. replacing with AI.!
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    Proxy Web 21 Connection! In thevery near future, we as consumers will have intelligent systems serving the role of a proxy for interaction with other intelligent systems. These systems will communicate with each other in order to streamline information exchange, replenishment of frequency-based purchases and align situational awareness with our desired experiences to adjust and predict our needs. We talk about this through the lens of the intelligence revolution. Implications: Understanding that most marketing of today is based on reactive data sets, we are quickly accelerating towards intelligent systems that are contextually aware. Data is the fuel for AI, and deïŹning a strategy that incorporates reactive data of today with affective data of tomorrow is key. ‹ ‹ Once contextual awareness is achieved, we will see the rise of the proxy web and, then, ultimately general intelligence. From a marketing perspective, it is important to understand that strategies will need to be deïŹned that are consumer-centric, as well as account for general assistant and proxy-based strategies. We saw multiple examples of a Proxy Web future. While on the show ïŹ‚oor I saw a group called NexTremer. They have developed a multimodal dialogue system that is adaptable across various form factors such as robots and mobile devices. !
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    Four Dimensional VR Virtualreality demos have been a dime a dozen at tech trade shows within the past six months, however, the vast majority of them merely translated 360-degree video into a headset experience, or, at the very best, built CGI worlds the user could interact with. At SXSW we found a number of creators taking things to the next level with experiences that involve multiple senses and custom built apparatus that engage the user’s body in the experience in novel ways. Implications: These experiences are a preview of what’s to come for both in-home and commercial VR experiences. As VR gains adoption and the many devices designed to stimulate other senses such as touch hit the consumer market, people will begin to expect immersive experiences that fool more than the eyes. In addition, they’ll expect commercial grade experiences to be far more immersive and expansive in order to consider them worthwhile. The bar is raising quickly for those who want to wow their audience. 24 Previous: The Mummy VR experience simulates the zero-gravity in hydraulic chairs ïŹtted with vibration motors to enhance sound and mimic turbulence. ! ! Above: Birdly simulates a bird in ïŹ‚ight with hydraulic platform, contextual audio, and a dynamic fan to blow wind against the player.!
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    Multi-player VR Virtual Realitymay still be an Alpha stage technology, but the complexity and quality of experiences available is rising quickly. What’s impressive about the recent growth in multi-player experiences is the programming wizardry necessary to track two bodies in motion while rendering a virtual space. Many of the demonstrations require large physical spaces free from obstruction, but online multi-player eliminates this necessity and makes these experiences far more approachable to owners of a VR headset. Implications: As headsets come down in price and VR experiences on mobile devices improve, we’ll see a massive uptick in the number of multi-player experiences and consumers playing them. We’re also likely to see multi-player VR become part of the e-Sports ecosystem, challenging the notion of e-Sports competitors as armchair athletes and bringing spectators into the mix. 26 Previous: Attendees of the Capital Factory VR lab play head-to-head in a game that combines elements of tennis and Brick Breaker.! ! Above: Light Strike from Groove Jones is reminiscent of the disc battle in Tron.!
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    8K VR 8K TV’smay cost you mid-ïŹve ïŹgures and lack any content to take advantage of their resolution, but that hasn’t stopped companies from developing prototype devices that are 8K capable. In fact, these platforms may make 8K content a viable standard even before 8K broadcast becomes an option. The objective of relatively high resolutions for current headsets is to help avoid motion sickness and provide a generally smooth experience– not exactly an extremely high bar, but a decent place to start. As 8K content starts to appear in VR, these experiences will become extraordinarily immersive, and make it nearly impossible to detect individual pixels no matter how hard you look. Implications: For VR to become a mass-medium, the resolution will have to improve signiïŹcantly (among a number of other hurdles). However, once it does, the expectation that content is optimized for VR will be as commonplace as the idea of “mobile ïŹrst” is today. Also, combined with 5G capabilities, the live streaming of events around the world in VR may be even more attractive to some than physically being there. 28 Previous: Tokyo Victory immersive “VR” experience in 8K celebrates the coming Tokyo Olympic games. Despite a massive screen, pixels were impossible to spot.! ! Above: The PiMa VR headset boasts 8K capability, which is signiïŹcantly higher than either Oculus or Vive.!
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    Mixed Reality Mixed Realitybrings together the physical and virtual worlds to create new environments and experiences where physical and digital objects interact in real-time. At SXSW we saw a few experiences that leveraged the capabilities of the Microsoft HoloLens, Vive, and Oculus to allow the wearers to manipulate their physical surroundings through digital interactions. Implications: As popular as VR had become in the media, many believe Augmented Reality and Mixed Reality will be have far bigger implications for consumers in the coming years. While marketers currently have to hard-code experiences in highly controlled environments that allow participants to control the physical world through a digital interface, the adoption of Mixed Reality through mobile and other devices will establish a platform upon which these experiences can be rapidly prototyped and published for mass consumption. 31 Previous: A festival goer experiences “telekinetic powers” in Invisible force using a HoloLens and Mio Armband to blow up a foam Jenga tower.! ! Above: The Jenga tower immediately before its demise.!
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    AR: Transcultural Communication One particulardisplay of augmented reality from Grani VR studios was interesting enough to warrant its own feature in our recap. The AR/VR studio specializes in creating platforms for communication and collaboration within virtual environments and conferencing across language barriers. Project Sonata’s AR demo used natural language processing to translate speech to text and then translate into the wearer’s native language in real-time, allowing people to communicate complex concepts without deep understanding of another’s language. Implications: These types of use cases are beginning to make their way to mobile phones and as opportunities for AR become more commonplace, people will be able to navigate foreign countries and communicate with others in a non-native tongue without previous knowledge of the language. This will have a profound impact on language learning, a potential increase in foreign travel, and further drive the effects of globalization. 33 Previous: HoloLens wearers communicate by speaking Japanese and English to each other with perfect understanding of what the other is saying.! ! Above: Grani Labs demos a VR experience meant to showcase new modes of collaboration!
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    Evolution Of Projection Mapping Projectionmapping has gained notoriety as a novel way to overlay a physical space with light-based imagery to transform the environment. Up to now, this type of technology required extremely expensive projectors and control units to coordinate their imagery. With the introduction of interactive and “touch” based projectors like Sony’s Xperia Touch, projection mapping and highly engaging “screenless” experiences are likely to ïŹnd their way to more venues than ever. We found several installations across the SXSW campus, each with a different execution. Implications: These devices may still be outside the budget of the everyday consumer, but they’re cheap enough for even small businesses to install and build experiences for. We anticipate these devices will be popular with retail and experiential spaces. 35 Previous: The $1,600 Sony Xperia Touch turns a table into an interactive music experience.! ! Above: A Spider Man wall climbing experience that leverages projection mapping to make the environment interactive.!
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    CLOSING THOUGHTS While thepast few years have spurred chatter about whether SXSW is still relevant, the festival still provides tremendous value to those willing to traverse the show ïŹ‚oor and put effort into researching the best keynotes and panels to attend. Even without a breakout hit like Twitter or Meerkat owning the news cycle, there’s plenty to see if you’re looking for creative applications of the technologies that were in beta or concept stage at previous years’ CES and Mobile World Congress trade shows. While the other two shows are focused on the future gadgets, platforms, and infrastructure of experience, SXSW is great for getting taste of what these things look like when tamed by creatives and released into the wild. What we saw during our attendance was a clear nod to the importance of AI and intelligent systems from the content programming, with dozens of panels addressing all manner of topics, from the ethics of AI to the human relationship with machines. The experiences we encountered had a decidedly Immersive focus, with hundreds of Virtual Reality and Augmented Reality spread throughout Austin. The best of these found new ways of involving the senses instead of transposing the established conventions of other media like video and the web. If what we experienced here is any indication of what we’ll see outside these walls in the near future, and there’s reason to believe it is, we’re in for a wild ride. Ian Beacraft Vice President, Digital Strategy 36
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    Questions or inquiriescan be sent to: ! ! ! ! ! ! ! ! ! ! [email protected]! ! ! ! ! ! ! ! ! ! ! ! ! [email protected]! ! ! @BlackFin360! @Ianbcraft!