Keynote Highlights| [a]list summit: Frontline Marketing


Today I’m going to talk about the AT&T
Foundry which is an extremely experiencential brand and a frontline
brand because everyone who’s a part of creating it, is literally at the frontlines creating the brand every single day. AT&T has a legacy of transformation. This is actual our first open workspace over a hundred years ago, so we were actually way ahead
of the time if you think about it. One of the reasons why the Foundry was created is becuse you literally have to disrupt from the inside out and you have to get
outside of your regular mode of operations to really have the room and
space to take risks and to really think, bringing new ideas and absorb them. But
when you have that finger on top of you, dashboards, it’s very hard to do that.
Three missions of the Foundry: Number one is to engage the ecosystem. So we meet
with over 500 startups a year to hear what their ideas are, to understand what
the new technologies are and to really serve as a front door for startups in
Silicon Valley and other locations. So, we are literally a proof of concept for how
the company can be and we do that through the way we work, through design
engineering, the way that we share our perspective and bring the outside in and constantly push the envelope. I
decided to look up the Google searches for innovation of the past 10 years. I like
this kind of heart monitor look here, but it’s basically going up right? And we can
all tell people’s titles are changing, the topics at conferences like this are
changing. So, there’s a lot of curiosity about it, but also a lot of “fo-innovation”
happening as well where you just call something innovative and think it is without
really looking deeper into how to create innovation. We first start thinking about
mobile and mobile video and we’re going to talk about that as well, but I think
it’s probably as interesting to think about the evolution of communication
overall and what’s happening as a result of the mobile devices that are in our
pockets here. It’s important to think though as marketers and as we think
about for brands that it’s easy to get caught up in processors and devices and
platforms, but at the end of the day it’s always been about thing..and it’s been about people.
Messaging apps are front and center of this because they provide people fast
and personal means of communication. We see today at 1.4 billion
people are using messaging apps and in by 2018 we see that number is gonna be
over two billion. Let’s talk about expressive communication as well because we know that an emoji or a gif or any type of visual expression is
worth a thousand words and we see that people are more and more, as connectivity has gotten better, are expressing themselves through visuals. So, Instagram is
the community essentially based on this. Instagram has risen in popularity
because it’s so powerful in its ability to help people express themselves
creatively. So, within Instagram specifically, we’ve evolved the advertising
opportunities for letting brands tap into this creativity. The carousel ad
unit was something that we rolled out recently on Instagram as well. We learned
a couple of things I’m doing this. What we learned is that the people that swipe
to the second part of the carousel, two-thirds of them actually swiped all
the way through, so it was pretty clear and pretty early were able to find
out. This is something users are really interested in. Let’s talk about mobile videos specifically. This has exploded over the
past four years. This is about the industry overall, the 6 tax increase in 2012 and
2015. Nearly half of all video views globally on mobile devices period.
Frankly, on mobile screens people the environment is different. First of all, not all videos consumed
with sound on. In fact, much of it is consumed the sound off. We also know that people make decisions
way faster mobile what type of content they’re going to consume. 1.7 seconds to
be specific vs 2.5 seconds in desktop. So, what we
gonna do with this content action to actually make it work in mobile? This one is from
Lincoln and essentially they have an asset in Matthew McConaughey, but if you look at
the ad on the left is the original TV ad and that TV ad, the Lincoln brand was not
upfront and took too long to get to Matthew McConaughey. You probably didn’t have any idea what
he was saying, so they did have a few things. They bought the brand up front,
they brought McConaughey and a lot faster, they put the captions in there
and they created, they took an asset that was created for another channel
and they actually tweaked it for mobile. What I really want to talk to you guys generally about AI as the title says in fiction and fact and I’ve had a really weird to
perspective on this in my career, I’m the creative director the Halo franchise over at
Microsoft and we have a famous AI that is ‘Cortana’. When you think about what the definition of an AI is, I think it goes all the way, all the way back to Greece, ancient Greece, literally, where the concept of the XS machina comes from. I think AI were built to help us do stuff. Same
reason we envented swords and shovels and plowshares and all that stuff. As our
machines get more sophisticated, they need to be smarter and they need to be
ultimately, more relatable. So, when I think of AI, the big division between an AI and any other kind of computing systems is persona and reliability. And that’s what ‘Cortana’ was
designed to do in the game and that’s what she was designed to do in the stories, to be your friend, but also
help you do stuff. That’s one use I want to talk to you today about other uses of
personality and AI. Teaching. So, right now America’s going through an educational
crisis and economic crisis as well. People are being basically forced to get
degrees just to be in the middle class. It’s like a certificate the entry to get to the entry into the middle class. An AI could be literally the best college professor that Harvard
ever produced. It could absorb that college professor’s persona, it could absorb his teaching style, but importantly it’s a one-on-one
experience. The teacher could teach a kid Harvard level education in French to a
kid in a village in Ghana if he has a phone. That’s going to be the future I
think of Education. Teenagers. Arguably nature’s greatest mistake. They are
almost almost as strong as an adult. No impulse control whatsoever. No income and no practical purpose. They’re a giant money pit..sorry if any of you have teenagers. But imagine if an AI was with your kid all the time. Thirty years from now, it’s billing in his
clothes and the way that used it is on your phone right now and instead of just
being kind of a spy for a parent, it’s actually a real moral compass. It’s
actually explaining why things are bad, explaining why makeup point is dangerous, explaining why dead man’s curve is a super obviously dangerous place to not
drive around really fast. Moral guidance, moral guidance is
something that I thinking AI can do as a peer in a way that isn’t bulling or parental. One of your biggest challenges is getting past people’s filters. They now have the ability to block pop-ups; avoid cookies. They can watch things on Netflix without seeing advertising, you can skip on Tivo. So, I would argue that the challenge for marketers is to build AI’s that can defeat that. I would never ever, ever have used Uber, had I not had it
explained to me by a person, I think the AI’s as a marketing tool in
advertising tool are gonna be people. They’re going to compel people to do
things, they’re going to convince people to canjole them in a way that blunt force advertising absolutely can’t. I think we think about AI’s as disembodied souls. They’re these things in a machine and their personalities like Hal where
they don’t need even a face. I think they are going to need bodies and again the
brute force computing power is going to happen. It’s already happening now. Your phone isn’t very powerful, but the
cloud is. And so terminals to this kind of power are going to be
there. And speaking of power, brute force computing, energy, economies all of those kind of singularities that we’re going to have to solve in the next decades are
what this is all relying on. If we can’t get it together technologically, these are still going to the sci-fi dreams. But most of them are happening right now in some shape or form. Eventually AI’s, all things being equal, we solve an energy crisis we saw the computing crisis that we’re going
to run into with this stuff. Storage for example, your going to have every person on earth and lets just say we solve population and that’s two million people, that’s a lot of information about lot of people to have any kind of
details like technology things that people don’t necessarily think about
that we’re still going to solve. We’re going to have to change in order to get most of the benefits from a
future that is run by AI and that will be inevitable, but we’re gonna have to
change and that’s going to be the slowest part of this. And as Arthur C.Clark said “any technology sufficiently advanced is indistinguishable from magic” and I think
this will be magical, but like I said that the start, I’m going to
add a hundred years to my hundred year look for this and I’ll my fingers crossed that it all happens.

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