Gemma Vallet
Innovation Director at PHD Media
@GemmaVallet
Óscar Dorda
CEO at PHD Media
@odorda
“The merge era: the gap be...
Findinga
BetterWay
99
1010
It is not the case that
we will experience 100
years of progress in
the 21st century,
rather, we will witness
on the ...
1111
In the grand scheme of
things, we do have many
risks and challenges, but
nothing else matters more
to the human race ...
1212
The Human-
Technology Merge
The 5 Stages
1313
STAGE V:
Elevating.
2030-2050.
STAGE IV:
Anticipating.
2020-2035
STAGE III:
Extracting.
2010-2025
STAGE II:
Organisin...
1414
STAGE I:
Surfacing. 1950-1995.
The introduction and early
spread of screens and the
world-wide-web surfaces up
inform...
1515
STAGE II:
Organising. 1990-2015.
The organisation of the
information through
search engines,
browsers, operating
syst...
1616
STAGE III:
Extracting. 2010-2025.
Introduction of machine
learning leads to dramatic
improvements in the
extraction o...
1717
YOU ARE HERE:
The Nine Fundamental
Developments To Come;
STAGE III:
Extracting.
2010-2025
STAGE II:
Organising.
1990-...
1818
A study by the International Data Corporation
(IDC) found that, of the 2.8 trillion gigabytes of
data that had been c...
1919
Big Data is like teenage
sex: everyone talks about
it, nobody really knows
how to do it, everyone
thinks everyone els...
2020
Big data was actually the food for:
Machine Learning (ML)
STAGE III:
Extracting. 2010-
2025.
2121
The Nine Areas to Watch:
as we see out the remaining years of Extracting
together
STAGE III:
Extracting. 2010-
2025.
22
1. Oracle, found that 80% of business leaders planned to implement chatbots by 2020.
Microsoft’s Dave Coplin also think...
2323
1. Facebook’s VPA (called ‘M’) can make recommendations based on conversations that are happening between two or more...
2424
1. Facebook’s VPA (called ‘M’) can make recommendations based on conversations that are happening between two or more...
2525
1. Apple announced at its Worldwide Developer Conference in 2016 that it was finally allowing other companies to inte...
2626
1. Consumer Intelligence Research Partners also estimates that over 7 million of the Amazon Echo devices have been so...
2727
1. Echo Labs pioneering deep view technology – blood cells, hydration and glucose levels to be monitored - link to su...
2828
1. Wifmore Consulting believes that this is such a rich area for innovation that, by 2018, the ‘Hearables’ market cou...
2929
1. Computer vision for images already achieving 90%+ accuracy levels: for example, Google’s trainable 'Show and Tell'...
3030
1. Apple building a team of AR/MR experts – hiring from Magic Leap and Facebook's Oculus.
8. FIRST-GEN MR
Microsoft v...
3131
1. Apple building a team of AR/MR experts – hiring from Magic Leap and Facebook's Oculus.
STAGE III:
Extracting 2010-...
3232
1. Apple building a team of AR/MR experts – hiring from Magic Leap and Facebook's Oculus.
STAGE III:
Extracting 2010-...
3333
1. The technology layer is being created now – one example: the SpatialOS Games Innovation Program (by Improbable / G...
3434
1. BOT LIFE
Chatbots will include NLUI
(Natural Language User Interface)
to enable voice conversation. And
they will ...
35
STAGE IV:
Anticipating. 2020-
2035.
Deep learning AI leads
to technologies that
anticipate our needs
and
interests, and...
3636
STAGE V:
Elevating. 2030-2050.
Artificial General Intelligence, Nano-
tech, Bio-Tech and Quantum Computing lead
to hu...
Thanks
Oscar Dorda
Managing Director
oscar.dorda@phdmedia.com
Gemma Vallet
Innovation Director
gemma.vallet@phdmedia.com
IV Congreso Internacional
sobre Experiencia de Cliente
3 de octubre de 2017
#CongresoDEC
Gemma Vallet y Óscar Dorda en el IV Congreso DEC
Gemma Vallet y Óscar Dorda en el IV Congreso DEC
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Gemma Vallet y Óscar Dorda en el IV Congreso DEC

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Ponencia de Gemma Vallet, Innovation Director at PHD Media, y Óscar Dorda, CEO at PHD Media, en el IV Congreso Internacional sobre Experiencia de Cliente celebrado el 3 de octubre de 201 en Madrid.

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Gemma Vallet y Óscar Dorda en el IV Congreso DEC

  1. 1. Gemma Vallet Innovation Director at PHD Media @GemmaVallet Óscar Dorda CEO at PHD Media @odorda “The merge era: the gap between technology and us” #CongresoDEC
  2. 2. Findinga BetterWay
  3. 3. 99
  4. 4. 1010 It is not the case that we will experience 100 years of progress in the 21st century, rather, we will witness on the order of twenty thousand years of progress. –RayKurzweil Directorof EngineeringatGoogle
  5. 5. 1111 In the grand scheme of things, we do have many risks and challenges, but nothing else matters more to the human race than this merger. This is going to define how we evolve. – Bryan Johnson American entrepreneur venture capitalist February 2017
  6. 6. 1212 The Human- Technology Merge The 5 Stages
  7. 7. 1313 STAGE V: Elevating. 2030-2050. STAGE IV: Anticipating. 2020-2035 STAGE III: Extracting. 2010-2025 STAGE II: Organising. 1990-2015. STAGE I: Surfacing. 1950-1995
  8. 8. 1414 STAGE I: Surfacing. 1950-1995. The introduction and early spread of screens and the world-wide-web surfaces up information for us
  9. 9. 1515 STAGE II: Organising. 1990-2015. The organisation of the information through search engines, browsers, operating systems and apps makes it possible to get to what we wanted
  10. 10. 1616 STAGE III: Extracting. 2010-2025. Introduction of machine learning leads to dramatic improvements in the extraction of information – from advanced O.S. and semantic web through to virtual assistants.
  11. 11. 1717 YOU ARE HERE: The Nine Fundamental Developments To Come; STAGE III: Extracting. 2010-2025 STAGE II: Organising. 1990-2015. STAGE I: Surfacing. 1950-1995
  12. 12. 1818 A study by the International Data Corporation (IDC) found that, of the 2.8 trillion gigabytes of data that had been created by 2012, only 0.5 percent was actually being used 0.5% of Data is Used STAGE III: Extracting. 2010- 2025.
  13. 13. 1919 Big Data is like teenage sex: everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they are doing it. – Dan Ariely Behavioral Economist STAGE III: Extracting. 2010- 2025.
  14. 14. 2020 Big data was actually the food for: Machine Learning (ML) STAGE III: Extracting. 2010- 2025.
  15. 15. 2121 The Nine Areas to Watch: as we see out the remaining years of Extracting together STAGE III: Extracting. 2010- 2025.
  16. 16. 22 1. Oracle, found that 80% of business leaders planned to implement chatbots by 2020. Microsoft’s Dave Coplin also thinks they’ll be important: “Where we’re heading in the very short term is, if you don't have a chatbot, then you're not open for business.” 22 1. BOT-LIFE1 Ubiquitous cognitive layer across website, app and out-of-home experiences | Linked to payment | NLU (Natural Language Understanding) STAGE III: Extracting 2010-2025
  17. 17. 2323 1. Facebook’s VPA (called ‘M’) can make recommendations based on conversations that are happening between two or more people in Messenger. So, if someone types “Where are you?” then the assistant might ask if you’d like to share your current location with them. 2. MESSENGER CONCIERGE Conversation augmentation1 | Diary integration | Linked to purchase STAGE III: Extracting 2010-2025
  18. 18. 2424 1. Facebook’s VPA (called ‘M’) can make recommendations based on conversations that are happening between two or more people in Messenger. So, if someone types “Where are you?” then the assistant might ask if you’d like to share your current location with them. 2. An existing service that enables companies to created apps within the FB messenger platform 3. An existing service that suggests actions based on conversations within the FB messenger platform 2. MESSENGER CONCIERGE Conversation augmentation1 | Diary integration | Linked to purchase STAGE III: Extracting 2010-2025 A COMING TOGETHER CHAT EXTENSIONS2 M SUGGESTIONS3 + AN EXAMPLE: FACEBOOK
  19. 19. 2525 1. Apple announced at its Worldwide Developer Conference in 2016 that it was finally allowing other companies to integrate its assistant into its products. So you can now ask Siri to send a message on WhatsApp, make a payment on Square, call someone on Skype and map your exercise on Runtastic. In December 2016, Google and Microsoft also announced that they’d do the same with their VPAs. 3. NEXT-GEN VPA (VIRTUAL PERSONAL ASSISTANT) 98%+ accuracy level with true-natural language | Extensive open API network1 | Organic personality development STAGE III: Extracting 2010-2025
  20. 20. 2626 1. Consumer Intelligence Research Partners also estimates that over 7 million of the Amazon Echo devices have been sold in the US since launch. VoiceLabs, a voice technology consultancy, estimate that there will be 24.5 million voice-first devices shipped this year, which will lead to a total device footprint of 33 million devices in circulation. 4. AMBIENT AI Significant increase in penetration1 of in-home, in- car AI and other public places | Spontaneous retail | New Gateway STAGE III: Extracting 2010-2025
  21. 21. 2727 1. Echo Labs pioneering deep view technology – blood cells, hydration and glucose levels to be monitored - link to suggestions and retail expected. 2. Lots of start ups – such as Motiv, NFC and Ringly. Apple likely to launch in this space. Will fuel usage of VPAs. 5. NEXT-WAVE WEARABLES Stand-alone | Deep view technology1 | Smart-Rings2 STAGE III: Extracting 2010-2025
  22. 22. 2828 1. Wifmore Consulting believes that this is such a rich area for innovation that, by 2018, the ‘Hearables’ market could be worth $5bn. 6. HEARABLES1 Doppler Labs’ “Here One” | Ambient AI carrier | Translation | Location messaging | Experience Augmentation STAGE III: Extracting 2010-2025
  23. 23. 2929 1. Computer vision for images already achieving 90%+ accuracy levels: for example, Google’s trainable 'Show and Tell' algorithm, which has just been made open source, is now capable of describing the contents of an image with an impressive 93.9% accuracy. STAGE III: Extracting 2010-2025 7. INTELLIGENT LAYERS A data-layer across camera/video content (leveraging Computer Vision1) | More information | Social and retail plug-ins
  24. 24. 3030 1. Apple building a team of AR/MR experts – hiring from Magic Leap and Facebook's Oculus. 8. FIRST-GEN MR Microsoft vs. Magic Leap vs. Apple1 | Commercial then Consumer | Intelligent-Layer Across the World STAGE III: Extracting 2010-2025
  25. 25. 3131 1. Apple building a team of AR/MR experts – hiring from Magic Leap and Facebook's Oculus. STAGE III: Extracting 2010-2025 AN EXAMPLE: MAGIC LEAP THE ‘CHIP’ Magic Leap founder - Rony Abovitz 8. FIRST-GEN MR Microsoft vs. Magic Leap vs. Apple1 | Commercial then Consumer | Intelligent-Layer Across the World
  26. 26. 3232 1. Apple building a team of AR/MR experts – hiring from Magic Leap and Facebook's Oculus. STAGE III: Extracting 2010-2025 AN EXAMPLE: MAGIC LEAP THE EXPERIENCE 8. FIRST-GEN MR Microsoft vs. Magic Leap vs. Apple1 | Commercial then Consumer | Intelligent-Layer Across the World
  27. 27. 3333 1. The technology layer is being created now – one example: the SpatialOS Games Innovation Program (by Improbable / Google Cloud Platform). 2. Websites will give way to ‘Worlds’ 9. THE VR WEB Universal Environment1 | Construction of parallel worlds2 STAGE III: Extracting 2010-2025
  28. 28. 3434 1. BOT LIFE Chatbots will include NLUI (Natural Language User Interface) to enable voice conversation. And they will appear as a layer across websites, display ads, apps and out-of-home experiences. The technology will enable people to intercept video ads and seamlessly engage with the characters in the ads. 3. NEXT-GEN VPA The achievement of 98%+ accuracy level with true natural language and organic personality development will be a game-changer. As will the result of a full, extensive open API network that will allow you to ask or buy anything. 2. MESSENGER CONCIERGE Conversation augmentation within messenger and video chat environments that add to the conversation with information and can organise and book for you. 6. HEARABLES Companies such as Doppler Labs with its “Here One” product will create a new kind of device. Will be a carrier for the VPA and allow for location messaging and event experience augmentation. 9. FIRST-GEN MR Magic Leap and Microsoft are likely to lead the way. Early products likely to have commercial adoption. As the price drops and portability increases, it will become a consumer device. This will enable an information layer to be overlaid onto the world. 8. THE VR WEB Advancements in cloud computing will enable the creation of a universal environment that we all share. This will logically lead to the construction of parallel worlds – advertisers will create branded worlds, just as they currently create websites. 5. NEXT WAVE WEARABLES The next wave of smartwatches to be independent of smartphones and have deep-view technology, so they can read blood, assess hydration etc. The addition of smart rings with embedded microphones will lead to significant increase in engagement with VPAs. 7. INTELLIGENT LAYERS An intelligence layer across all video content (leveraging machine visioning) will enable people to know about any object, place, and yes, brand. Social plug-ins will enable purchases. Video will emerge as a new retail channel. STAGE III: Extracting 2010- 2025 4. . AMBIENT AI An always on listening AI in homes, hotels, cars and, increasingly, public places. Will be a significant gate-way for retail
  29. 29. 35 STAGE IV: Anticipating. 2020- 2035. Deep learning AI leads to technologies that anticipate our needs and interests, and start to make decisions for us.
  30. 30. 3636 STAGE V: Elevating. 2030-2050. Artificial General Intelligence, Nano- tech, Bio-Tech and Quantum Computing lead to humanity and technology becoming indistinguishable from one and other, both virtually and biologically. The Merge is complete. Humanity evolves
  31. 31. Thanks Oscar Dorda Managing Director oscar.dorda@phdmedia.com Gemma Vallet Innovation Director gemma.vallet@phdmedia.com
  32. 32. IV Congreso Internacional sobre Experiencia de Cliente 3 de octubre de 2017 #CongresoDEC

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