Today's SXSW summary focusses on purpose-driven brands by design, creating in an AI world and how to tell the truth like a liar.

1. EMAKINA
AT SXSW-DAY 4
By Uyen de Tran & Kenny Vermeulen

2. 2Emakina a SXSW / MARcH 2018
HOW TO DESIGN
IN AN AI WORLD
TALK 1

3. As humans we have always looked for ways to accelerate our physical
abilities. We used the steam engine to enhance our muscle power. We
launched satellites into space to enhance our ability to see. So it’s no
surprise we have now figured out how to use AI to enhance our
creativity.
R/GA Creative Director, Jenna Niven, discussed the impact of AI on
creativity. She shared how R/GA is using an ‘AI augmented’ approach to
create innovative solutions for their clients.
HOW TO DESIGN IN AN AI WORLD --------------- INTRODUCTION

4. AI is paving the way for the next
technological evolution.
HOW TO DESIGN IN AN AI WORLD --------------- EVOLUTION

5. If the brain is just a set of algorithms like a
machine and algorithms are not affected
by the materials which the calculator is
built does that mean an AI should be able
to do everything a human AI can?
HOW TO DESIGN IN AN AI WORLD --------------- AI BEATS THE BRAIN

6. Creativity is part algorithmic, but the rest
is illogical and chaotic.
HOW TO DESIGN IN AN AI WORLD --------------- CREATIVITY

7. Preparation
Stitch Fix -> style clothing based on AI (redirecting comments to specific topics)
Leverage AI to help understand huge amounts of data
Incubation
Knowledge base + Primary process network
The more emotionally charged memories, the more you have to work with
Spark: using information to create connections
Use AI to create associations between seemingly unrelated content
Illumination
Rapid cognition or condensed reasoning that takes advantages of brain’s primary
processes
Netflix -> recommendation engine
Believe in your gut and leverage AI to validate your creative idea or make it
better
HOW TO DESIGN IN AN AI WORLD --------------- AI + HUMAN

8. Creative human
+
AI
=
Limitless Creativity
HOW TO DESIGN IN AN AI WORLD --------------- AI+HUMAN

9. Check out the high-level framework for designing in
AI:
https://rgabydesign.com/a-high-level-framework-for-
designing-with-ai-544285dbc9f
HOW TO DESIGN IN AN AI WORLD --------------- FULL REPORT

10. 10Emakina a SXSW / MARcH 2018
AI: READY TO DISRUPT
EXPERIENCE DESIGN?
TALK 2

11. As today’s AI rudimentary tools mature, experts believe designers will
step back from hands-on labor and let the software generate ideas and
even suggest complete solutions.
How might AI tools be introduced into a Experience Design
methodology?
How useful—and how good—can the resulting designs be?
What are the risks? Will we enter an era of homogenized experiences?
AI: READY TO DISRUPT EXPERIENCE DESIGN --------------- INTRODUCTION

12. AI: READY TO DISRUPT EXPERIENCE DESIGN --------------- INTRODUCTION

13. 67% lack of senior level understanding
88% lack of in-house technical expertise
56% daunting change in scope of human jobs
AI: READY TO DISRUPT EXPERIENCE DESIGN --------------- WHY IS AI NOT THERE YET

14. We are called to be architects of the future, not its
victims.
- R. Buckminster Fuller
AI: READY TO DISRUPT EXPERIENCE DESIGN --------------- FUTURE

15. AI: READY TO DISRUPT EXPERIENCE DESIGN --------------- FLOW
INITIATION UNDERSTAND CREATE EVOLVE RECONCILIATION
AI understands
quicker, but less
deep
Best to use AI +
human
Big learning
curve
Today great for
inanimate object

16. 16Emakina a SXSW / MARcH 2018
CREATE A PURPOSE-DRIVEN
BRAND BY DESIGN
TALK 3

17. With 60% of millennials identifying as “belief-driven” buyers, brands are
supporting worthy causes to grow loyalty and sales. But if done
incorrectly, brands risk doing themselves more harm than good. In this
session, R/GA Chicago ECD AJ Hassan and Todd Kaplan, PepsiCo VP
of Marketing will look at LIFEWTR’s #ArtByAWoman campaign as a
case study of how a global brand can execute a purpose-driven strategy
in an authentic, organic way.
CREATE A PURPOSE-DRIVEN BRAND BY DESIGN --------------- INTRODUCTION

18. What is a purpose driven brand?
Cause -> moments that help meet someone’s need
Cultural -> moments that make a statement
Core -> more than a moment, a consistent mode of behavior
CREATE A PURPOSE-DRIVEN BRAND BY DESIGN --------------- WHAT IS IT

19. CREATE A PURPOSE-DRIVEN BRAND BY DESIGN --------------- CAUSE

20. CREATE A PURPOSE-DRIVEN BRAND BY DESIGN --------------- CULTURAL

21. Purpose driven brands:
- Look to impact society and culture
- Live by their core beliefs
- Build relevancy through purpose driven actions
CREATE A PURPOSE-DRIVEN BRAND BY DESIGN --------------- WHAT IS IT

22. - People pay attention to culture
- People share stories that say what they want to say
- People pay attention to stories their friends share
80% of millenials are believe driven buyers.
CREATE A PURPOSE-DRIVEN BRAND BY DESIGN --------------- WHAT IS IT

23. CREATE A PURPOSE-DRIVEN BRAND BY DESIGN --------------- EXAMPLES

24. CREATE A PURPOSE-DRIVEN BRAND BY DESIGN --------------- EXAMPLES

25. CREATE A PURPOSE-DRIVEN BRAND BY DESIGN --------------- EXAMPLE
Until we get more
#ArtByaWoman in
musea we’ll be
bringing them out in
the open.

26. 26Emakina a SXSW / MARcH 2018
HOW TO TELL THE TRUTH
LIKE A LIAR
TALK 4

27. It’s been said that the truth will set us free. But the last 12
months have shown that the “illusion” of truth is more powerful
than truth itself. This is because our brains can’t differentiate
between what is true and what feels true – and it's wreaking
havoc on our most basic institutions. As marketers, is the lesson
that we should lie to achieve our goals? This session will
present a more optimistic view: let’s use behavioral science to
learn to tell the truth like a liar.
HOW TO TELL THE TRUTH LIKE A LIAR --------------- INTRODUCTION

28. The truth is an illusion. The human brain has
extreme difficulty differentiating what is true
and what feels true.
HOW TO TELL THE TRUTH LIKE A LIAR --------------- ILLUSION

29. Most of the “facts” or “truths” that we debate
today are perceiver-dependent.
HOW TO TELL THE TRUTH LIKE A LIAR --------------- FACTS

30. You must find authentic ways to reduce the
perceptual gap between your viewpoint and
the beliefs and values of your audience.
HOW TO TELL THE TRUTH LIKE A LIAR --------------- AUTHENTICITY

31. You have to achieve
synchrony
To drive action, evolve perceptions,
persuade.
HOW TO TELL THE TRUTH LIKE A LIAR --------------- SYNCHRONY

32. Find their truth niche.
Find a shared belief and start from there.
Embody trust.
HOW TO TELL THE TRUTH LIKE A LIAR --------------- SOLUTION

33. HOW TO TELL THE TRUTH LIKE A LIAR --------------- SOLUTION

34. HOW TO TELL THE TRUTH LIKE A LIAR --------------- EXAMPLE

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