David Shing is a dazzling figure in the creative scene. He says of himself: “During the day, I am the digital prophet of Verizon Media (Editor’s note: Verizon Media is the umbrella brand of AOL, Yahoo and Tumblr)looking for new business models around the world. At night I’m a singer and songwriter – by mistake. ”
From 2015 to 2017, he has been mixing Dmexco as a speaker. But not only there does he share his knowledge. At the AI Masters conference, he addressed the question of how all the audible, tactile, and wearable new technologies will affect consumer behavior and what we can do to ensure that these technologies make our world a little more humane.
LEAD author Yvonne Göpfert spoke with David Shing during the AI Masters.
LEAD: Which song comes to mind when you think about digitization? A song that describes the current changes.
David Shing: It’s almost too obvious, but “Changes” by David Bowie is of course the perfect song to describe exactly what’s happening in the industry right now.
Are there any skills from Alexa or Google Action that have convinced you so far?
Currently I play around with Alexa, Google and Apple. My first conclusion: Google wins. Building on new technology capabilities with service providers such as IFTTT (If This, Then That) makes multi-action programming a breeze. But also the learning abilities of Google Wonder are really impressive. I tried the devices intensively and tested. All three of them manage to look more human with their cheeky features.
Why are so many skills used once and never again?
In order to make room for new habits, we humans have to break away from old habits. For example, speech recognition is a technology with a great deal of potential. But until it actually enters the daily lives of users and changes our usage behavior on the respective devices, there is still a long way to go. Until then, we humans will continue exploring and exploring all the new opportunities that new technologies offer us.
Artificial intelligence is based on algorithms and statistics. You say that technology will make man more human. How can that be in such a contradictory constellation?
I understand that at first this sounds like a contradiction. But if we take a close look at artificial intelligence and its added value, it becomes clear that as far as I get the information that I want in the context of Smart Services, it feels more human and personal to me. KI can take people a step further and make them discover new things – be it visual, auditory or audiovisual. If she then understands my situation and understands my needs, then it really helps me – just like people who surround me.
It’s overwhelming to see how much AI – in theory – can move. At the same time, it’s also frustrating because it’s not so mature right now, the services are often slow, and the results that are tailored could be better. There is still room for improvement – but that’s part of it.
Looking at audio again, it quickly becomes clear that this technology field is developing dynamically. From this development we have to pull the learnings and draw the relevant data from them in order to be able to take further steps forward. Even with the natural speech recognition, we have not yet arrived at the destination. With my Australian hybrid accent, the technology only works in about 60 percent of the time. That can be frustrating at times.
“New technologies should provide me with services that are available to me when needed and at the right moment, and in other cases imperceptible.”
What role does audio play in the future of marketing?
Here we are currently still in a process of finding out how best to use audio for marketing. But brands can initially see it as an opportunity to expand their brand iconography. Strong brands can be recognized with auditory means in seconds. In some cases, brands are already successfully using this today. So audio offers a lot of potential for the success of brands.
Also interesting: Voice Marketing: Brand loyalty becomes the highest good
What will audible and perceptible products look like in the future? Which criteria do you have to fulfill?
Regardless of the purpose, all technologies should not only be beautifully designed, but also integrate seamlessly into the human environment. The material should also feel more organic. New technologies should provide me with services that are available to me when needed and at the right moment, and in other cases imperceptible.
Already today, there are numerous examples of such products – from the Bose AR sunglasses, which use voice and sound to give me an informational context, via Mui, the wooden display that hangs on the wall to control a smart home, to the rollable LG Signature TV.
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Technology in the body – is that an option for you?
The idea itself is great. However, the human body is organic, but technologies like RFID or NFC chips are not. The services that these technologies offer are currently very limited. For instance, technologies in the body initially sound like a good idea, but you still have to overcome a few hurdles before that.
A good example of this is provided by medicine: With technologies in the body, examinations, for example, become a risk in MRI. Accordingly, it would amount to the fact that the medical care due to the embedded technology can only partially be guaranteed. In addition, I have also noticed in myself that the body often rejects tattoos and piercings and reacts accordingly. This could also happen with implanted technologies.
Finally, there is the discussion on data protection, which must be ensured at all times. There are still some hurdles to overcome before this topic can really establish itself.
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