The iPhone moment of AR is impending.<\/a><\/p>\n\n\n\nTim proclaims that eventually we will look back and wonder, \u2018how did I ever survive without AR everywhere?\u2019; much like how we are in awe that we ever managed to maintain a group of friends, navigate to somewhere new or order anything to arrive by post without the internet (that is, if you are old enough to remember a time without the internet \u2013 sadly, I am).<\/p>\n\n\n\n
It\u2019s AR and not VR that will be the most common immersive technology we will all be engaging with in the years to come.<\/p>\n\n\n\n
Where an accompaniment to my childhood was computer games that gradually improved in graphical fidelity and story depth, we\u2019ve adapted to new technologies that have had a profound impact on how we lead our lives.<\/p>\n\n\n\n
My daughter now finds it completely normal to have a conversation with a smart device. Because of my job, she\u2019s also pretty with it when it comes to AR. I have little doubt she will become used to information being embedded seamlessly in three dimensions around her.<\/p>\n\n\n\n
So machines may well be on the verge of understanding in real time, or even predicting India\u2019s emotions and delivering relevant data for her to consume all around her, immediately. In many ways, a story or a piece of entertainment content is simply a series of well-crafted pieces of data constructed and delivered in a specific sequence to deliver meaning and provoke response\u2026 With various story arcs bringing about a multitude of emotional responses.<\/p>\n\n\n\n
When I started to look at it in this way it\u2019s sort of obvious that machines will be able to construct \u2018stories\u2019 that will illicit desirable responses in their human audiences in future. The smart people at MIT have been working to create a \u2018story learning machine\u2019 which will ultimately be able to map the relationship between a specific story type and how we mortals then engage and spread that story.<\/p>\n\n\n\n
The implications of this in the world of brand comms within which I work will be profound. Machines scientifically guiding brand storytellers on what story will best engage what audiences, and when\u2026. that used to be the sole domain of the Mad Men. We may not be on the verge of Creatives and Copywriters being replaced by machines. Creativity will remain a skill owned by humans for some time to come. But don\u2019t be surprised if we start seeing AI popping up in the credits for creative campaigns in the near future.<\/p>\n","protected":false},"excerpt":{"rendered":"
The capability of machines to connect with us and take on human tasks in the creative world is advancing at a tremendous rate. Our CEO explores what this means for us – should we be afraid of creatively-dominant AI or should we embrace it?
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