Original | Wen BFT robot
01 Technology promotes the development and progress of the times
With the invention and use of electronic computers, the all-round information space and time of human knowledge has been opened, and human beings have entered information civilization from industrial civilization. Gradually, the Internet has become the basic platform for people to carry out social activities.
The emergence of smart phones has also connected the remaining fragmented time of people to the network, and all the data on the network has been recorded and stored. The data dividend has made more and more enterprises try to transform and move towards the road of digital transformation. "Data Generating data” is gradually forming a positive cycle.
The development of computers has brought cryptography, probability, statistics, and algorithms to practice, and has had a huge impact on the latest technologies such as cloud computing, blockchain, and digital currency. Artificial intelligence has developed rapidly in the past few years, including natural language processing, computer vision, machine learning, etc.
Through the application of these technologies in various fields, smart homes, smart phones, and self-driving cars are gradually becoming popular. Automated production, intelligent customer service, and intelligent medical care have begun to change the way we live and work. The technology has been implemented and the speed of commercialization has also been accelerated. It only takes 5 days for GhatGPT to go from 0 to 1 million users, which is far faster than other platforms. Even though human beings have just stepped into the digital age, they have vaguely touched the door of the intelligent world.
02 All things can be connected, intelligence is the general trend
The concept of the Internet of Things (IoT) first appeared in Bill Gates' 1995 book "The Road to the Future". He predicted the application scenarios after objects intervene in the network, which is also the prototype of the Internet of Things.
However, due to the limitation of the development level of wireless network and sensor equipment at that time, it did not attract enough attention. With the popularization of smartphones, the in-depth application of 5G networks and cloud services, the formation of a "network connecting things" has become a reality.
Extending from smart TV, smart home, smart car, medical health, smart toys, robots, etc. to the field of wearable devices, the Internet of Things continues to infiltrate multiple consumption scenarios through smart hardware, making life more convenient, comfortable, safe and energy-saving .
The role of Xiao Ai in Xiaomi's smart ecological chain is self-evident. With its capabilities in natural language processing, speech recognition, voice interaction, and smart home control, it provides users with personalized services.
Xiao Ai's active users have reached 120 million+, making it the most active AI platform in China. Xiaomi AloT's full-scenario intelligent ecological capabilities penetrate into the core scenarios of users, and also create opportunities for brands to create one-stop cross-border AloT innovative marketing and deliver brand care.
In the real scene, the brand uses Xiao Ai to act as the first intelligent assistant for children with fever in the new era. When the child has a fever, it uses the Xiao Ai screen speaker and the AI technology to measure body temperature in a second, and Baoma asks through voice Xiao Ai can immediately know the temperature of the child, and at the same time, the Xiao Ai screen speaker will display corresponding nursing tips according to different body temperatures, and even recommend suitable medicines and nearby pharmacies. With the help of Xiao Ai to convey the care from the brand, Baoma can feel at ease and deal with it calmly.
With the acceleration of urbanization and the pace of life, do you often get up gas due to poor sleep? Ever since I had Xiaoai at home, I have gradually gotten used to this good partner. Before getting up every day, I would say hello to it and ask about the weather of the day. Her cute and sweet voice will make you feel happy immediately.
The coffee brand integrates the advertisement and the natural dialogue through native placement. Xiao Ai will remind you when you respond, "Tmall Search Coffee Xiaobai believes that you will definitely resonate with the brand. Nescafé, I really want to come A cup of coffee to activate yourself, but there is no coffee? It doesn’t matter, hurry up and search for coffee Xiaobai on Tmall, and you can drink delicious Nescafe coffee the next day.
Pets bring a sense of companionship and stress relief to people in busy lives. They are also a catalyst for people to socialize. Keeping pets has become a fashion and lifestyle choice. People pay more attention to the health of pets.
Nestlé-GN and Xiaomi have opened up the Xiaomi ecological chain for the first time. Taking advantage of the unique advantages of the Xiaomi ecological chain, they have customized innovative hardware "smart pet bowls", developed software to deeply mine the value of pet health data, and provided scientific feeding solutions. And with the help of the industry event "It Fair".
Let more people participate in the experience of customized feeding plans on the spot. The brand hopes to pass on the concept of scientific pet feeding to more pet owners, cultivate scientific feeding habits, accurately target the pet owners, and convey brand value.
Also involved in the Internet of Things field, Huawei's ecosystem focuses more on the application of ICT technology. OceanConnect is a unified loT connection management platform launched by Huawei, which realizes seamless connection with upstream and downstream product capabilities through open APIs and serialized Agents. The Internet of Things platform provides customers with end-to-end high-value industry applications, such as Internet of Vehicles, smart city, smart meter reading, smart parking, smart home, etc., covering various fields such as network infrastructure, cloud computing, and artificial intelligence.
In particular, Huawei is relatively strong in technology research and development in the field of Internet of Things, and its self-developed HarmonyOS is considered to be one of the leading technologies in the field of Internet of Things. Huawei pays more attention to industry solutions, and provides enterprise users with comprehensive IoT solutions such as IoT platforms and edge computing cloud services.
The technical application of the Internet of Things is already very mature, but with the development of artificial intelligence technology, in the future, the Internet of Things and artificial intelligence may merge with each other, and massive data generated and collected from different dimensions are stored in the cloud and edge terminals through the Internet of Things. Big data analysis and higher forms of artificial intelligence can realize the digitization and intelligent connection of all things.
Although there is a difference between loT and AIoT, users will get a more personalized experience and better operating experience through the empowerment of AI. AIoT is the future development trend, which will affect all walks of life, and even subvert industries.
03 Human-computer interaction: an important field for the development of the metaverse in the future
The new crown epidemic has accelerated the virtualization of society, the time spent online by the whole society has increased significantly, and the "stay-at-home economy" has developed rapidly; online life has changed from the original short-term exception to the norm, and the trend of relying on the virtual world may continue, thus promoting Metaverse development of.
The term "Metaverse" was born in the science fiction novel "Avalanche" in 1992. Simply put, it means that everyone and everything in the real world are digitally projected in a cloud virtual world. You can do anything in this world. Things you can do in the real world, and even things you can't do in the real world.
Human-computer interaction is an important field for the development of the metaverse in the future, and it is also one of the bridges between the metaverse and reality. At present, the digital technology for realizing human-computer interaction in this field already has VR virtual reality/AR augmented reality/MR mixed reality/CR image Reality/XR Extended Reality.
Dentsu China established a VR laboratory as early as 2017, trying to bring one-stop VR solutions to customers. With the continuous iteration of communication and computing power, artificial intelligence and VR/AR equipment and other fields, the popularity of the Metaverse continues to rise. Giants have successively announced the layout of the Metaverse track. Facebook directly changed its name to Meta, and ByteDance spent huge sums of money to acquire VR startups. Pico demonstrates the ambition of major domestic manufacturers to deploy in the Metaverse. In May 2022, the cross-group organization "XRXSTUDIO", which was established with the participation of Dentsu Group and Dentsu Japan Network's R&D Department 0 Dentsu Innovation Initiative, officially began to operate. Its main The main task is to provide comprehensive metaverse solutions for enterprises.
Dentsu Group has also continued to invest in the virtual space service provider ambr. The investment in ambr is called by Dentsu Group the beginning of its formal participation in the metaverse. It is considered to be a layout for the marketing business in the Web3. Customer accumulation.
Smart library is the most typical ternary space under the current digital technology: physical space, social space and information space. The network connection technology, data processing technology, right confirmation technology, virtual reality combination technology, and content production technology involved in the Metaverse can all be applied in the smart library.
In the actual scene, 3D scanning technology is used to reproduce the whole picture of the offline library and restore it to the online. With the blessing of VR technology, users can experience the feeling of shuttling in the library personally. The digital matrix bookshelf can find the corresponding library more conveniently. For books, blockchain technology generates a unique digital certificate for each book. On the basis of protecting its digital copyright, it realizes authentic and credible digital distribution, purchase, collection and use, and becomes a real digital collection.
In terms of VR, Huawei has relatively outstanding technical capabilities. In terms of 5G, it launched a 5G VR platform that can support a variety of headsets. At the same time, it provides a faster and more stable network experience through cloud rendering and streaming media transmission technology. In terms of AR, it launched HMS Core AR can provide a variety of AR application interfaces to quickly build realistic AR content; in terms of AI, it has launched the Yiteng series of AI chips, which are suitable for speech recognition, image recognition and other application scenarios that require low latency and high concurrent computing capabilities; ecological cooperation In cooperation with Valve, Steam VR can provide a smoother gaming experience.
AR technology has become more and more mature in the commercial application of virtual makeup try-on through retailers, technology companies and even Internet companies, and has been widely used in social platforms (Instagram, Snapchat), video sites (Youtube), e-commerce platforms (Taobao , Tmall, Jingdong), Mini Programs (TikTok, WeChat, Taobao) and other channels. Estee Lauder, Shiseido, Kose, Chanel, Armani, L’Oreal, Givenchy, MAC and other beauty brands have tried it.
For example: Sephora cooperated with ModiFace to launch a makeup mirror with AR technology; L’Oreal acquired the technology company ModiFace and launched the first dynamic virtual makeup trial application on the WeChat mini program; Alibaba even invested directly in PERFECT, providing lipsticks for many beauty merchants Color test function; Megvii's FaceStyle beauty industry cloud solution allows buyers to realize one-click virtual makeup trial when live broadcasting goods and purchasing beauty products on e-commerce platforms; Huawei also added it when the P50 Pocket folding machine was launched Launched the AR makeup try-on module.
Compared with traditional offline marketing, the average customer does not try lipstick more than 4 times, while the number of eyebrow makeup attempts is less. After all, the impact of eyebrow trimming on makeup is irreversible in the short term. As for hair dyes, there is no possibility of color testing, but using AR virtual makeup can solve the above problems well.
AR technology adds the product to the real image. i uses real-time facial monitoring to track facial features, expressions and light changes to restore the real skin color and makeup experience. Bring users a sensory experience close to the real scene. Users experience multiple products and choose the one they are most satisfied with. The same principle applies to virtual try-ons.
The customer ensures that the product number is unified and consistent with the offline store. The user can easily confirm the product and jump to the online e-commerce channel to place an order, or adopt the "online order, offline pick-up nearby" approach Ways to go to offline stores to pick up physical products or do physical experience. Virtual makeup try-on can also allow users to try experiences that cannot be obtained offline, such as limited-edition products or digital collection experiences.
In the digital age, users' online behaviors can be recorded and stored. These data can help users view the results of makeup try-on comparisons and analyze suggestions. Dentsu China is also capable of realizing this for customers with the permission of users One party’s data accumulation, insight analysis and application, using these digital assets to help customers realize member recall of old customers to repurchase, advertising optimization, and at the same time help optimization, so that consumers can get a better experience.
04 AI empowerment drives a new round of business revolution
If the Internet of Things makes our life more convenient, comfortable, safe, and energy-saving, the computer-simulated reality allows us to experience a realistic virtual world with three-dimensional vision, touch, smell and other multi-sensory senses. We expand the imagination space infinitely.
Then ChatGPT and AIGC, which shocked the whole world this year, may be the key to lead us into the door of the intelligent world. The empowerment of AI affects not only the scientific and technological circles, but also the legal circle, and it will also drive a new round of business revolution.
Generative AI is an artificial intelligence system that uses machine learning and deep learning techniques to generate new data or content. ChatGPT is a model specially responsible for natural language processing under this artificial intelligence system. AIGC is a generative content creation tool based on various models and artificial intelligence technology.
It can automatically generate articles, news, comments and other content that meet the requirements according to the keywords, topics and other information entered by the user. It is considered to be a new content creation method after PGC and UGC. From Web 1.0 with one-way output of information, to Web 2.0 with two-way interactive communication between people through the Internet, to Web 3.0 with a new link between people and the Internet formed by artificial intelligence, linked data and semantic networks, it is important to The demand for content is growing rapidly.
The generation of AIGC uses artificial intelligence to learn knowledge graphs and generate them automatically. In terms of content creation, humans are assisted or artificial intelligence is used to generate content, which not only improves the efficiency of content generation, but also increases the diversity of content.
With the popularity of the Internet and mobile Internet, content creation has become a huge market. The government has always encouraged technological innovation and industrial upgrading, and has also given certain policy support to the research and development of AIGC technology. The "Generative Artificial Intelligence Service Management Measures (Draft for Comment)" was also issued to regulate the artificial intelligence market.
This is also a potential driving force for companies with major domestic technology and Internet backgrounds to compete for research and development. Although AIGC started relatively late in China, several major companies such as Baidu, Alibaba Cloud, and iFlytek have released test versions one after another. I believe other companies will bring good news soon.
At present, AIGC has realized various capabilities such as intelligent writing, intelligent painting, intelligent music, audio editing and synthesis, intelligent video, code generation, game development, and digital human. Especially when digital human beings and marketing business are combined, the integration of multiple capabilities is required.
Huawei used digital human technology to create Huawei's first PACD hybrid employee for overseas markets, and appeared on Huawei's news panel as a digital anchor, unveiling the highlights of Huawei's successful MBBF in Bangkok. And released this video through Huawei's global social network. Digital people not only show Huawei's cutting-edge high-tech image, but also become close friends of the younger generation around the world.
In Metaverse, the character ID is the first asset. Compared with the first-generation virtual idol Hatsune Miku, Metahuman is not only an upgrade of the concept of virtual idols, but also has wider promotion and application scenarios. It can become a digital employee, service Undertake welcome, training, hosting, explaining and other work in various scenes within the enterprise;
It can link enterprise traffic, operate on all platforms such as social networking and live broadcasting, and promote the expansion of marketing boundaries through online and offline communication. Just like a reality star, not only endorsement, but also multi-habit development in music, film and television, and variety shows.
Alimama is one of the pioneers in China's e-commerce industry. When people are still trying to understand the metaverse, Alimama has already combined technological iterations such as digital human digital collections and digital interactive media with commercial operations. AYAYI, a digital person, officially joined Ali in September 2021, becoming the first digital employee and serving as the "Tmall Super Brand Digital Manager".
Not only uses AYAYI's social account as a carrier, but also conveys her attitude and personality through daily display. As a "3D super-realistic digital human", the overall sensory effect is very close to that of a real person. AYAYI, with her extreme beauty, high degree of realism, smart and elegant temperament, makes her connection with real life sharply strengthened, and also It has aroused the attention of domestic art, technology, commerce and the intersection of trends, and has become one of the most active and fashionable IPs in 2021. Based on the unconventional and personalized consumption needs of Generation Z, AYAYI shows young consumers the brand's future The trendy pioneer expression also adds a unique key bargaining chip for the cooperative brand to win the favor of young people in the main consumer market.
In the next year, based on the Taoist e-commerce logic of [people, goods, and markets], Alimama quickly built a metaverse digital innovation management matrix with digital people, digital collections, and digital interactive media, and combined consumer experience innovation , Brand management innovation continues to blossom and bear fruit.
Taking digital collections as an example, based on the e-commerce ecology of Taobao, digital collections have become another unique brand supply for Tmall merchants besides physical goods, samples, and gifts. Alimama has also built a set of full-link platform-level capabilities based on digital collections, from design casting, on-chain publishing interactive experience to long-term collection, to help brands realize comprehensive user operations from new interaction to precipitation recall.
In 2023, AI empowerment will bring new entrepreneurial opportunities to all walks of life Corporate Governance Change. At the same time, at the 2023 Global Brand Management Awards and m awards awards ceremony held by Alimama, with the announcement of the list, the core competency throughout this year's m awards, business science, ushered in another upgrade, and fully unveiled the serialized intelligent delivery ability.
Media serialization capability MTA+ (consumption path full domain full journey attribution technology), content serialization capability ACE+ (Alimama Content Intelligent Marketing Express) and crowd serialization capability SDH (Alimama Marketing Privacy Computing Platform), with three technical capabilities Help merchants achieve definite growth in global operations.
In order to further achieve the certainty and controllability of business goals, Alimama released TargetROAS (serialized control and production comparison effect guarantee mechanism), so that merchants will have a more "safety" in launching. In the future, one-stop intelligent effect launch, integrated brand management and global product efficiency serialization joint investment will ensure the certainty of merchants' global operations.
The future track of the industry will be more diversified and complex. With the further development of technologies such as artificial intelligence and machine learning, blockchain technology, cloud computing and big data, Internet of Things, virtual reality and augmented reality, marketing will It will also obtain more accurate target audience positioning, more personalized marketing experience, more flexible marketing methods, and more efficient marketing cost control.
This business revolution, which uses artificial intelligence technology to optimize efficiency, came earlier than we thought and developed more rapidly. At the first China AIGC Industry Summit held in Beijing on March 30, the Quantum Think Tank released the "China AIGC Industry Panoramic Report" ", and summarized and selected the 50 most noteworthy AIGC institutions in China.
With the input of more funds, talents, and scene data, the AIGC industry is accelerating towards a wider range of fields. It is estimated that the scale of my country's AIGC market will reach 17 billion yuan in 2023, and the overall AIGC market will exceed one trillion yuan.
We have also seen that the competition in the domestic AIGC track has already begun, especially in the field of improving low efficiency. It is not an exaggeration to say that it is "involved". There have been many successful cases in the industry such as:
1. The design team uses ChatGPT and Midjourney to reshape its e-commerce design, generates product background through training system, and then the designer intervenes in editing to avoid product information distortion. Although manual participation is still required, the time spent on the same result has been shortened from the original 2-3 working days to 2-3 hours, which also greatly reduces the cost.
2. In the design of pet food photos, the background and animal models of pet food photos can be generated at the same time through artificial intelligence technology, without spending a huge amount of money to hire designers, viewfinders, and shoot.
3. Through the adjustment of instruction information, the results generated by artificial intelligence are ever-changing, and even generate results that break through our daily thinking and imagination. This kind of peculiar result is impressive, triggering heated discussions on social networks and attracting a lot of attention .
4. Artificial intelligence is used as a primary consultant. It can not only provide insights and explanations, but through semantic analysis and appropriate intervention corrections, as well as the analysis of a large number of past successful cases, artificial intelligence can also provide suggestions for your next cooperation.
5. The values and style of the digital human generated by artificial intelligence can be preset. As an Internet celebrity IP to cooperate with the brand, it will never fall into scandal and damage the brand image. And it can work tirelessly. With the development of technology, the cost of using it will become more and more affordable.
6. Digital people can not only endorse physical products, but also digital products, so you don’t need to hoard inventory anymore. Products can be sold through pre-sale or digital collection, and this form is also widely liked by the new generation.
7. Artificial intelligence can write great copywriting. In addition to creating a vivid story for your product, it can also take care of naming, flavor development, packaging and poster design.
05 Respond to the problems and challenges of technological governance with credible AIGC
Development always comes with challenges, and the development of AIGC also faces many challenges of technological governance. At present, there are mainly four challenges: intellectual property rights, safety ethics and the environment.
The new copyright risks caused by AIGC, such as personal portrait rights, reputation rights, personal privacy rights, and intellectual property rights, have become an urgent issue facing the development of the entire industry. In terms of environmental impact, AIGC model training consumes a lot of computing power and leads to staggering carbon emissions.
In order to cope with the above challenges, in the face of the next era of artificial intelligence, people need to use AIGC technology in a more responsible and human-oriented way to create a credible AIGC ecosystem.
All sectors of society need to participate in and respond together, establish multiple measures to support the construction of a credible AI ecosystem through laws, ethics, technology, etc., and work together to deal with energy consumption in the AIGC field, promote the development concept of green AI, and strive to create a green and sustainable environment. The sustainable and environment-friendly AI model realizes the integrated development of intelligence and low carbonization.
For example, on the issue of portrait rights infringement, Tencent Youtu Lab has launched the Faceln face anti-counterfeiting product, which can automatically detect and accurately identify whether face forgery technology is used in videos and images.
Report source: dentsu
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