Three Mic-Drop Answers for Cannes

We all know the moment. Still dazed from last night’s MMMM party, while sipping your morning Dom Perignon, you’re staring at the reflections of the sun painting a picture on the pristine white hull of another 5 million dollar agency yacht and wonder: “How did I get home last night?”. Suddenly a distant voice says ‘don’t you agree?’ and realise you have to say something intelligent to justify you being there in the first place. Here’s three mic-drop replies.

Answer 1:

Did you know that 46% of the people in the US use voice assistance, but only 2% of marketers see it as a priority?

Kapow! Pure gold. But also true according to PEW and Adobe. There are multiple trends that confirm voice will be huge. The rise of A.I. has drastically improved quality of voice recognition and machine reading comprehension (does the machine actually understand what I need?). The enormous push from Google and Amazon are helping (at the end of the year Google Home was launched in Holland). Brands need to be ready because people will simply expect you to listen (and talk back). So, how does your brand speak and sound? What is the next chapter in brand guidelines? And how can you improve your customer experience in voice?

Answer 2:

Very interesting. But 2018 will be the beginning of the end of the smartphone. Are you ready for that?

Say what!? According to Amy Webb of The Future Today Institute, the end of the smart phone is near. For the first time ever, 2017 saw a drop in worldwide sales in smartphones (Gartner). Most everyone has a smartphone but despite all the new innovations aren’t standing in line to buy the next one. A trend that is expected to continue. It is expected that we will all move to voice, and throw the tiny black bricks away! Nice!

Answer 3:

Hmmmmm. But if we implement Generative Design and A.I. in our branche, what will be left over?

Everything based on rules and patterns will soon be done (much) better by A.I. For example, China is investing heavily and the number of A.I. start-ups which have almost quadrupled between 2010 and 2015. After the world champions in GO and Dota2 were defeated, the world champion in advertising is certainly the next victim. ‘No! They will never be truly creative!’ sceptics will say. This might be true (ultimately everything is based on rules and patterns). However, a computer that can make itself better is definitely faster with testing options and serving precisely the right message at the right time. This makes a huge difference when you are trying to sell product.

Jeroen Thissen

Creative Director at CODE D’AZUR
Jeroen Thissen is Creative Director at creative digital agency CODE D’AZUR. The agency develops campaigns, services and products for the likes of KLM, Tele2, Red Bull and ABN AMRO, according to their ‘Stand Out, Fit In” principle. Their work for KLM has been awarded multiple times for A.I. and innovation. CODE D’AZUR Ventures participates in various start-ups.

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