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With CES 2024 over, it’s clear that many in marketing and beyond have much to be excited about and much to fear about AI in the coming year.
Unsurprisingly, AI was definitely one of the hot topics in Las Vegas last week. Big brands and startups alike spent the week promoting new AI chatbots for everything from cars and bikes to smart TVs and personal devices. Meanwhile, other companies have capitalized on the past year’s generative AI hype to show off platforms for creating AI avatars, gaming experiences, and other uses for health, technology, and the home.
Despite all the talk about AI on and off stage, some marketers have noticed that many exhibitors aren’t promoting it inside their booths. Eric Hunter, brand strategy consultant at Performance Branding Consultants, said more mature technology companies on the showroom floor aren’t making it a “single point of differentiation” and are instead making it a larger He said he is focused on the benefits that can be gained by incorporating it into the solution.
“I started thinking that everything had AI built into the solution,” says Hunter, who previously served as Logitech’s global head of brand planning. “Almost everything will somehow leverage the ability to learn and improve performance in some way. When AI was presented as a major benefit, I was a little skeptical of their understanding of the technology. It was spot on.”
Sir Martin Sorrell, founder and CEO of S4 Capital, which owns Media.Monks, said AI was still in the “formation stage”. He is already seeing how AI is changing visualization, copywriting, hyper-personalization, democratization of knowledge, and other aspects of marketing. However, he still felt that many of the AI-enabled products shown at CES, such as smart refrigerators, were disappointing.
“I’m very bullish [AI]” Soler said. “It’s gotten a lot of attention and attention, but I think it’s going to be job-destroying. That doesn’t mean the output won’t be very useful. Think about it: You’ll be able to make better decisions about your portfolio and everything else.”
Amid AI excitement, others think there’s a lot to worry about
At CES, there were also many concerns about how generative AI could enable misinformation during a critical election year. In on-stage discussions, off-stage interviews, and many off-the-record conversations, marketers, AI experts, and policymakers discuss how to address various risks before 2024 is too late. I think this could be a competitive year.
On Friday, a bipartisan committee featuring four U.S. senators discussed Congress’ 2024 priorities for addressing AI and other emerging technologies. Sen. John Hickenlooper of Colorado said it’s important to be transparent about what AI is, what it isn’t, and how to tell the difference. He also pointed out that forcing companies to undergo some kind of strategic evaluation on a regular basis reassures consumers and helps build trust.
“That’s going to be one of the big issues here,” Hickenlooper said. “There’s so much suspicion and distrust…listen to some of the authors and creators. How protected are they? Each of these things needs to be adjudicated and resolved in real time. there is.”
Lawmakers also see the impact of AI on data privacy as a major issue. Sen. Cysia Lummis (Wyo.) told CES attendees that Congress should focus on how AI can be leveraged to improve data privacy, rather than just focusing on how it impedes privacy. He said he was looking for help thinking about this.
“We’re behind the eight ball,” Lummis said. “We are never in front of this.”
Beyond Gadgets: How AI-Powered Software Arrived at CES
CES has always been a big trade show for consumer electronics, but last week in Las Vegas several startups showed off new ways to apply AI to various software applications. Jared, a Paris-based fintech startup, gave a glimpse of how it uses inferential AI to power new apps to help people make smarter decisions with their money.
Focus, another Amsterdam-based startup, uses large-scale language models to help government and business customers analyze patent data to understand what kinds of emerging technologies are likely to dominate the future. We demonstrated how we can help you identify potential supply chain issues, identify potential supply chain issues, and notice potential areas for intellectual property theft. . The company is only using patent data, but is also considering adding more types of datasets, such as research articles, news, lawsuits, and clinical studies.
“For heads of research and development, we receive pitches from so many people, but we need quantitative data to determine which of those pitching actually have a genuine deal. There is no objective way to do this,” said Focus CEO Jurd van Ingen.
The future of AI and spatial computing
Marketing and technology experts were also excited about how AI can help enable spatial computing. While the Metaverse was almost nowhere to be seen or discussed, the CES showroom floor was filled with virtual reality, augmented reality, and mixed reality headsets.
Sony used CES 2024 to preview the Japanese giant’s new XR headset for spatial content. China-based XREAL demonstrated its new XREAL Air 2 AR glasses. Israeli startup Sightful has started selling Spacetop, an augmented reality laptop that combines a physical keyboard with an AR headset. Another Amsterdam-based startup, Holoconnects, had journalists interview its founder and CEO who appeared on his AI-powered Holobox at the company. But one of his biggest announcements in this space came from Apple. Apple announced the new Vision Pro in midweek, not even at CES.
Kathy Huckle, a technology and gaming expert who has written a book on spatial computing, puts AI models into various types of VR and mixed reality headsets to create augmented reality experiences in digital and physical spaces. We described it as a necessary “building block” for 3D-centric computing. .
“CES was an interesting conversation about how AI is coming into everything, first to our computers, and eventually to our phones,” Huckle said. “I also think 2024 is going to be the year of vision. This is the year of computer vision, the year of Apple Vision Pro, and the next phase of this AI revolution, the year of big vision models. All of this. It happens together.”
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