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01 Science and technology promote the development and progress of the times
With the invention and use of electronic computers, the all-round information time and space of human knowledge have been opened, and human beings have entered information civilization from industrial civilization, and gradually the network has become the basic platform for people to carry out social activities.
The emergence of smart phones has connected people's remaining fragmented time to the network, and all the data on the network has been recorded and stored, and the data dividend has allowed more and more enterprises to try to transform and move towards the road of digital transformation, and a positive cycle of "data generates data" gradually forms.
The development of computers has brought cryptography, probability, statistics, algorithms to practice, and has had a huge impact on the latest technologies such as cloud computing, blockchain, digital currency, etc. Artificial intelligence has been rapidly advanced in the past few years, including natural language processing, computer vision, machine learning, and more.
Through the application of these technologies in various fields, smart homes, smartphones, self-driving cars, etc. are gradually gaining popularity. Automated production, intelligent customer service, intelligent medical care, etc. have begun to change the way we live and work. The technology landed, the speed of commercialization has also accelerated, and GhatGPT takes only 5 days from 0-1 million users, far faster than other platforms. Even if human beings have just entered the digital age, they have vaguely touched the door to the intelligent world.
02 All things can be connected, and 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 intervened in the network, which is also the prototype of the Internet of Things.
However, due to the limitations of the development level of wireless networks and sensing equipment at that time, it did not attract enough attention. With the popularization of smartphones and the in-depth application of 5G networks and cloud services, it has become a reality to form a "connected network".
From smart TVs, smart homes, smart cars, medical health, smart toys, robots, etc. to the field of wearable devices, the Internet of Things continues to penetrate diversified consumption scenarios through smart hardware, making life more convenient, comfortable, safe and energy-saving.
Xiaoai's role in Xiaomi's intelligent ecological chain is self-evident, providing users with personalized services with its capabilities in natural language processing, speech recognition, voice interaction, and smart home control.
Xiaoai's active users have reached 120 million+, making it the most active AI platform in China. Xiaomi's AloT all-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 brand care.
In the real scene, the brand took on the first pediatric fever intelligent assistant of Baoma in the new era with the help of Xiaoai's fever, with the help of Xiaoai's screen speaker and second-second temperature measurement AI technology to get through, Bao's mother can immediately know the child's temperature status by asking Xiaoai by voice, while Xiaoai's screen speaker will also display the corresponding nursing tips according to different body temperatures, and even recommend suitable drugs and nearby pharmacies. With the help of Xiaoai, the care from the brand is passed on, so that Baoma can feel at ease and can calmly cope with it.
With urbanization and the acceleration of the pace of life, do you often get up because of poor sleep. Since having Xiaoai at home, I have gradually become accustomed to this good partner, and I will say hello to it every day before getting up and ask about the weather conditions of the day, and her cute and sweet voice will make your mood immediately happy.
Coffee brands integrate advertising and nature dialogue through native implantation, Xiaoai will remind you when replying: "Tmall search coffee Xiaobai believes that you will definitely have a Nescafe with the brand... Resonance, I really want to activate myself with a cup of coffee, but no coffee? It's okay, hurry up and search for coffee Xiaobai on Tmall, and you can drink delicious Nescafe coffee the next day.
Pets bring companionship and pressure to people in busy lives, release it is also a catalyst for people to socialize, pets have become a fashion and lifestyle choice, people pay more attention to the health of pets.
Nestlé-Guaneng and Xiaomi for the first time opened up the Xiaomi ecological chain, took advantage of the unique advantages of the Xiaomi ecological chain, customized innovative hardware "Smart Pet Bowl", deeply explored the value of pet health data through the development of software, and provided scientific feeding solutions. And with the help of the industry event "It Expo".
To let more people participate in the customized feeding plan on the spot, the brand hopes to pass the concept of scientific pet feeding to more pet people, cultivate scientific feeding habits, accurately target pet people, and deliver brand value.
OceanConnect is an IoT platform launched by Huawei based on a unified IoT connection management platform, which seamlessly connects with upstream and downstream product capabilities through open APIs and serial agents, providing 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 network infrastructure, cloud computing, Artificial intelligence and other fields.
In particular, Huawei is relatively strong in technology research and development in the field of IoT, and its self-developed HarmonyOS is considered to be one of the leading technologies in the field of IoT. Huawei pays more attention to industry solutions and provides enterprise users with comprehensive IoT solutions such as IoT platform and edge computing cloud services.
The technical application of the Internet of Things is very mature, but with the development of artificial intelligence technology, in the future, the Internet of Things and artificial intelligence will likely integrate with each other, through the Internet of Things to generate, collect massive data from different dimensions of data in the cloud, edge end, through big data analysis and higher forms of artificial intelligence, can achieve the data and intelligent connection of all things.
Although IoT and AIoT are the same, through the empowerment of AI, users will get a more personalized user experience and a better operation experience. AIoT is the future development trend, which will affect all walks of life and even industry disruption.
03 Human-computer interaction: an important area for the future development of the metaverse
The new crown epidemic has accelerated social virtualization, the whole society has increased the amount of time spent online has increased significantly, and the stay-at-home economy has "developed rapidly; Online life has become the norm from a short-term exception, and the trend of relying on virtual worlds is likely to continue, thereby promoting the development of the metaverse.
The term "Metaverse" was born in the 1992 science fiction novel "Snow Crash", which simply put, everything and everyone in the real world is digitally projected into a cloud virtual world, where you can do anything you can do in the real world, even do things that the real world can't.
Human-computer interaction is an important field for the development of the meta-universe in the future, and it is also one of the bridges between the meta-universe and reality, and the digital technology that realizes human-computer interaction in this field has VR virtual reality / AR augmented reality / MR mixed reality / CR image reality / XR extended reality.
Dentsu China established the V-R Lab as early as 2017 to try to bring customers a one-stop VR solution. With the continuous iteration of communication and computing power, artificial intelligence and VR/AR devices, the popularity of the meta-universe continues to rise, giants have successively announced the layout of the meta-universe track, Facebook directly changed its name to Meta, ByteDance invested heavily in the acquisition of VR startup Pico, showing the ambition of domestic giants to layout the meta-universe, In May 2022, XRXSTUDIO, a cross-group organization "XRXSTUDIO" formed by the R&D Department 0 Dentsu Innovation Initiative of Dentsu Group and Dentsu Japan Network, officially began operation. Its main task is mainly to provide comprehensive metaverse solutions for enterprises.
Dentsu Group has also continued to invest in ambr, a virtual space service provider, and its investment in ambr is called by dentsu as the beginning of formal participation in the metaverse, which is considered to be laying out marketing business in the Web 3.0 era, and accumulating technology and customers in advance.
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 smart libraries.
In the actual scene, through 3D scanning technology to replicate the whole picture of the offline library and restore it online, users can experience the feeling of shuttling through the library under the blessing of VR technology, the digital matrix bookshelf can find the corresponding books more conveniently, blockchain technology generates a unique digital certificate for each book, on the basis of protecting its digital copyright, to achieve real and credible digital distribution, purchase, collection and use, into a real digital collection.
In terms of VR, Huawei has outstanding technical capabilities, launched a 5G VR platform in 5G, which can support multiple headsets, and provides a faster and more stable network experience through cloud rendering and streaming media transmission technology. In terms of AI, it has launched a series of AI chips, which are suitable for application scenarios such as speech recognition and image recognition that require low latency and high concurrent computing power. In terms of ecological cooperation, Steam VR was launched in cooperation with Valve, which can provide a smoother gaming experience.
AR technology has become more and more mature in the commercial application of virtual try-on through retailers, technology companies and even Internet companies, and has been widely used in social platforms (Instagram, Snapchat), video websites (Youtube), e-commerce platforms (Taobao, Tmall JD.com), mini programs (Douyin, WeChat, Taobao) and other channels. Estée Lauder, Shiseido, Kose, Chanel, Armani, L'Oreal, Givenchy, MAC and other beauty brands have tried.
For example: Sephora partnered with ModiFace to launch an AR-enabled makeup mirror; L'Oréal acquired technology company ModiFace and launched the first dynamic virtual makeup trial app on the WeChat mini program; Alibaba has directly invested in PERFECT to provide lipstick color testing for many beauty merchants; Megvii's FaceStyle beauty cloud solution allows buyers to achieve one-click virtual makeup try-on when shopping for beauty products on live streaming and e-commerce platforms; Huawei also added an AR try-on module when the P50 Pocket folding machine was launched.
Compared with traditional offline marketing, the average customer will not try lipstick more than 4 times, and the number of eyebrow makeup attempts is less, after all, the impact of eyebrow shaping on makeup is irreversible in the short term. As for hair dyeing, there is no possibility of color trying, but the use of AR virtual try-on can solve the above problems well.
AR technology adds products to real images, and real-time facial monitoring tracks changes in facial features, expressions, and light, restoring real skin tone and makeup experience. To bring users a sensory experience close to the real scene, users experience multiple products and choose the most satisfactory one, and virtual try-on is the same principle.
Customers ensure that the product number is unified and consistent with the offline store, and users can easily confirm the product and jump to the online e-commerce channel to place an order, or take the method of "online booking, offline pick-up" to the offline store to pick up the physical product or do the physical experience. Virtual try-on also allows users to try experiences that aren't available offline, such as limited-edition products or digital collectibles.
In the digital era, users' network behavior can be recorded and stored, these data can help users view the results of makeup try-on comparison and analysis suggestions, dentsu China also has the ability to achieve data accumulation, insight analysis and application for customers with user permission, using these digital assets to help customers recall old customers to repurchase, advertising optimization, but also to help optimize so that consumers get a better experience.
04 AI empowerment to drive a new round of business revolution
If the Internet of Things makes our lives more convenient, comfortable, safe and energy-saving, and the reality of computer simulation allows us to experience the realistic three-sense, visual, tactile, smell and other multi-sensory virtual worlds, and the combination of virtual and reality has infinitely expanded our imagination space.
Then ChatGPT and AIGC, which have shaken the world this year, may be the key to lead us to the door of the smart world. The empowerment of AI will not only affect the technology community, but also the legal world, and it will also lead to 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 dedicated to natural language processing under this artificial intelligence system. AIGC, on the other hand, is a generative content creation tool based on multiple models and artificial intelligence technologies.
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 type of content creation after PGC and UGC. From Web 1.0, where information is output in one direction, to Web 2.0, where people can communicate with each other in both directions through the network, to Web 3.0, which is a new link between people and networks built by artificial intelligence, associated data, and semantic networks, the demand for content is growing rapidly.
The generation of AIGC uses artificial intelligence to learn knowledge graphs and automatically generate content, and is assisted by humans in content creation or completely generated by artificial intelligence, which not only improves the efficiency of content generation, but also improves the diversity of content.
With the popularity of the Internet and mobile Internet, content creation has become a huge market. The government has been encouraging scientific and technological innovation and industrial upgrading, and has also given certain policy support for the research and development of AIGC technology. The Measures for the Administration of Generative Artificial Intelligence Services (Draft for Comments) have also been issued to regulate the artificial intelligence market.
This is also a potential driving force for domestic companies with major technology and Internet backgrounds to compete for research and development. Although AIGC started late in China, several large companies such as Baidu, Alibaba Cloud, and iFLYTEK have released test versions, and I believe that soon other companies will bring good news.
At present, AIGC has realized intelligent writing, intelligent painting, intelligent music, audio editing synthesis, intelligent video, code generation, game development, digital human and other capabilities. Especially when the combination of digital people and marketing business requires the integration of multiple capabilities.
Huawei used digital human technology to create Huawei's first PACD mixed-race employee for overseas markets, and appeared on the Huawei news panel as a digital host, unveiling the highlights of Huawei's successful MBBF in Bangkok. And through Huawei's global social network released this video. Digital humans not only demonstrate Huawei's cutting-edge high-tech image, but also become close friends of the younger generation around the world.
Compared with the first generation of virtual idol Hatsune Miku, Metahuman is not only a conceptual upgrade of virtual idol, but also has broader publicity and application scenarios, and it can become a digital employee, serving various scenarios within the enterprise, undertaking welcome, training, hosting, explanation and other work;
It can link enterprise traffic, operate on all platforms such as social networking and live broadcasting, online and offline common communication to promote the expansion of marketing boundaries, it can set up a perfect and never overturned for corporate product spokespersons, endorsement forms are diverse and unconstrained, to create enterprise exclusive virtual IP, just like real stars, not only endorsements, but also in music, film and television, variety show multi-habitat development.
As one of the pioneers of China's e-commerce industry, when people are still trying to understand the metaverse, Alimama has combined the iteration of digital human digital collections, digital interactive media and other technologies with commercial operations. Since joining Alibaba in September 2021, AYAYI officially joined Alibaba as the first digital employee and served as the "digital manager of Tmall Super Brand".
Not only uses AYAYI social accounts as a carrier, but also conveys her attitude and personality through daily displays. As a "3D hyper-realistic digital human" in the sense of the overall effect has been very close to the real person, AYAYI with its ultimate beauty, high degree of realism and its flexible and elegant temperament, so that her connection with real life has been sharply enhanced, but also aroused the attention of domestic art, technology, business and trend intersection fields, becoming one of the most active and fashionable IPs in 2021 based on the personalized consumption needs of Generation Z people breaking the convention. AYAYI shows young consumers the brand's avant-garde expression of futuristic trends, and also adds a unique key chip for the cooperative brands to win the favor of young people in the main consumer market.
In the following year, based on the Taojie e-commerce logic of "people, goods, and venues", Alimama quickly built a digital innovation business matrix of the metaverse with digital people, digital collections and digital interactive media, and combined with consumer experience innovation, brand management innovation continued to bear fruit.
Taking digital collections as an example, based on the Taojie e-commerce ecosystem, digital collections have become another unique brand supply for Tmall merchants in addition to physical goods, samples, and gifts. Alimama has also built a complete set of full-link platform-level capabilities based on digital collections, from design and casting, on-chain distribution interactive experience to long-term collection, helping brands achieve comprehensive operation from new interaction to precipitation and recall of users.
In 2023, AI empowerment will bring new entrepreneurial opportunities to all walks of life, and the dividends of the traditional growth path of mobile Internet are gradually disappearing, and Alibaba Group will take the lead in launching a new round of corporate governance reform before a new round of business revolution is coming. At the same time, at the 2023 Global Brand Management Awards and M Awards ceremony held by Alimama, with the announcement of the list, the core competencies running through this year's M Awards One by one management science ushered in another upgrade, and the serialized intelligent delivery capabilities were fully unveiled.
Media serialization capabilities MTA+ (Consumption Path Global Journey Attribution Technology), Content Serialization Capability ACE+ (Alimama Content Intelligent Marketing Express) and Crowd Serialization Capability SDH (Alimama Marketing Privacy Computing Platform) help merchants achieve the definite growth of global operation with three major technical capabilities.
In order to further achieve the certainty and controllability of business goals, Alimama released TargetROAS (Serialized Control Production Comparison Effect Guarantee Mechanism) to make merchants more "secure". In the future, it will ensure the certainty of merchants' global operation with one-stop intelligent effect delivery, integrated brand management and global product efficiency serialization joint investment.
With the further development of artificial intelligence and machine learning, blockchain technology, cloud computing and big data, Internet of Things, virtual reality and augmented reality, etc., the future marketing will also obtain more accurate target audience positioning, more personalized marketing experience, more flexible marketing means, and more efficient marketing cost control.
At the first China AIGC Industry Summit held in Beijing on March 30, Qubit Think Tank released the "China AIGC Industry Panorama Report" and selected the 50 most noteworthy AIGC institutions in China.
With the input of more funds, talents, and scenario data, the AIGC industry is accelerating towards a wider range of fields. It is estimated that the mainland AIGC market size will reach 17 billion yuan in 2023, and the overall AIGC market size will exceed one trillion yuan.
We have also seen that the competition in the domestic AIGC track has begun, especially in improving the problem of inefficiency, and it is not an exaggeration to say that it is "involution". 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, generate product backgrounds through training systems, and then intervene in editing by designers to avoid distortion of product information. Although manual involvement is still required, the time taken for the same result has been shortened from 2-3 working days to 2-3 hours, which has also greatly reduced costs.
2. In the design of pet food photos, through artificial intelligence technology, the background and animal model of pet food photos can be generated at the same time, without spending huge costs to hire designers, framing, and shooting.
3. Through the adjustment of command information, the results generated by artificial intelligence are ever-changing, and even produce results that break through our daily thinking and imagination, which is impressive, causing heated discussions on social networks and attracting a lot of attention.
4. AI is used as a junior consultant, not only can it provide insights and explanations, through semantic analysis and appropriate intervention correction, as well as the analysis of a large number of past success stories, AI can also provide you with suggestions for next steps in cooperation.
5. AI-generated digital humans, whose values and styles can be preset, cooperate with brands as Internet celebrity IPs, and will never fall into scandals and damage brand image building. And it can work tirelessly, and as technology develops, the cost of using it will become more and more affordable.
6. Digital humans can endorse not only physical products, but also digital products, so you don't have to hoard inventory, products can be sold through pre-sale or digital collections, and this form is also widely preferred by the new generation.
7. Artificial intelligence can write great copywriting, in addition to creating a vivid story specifically for your product, it can also take care of naming, taste development, packaging and poster design.
05 Respond to the problems and challenges of science and technology governance with credible AIGC
Development always coexists with challenges, and the development of AIGC also faces the challenges of many scientific and technological governance issues. At present, there are mainly four challenges in intellectual property, security ethics and environment.
AIGC has become an urgent issue facing the development of the entire industry, such as new copyright risks such as personal portrait rights, reputation rights, personal privacy rights, and intellectual property rights. In terms of environmental impact, AIGC model training consumes a lot of computing power, resulting in staggering carbon emissions.
In order to meet the above challenges, in the next era of artificial intelligence, people need to develop AIGC technology more responsibly and locally, and create a credible AIGC ecosystem.
All sectors of society need to participate in and respond together, establish a credible AI ecosystem through legal, ethical, technical and other measures to support the construction of a credible AI ecosystem, and work together to deal with energy consumption in the field of AIGC, promote the development concept of green AI, and strive to build a green, sustainable and environment-friendly AI model to achieve intelligent and low-carbon integrated development.
For example, on the issue of portrait rights infringement, Tencent Youtu Lab has launched Faceln's face anti-counterfeiting product, which can automatically detect and accurately identify whether face forgery technology is applied in videos and images.
Report source: dentsu
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