安索帕發(fā)-科技與人性2019趨勢報告（英文）

1、2,Over the last year we’ve witnessed the rise of a concept that centres on the relationship between technology and humans and the way in which this impacts our daily lives. We call this concept Augmented Humanity. S

2、o, what do we actually mean by this?,Augmented Humanity is what happens when humans work in harmony with technology and machine intelligence to expand and enrich life, helping us toexperience more and in deeper ways

3、, to make better decisions and to fulfil our potential as humans.,More and more, intelligent machines are dramatically transforming how we imagine our relationship with technology. The dramatic speed of development

4、 in areas such as AI andmachine learning means that the master and servant relationship is shifting and we’re increasingly moving to a point where we as humans work in harmony with the technology that surrounds us.,

5、Augmented Humanity,This has impacts on everything from how we work and play, to how we experience art, to how we travel, shop, spend our leisure time and engage with our favourite brands. Crucially it also has major

6、 implications on the time we spend on repetitive manual tasks that can be automated, optimised or digitised.,These changes fundamentally impact key aspects of our existence. As a result we believe that this state of

7、 Augmented Humanity is another key stage in our evolution as humans.,We see this development as a potentially hugely positive step for humankind. But we acknowledge that there are potential risks – some of which we

8、’re already beginning to see in our daily lives, played out in the current political climate and the emergenceof a backlash against technology companies. After all, technology amplifies the good – and the bad.,Throu

9、ghout this report we aim to highlight the benefits that technology brings to our lives, but we won’t shy away from the challenges.,We’ll explain why we believe that this is an important moment in human history, outl

10、ine some of the myriad opportunities that these developments open up and shine a light on someof the challenges posed by these developments. Crucially we’ll also highlight why businesses can’t afford to close their

11、 eyes to change and we’ll offer advice on navigating this new landscape in order to benefit in the future.,“2018 has been another year of enormous, constant change. With major developments in areas like voice techn

12、ology, unattended retail, extended reality, artificial intelligence and machine learning, our world continues to evolve.,Technology today plays a key role in driving relevance, scale, and elevating human experiences.

13、 The changes we’re seeing have the potential to transform fundamental aspects of our human existence, helping us to live better lives. It is our job to harness its wonderful power and potential for businesses and b

14、rands, in serving people better.,Our 2019 trends report shines a light on key themes for the coming year – and highlights the role that businesses and brands can play in the age of Augmented Humanity.”,– Jean Lin, Is

15、obar Global CEO,3,Augmented Humanity,Digital as a force for good?While the digital economy has driven growth and brought benefits to many, technological change also brings major challenges. As part of Dentsu Aegis N

16、etwork’s Digital Society Index Report from earlier this year, 20,000 people from around the world were surveyed to determine their openness totechnological change. The report found that just 45% of respondents belie

17、ve that digital will be a force for good. A further 57% of people believe that the pace of technological change is too fast.Digging further into the stats revealed intriguing differences by country. China emerged as

18、 the most optimistic country with 73% seeing digital as a force for good - perhaps explaining why the country leads much of the major advances in this area. The US on the other hand was more cautious, coming joint 6t

19、h on 41%. The UK finished in 8th on 40%.Overall, the report concluded that while people are generally confident that the positive impacts of digital technology will outweigh the negative over the next five to 10 ye

20、ars (65%), when it comes to the more specific measures of its ability to create future jobs (29%) and to address societal challenges such as poverty, health risks, or environmental degradation (42%), people are more

21、pessimistic.1,The context for change,If we look back 60 years and consider where we thought we’d be in 2019,it was a widely held belief that by this stage robots would now be rolling around our houses doing the hous

22、ework and releasing us from domestic drudgery. Like the Jetsons. But that didn’t happen.,Instead, it’s become obvious that a large, multi-purpose robot isn’t as effective as taking the components that make a robot u

23、seful and incorporating them into our own lives.,The features that those robots would have offered now become part of our indoor environments or integrated into everyday things. And so, instead of a single machine t

24、hat does many things, we have many machines that each carry out small tasks, essentiallyturning our environments into their own connected ecosystems.,This modular, mix and match approach is much more appropriate for

25、 humans with very individual needs and demands– rather than a one size fits all solution.,This approach now means that as a species we’re living in a state ofAugmented Humanity where technology scales our most human

26、 attributes – both good and bad.,As a result we now have faster access to information that can help inform our decisions. More and more, technology also enhances our life experiences and allows us to interact and en

27、gage in ways we didn’t know were possible. In the right hands, technology increases our capacity as humans – and indeed has the potential to redefine what it means to be human.,4,,,,The evolving interfaceHow the in

28、tersection between humans and technology is changing.,The human algorithmHow data can help us to better understand ourselves and enable better decisions.,The fluid vs the collective selfHow the digital world enhance

29、s personal and collective experiences.,,,The trust paradoxHow technology can help – or hinder – our understanding of the increasingly complex world around us.,The transformed experienceHow Augmented Humanity enables

30、 us to feel and experience the world differently and in deeper ways.,Our five themes for 2019,We will be exploring five key themes which we believe demonstrate how the relationship between humanity and technology i

31、s evolving. Each of these has implications for businesses and brands in the coming months and years.,In each chapter we’ll cover evolving trends and developments alongside key learnings for businesses and brands– a

32、nd showcase some of the best examples of these trends.,Augmented Humanity,,,,5,The evolving,interface,How the intersection between humans and technology is changing.,Augmented Humanity,,6,,First, we look at the startin

33、g point of our interactions with technology – the interface between humans and technology. This is a key point in anyevolutionary journey – learning how to use tools more effectively.,Developments in voice and gaze

34、as human machine interfaces allow people to go hands free when interactingwith machines. The removal of this physical layer reduces friction, opening up the possibility that we can access information as quickly as

35、we can think about it.,Undoubtedly the key discussion point in this space over the last year has been the growing importance of voice technology. However we will alsobe discussing major developments like unattended

36、 retail which rely on technology such as facial and retina recognition to change the way that weinteract with technology in everyday life.,The guiding principle behind these changes is the ambition to remove fricti

37、on from our interactions with technology and brands.,As ease of access continues to improve, this will undoubtedly impact on our behaviours as consumers – something that should be of interest to all brands.,6,1. Th

38、e evolving interface,1.1Voice,7,1. The evolving interface,,8,It has been impossible to avoid talk of voice technology in 2018 and there’s no sign that this trend will slow down throughout 2019.,Research now suggests

39、that already 20% of the US population2 has access to smart speakers.,The popularity of technologies such as Alexa, Google Home and Xiaomi’s Xiao AI smart speaker are starting to make voice assistants a common featur

40、e in many households across the globe.,Elsewhere, we’re finally seeing podcasts deliver on their early promise with the medium now firmly in the mainstream.3,We’re also seeing news media experimenting by moving from

41、 print straight to voice, as in the case of the recently launched Guardian Voice Lab.4,While this doesn’t necessarily mean that as a species we’re ready to abandon screens – some voice assistants now incorporate s

42、creens after all – the move from visual to verbal represents a fundamental shift.,The development of this trend will require a new way of thinking about brand identity, and calls for a new level of creativity in vo

43、ice search. Tellingly, GartnerResearch5 suggests that voice- driven search queries are on track to become the dominant search mode for mobile users.,1.1 Voice,Case study: Commerce-enabled voice solution for Bonafont

44、Isobar Group Brazil created the country’s first commerce-enabled voice solution for leading water brand, Bonafont. The application, called Bonafont Em Casa, allows customers to purchase water supply to their homes by

45、voice command. Each customer is served by the distributor closest to their home address. Delivery is made within one- and-a-half hours after the order has been placed, or by appointment if the customer prefers, with p

46、ayment also being made through the platform.,In addition to practicality and convenience the voice solution provides customers, Bonafont Em Casa was also designed to give more transparency to customers, giving them the

47、 option to schedule the orders, monitor the status of delivery, and enabling them to evaluate the quality of service of more than 85 registered dealers in Greater São Paulo.,,9,Amongst other things, brands now nee

48、d to consider how easily product names translate for voice. The importance of this can’t be understated. Many brands have several different pronunciations.Brands must now consider how they can standardise pronuncia

49、tion.,Beyond this, tech providers need to resolve how to deliver results in a medium where multiple search results don’t work. More and more we’re entering a world where the first result returned will be the default

50、 decision – resulting in the equivalent of the screen- based Google “I’m feeling lucky” search.,Voice technology is already fundamentally changing the way we search. As consumers become more used to having conversa

51、tions with assistants, so searches will likely become more conversational. Microsoft research shows that we’re already seeing an increase in questions as part of search phrasing. The use of queries,Case study: Voice

52、-enabled cocktail solution for DiageoIsobar worked with Diageo to create The Bar, an Alexa skill designed to help customers work on their cocktail skills at home. The Bar enables people to create their favourite cockt

53、ails and learn new techniques using the Amazon Echo Show, tapping into the latest voice technology and the visual functionality of the device. Users are presented with three different options for a complete 360 degree

54、cocktail making experience. The Bar is also enabled with commerce functionalities, allowing users to order the right ingredients directly through Amazon Prime.,,Case study: Voice-enabled mobile banner for Godrej Securi

55、ty SolutionsIsobar collaborated with Godrej Security Solutions (GSS) to launch India’s first voice- enabled mobile banner promoting the brand’s latest security camera. On Mother’s Day, GSS created an emotional digital

56、 video, #MomsJustKnow, focusing on maternal instinct. Isobar created a digital media campaign for GSS that leveraged the mother’s lullaby in the form of a ‘Voice Driven Banner’ ad to trigger a video, which was executed

57、 for the first time on a mobile device.,,The Conversational Canvas:A tool for businesses and brandsThe world of chatbots, digital assistants and smart speakers like Google Home and Amazon Alexais rapidly maturing.

58、 More and more brands are using these platforms successfully, the number of applications is growing exponentially and the userexperience is getting better. But how do you design a good conversational interface?To

59、help businesses and brands understand how to do this better, Isobar Netherlands has developed The Conversational Canvas7, a free template that helps you to design a digital assistant that really adds value.,1.1 Voice,

60、starting with “who”, “what”, “where” and “how” has increased by 6% in the UK since 2015.6,This development will make natural language search increasingly important.,It’s also important to note that voice technology w

61、ill allow brands to have their ‘own voice’ for the first time. In this new world, brands will be forced to consider what they should sound like.This presents a great opportunity, but also a challenge.,10,1.2The ret

62、ailinterface,1. The evolving interface,,11,,When considering the evolving interface, one of the most interesting areas of development is in the physical retail space.,Here, changes in how we interact with technolo

63、gy and brands are beingdriven by developments in facial, retina and finger print recognition, drivingus increasingly towards the cashless society.,Facial recognition is already playing a growing role in the mobile s

64、pace.Counterpoint Research predicts that more than one billion smartphones will include facial-recognition features in the next two years – that’s 64% of all smartphones in 2020, up from 5% in 2017.8 This is a tren

65、d which is set to impact many sectors.,Earlier this year, Amazon opened its first Amazon Go9 store in Seattle. The launch brought to mainstream attention the concept of unattended retail. Here, shoppers pick up item

66、s in the store and leave without paying. Amazon later bills the shopper’s credit card based on the items they selected.,While Amazon Go is the most high- profile unattended retail launch in the west, a number of ret

67、ailers – particularly in China – are trialling similar systems.,From a retail perspective, this development has huge implications for the store of the future, with the capacity to transform all aspects of shopping as

68、 retailers look to introduce increasingly frictionless experiences.,11,1.2 The retail interface,12,As a result of these trends, at Isobar we’re seeing increasing demand for physical retail innovation from our client