TRENDS& INSIGHTS CES 2018INSIDE THE REPORTThis report highlights key trends and innovations coming out of CES and their implications for marketers in 2018 and beyond. Read on for the full report or click on the links to go directly to a topic. 1AIs Essential Role in Digital Transformation & GrowthMICHAEL MIRAFLOR, BLUE 449What Innovation in Auto Means for BrandsTOM GOODWIN, ZENITHBehind the Voice HypeKATE SIRKIN, PUBLICIS PEOPLECLOUD2018 CES Trend RoundupANDREW KLEIN, SPARK FOUNDRY2AIs Essential Role in Digital Transformation & GrowthMICHAEL MIRAFLOR, SVP, GLOBAL FUTURES & INNOVATION, BLUE 449Artificial Intelligence (AI) is a broad and expansive idea that it is often overwhelming in its terminology alone. This year well see the evolution of the conversation from hypeto practicality, as smart marketers and brands explore ways to leverage AI to fuel business results.GENERAL PURPOSE MINDSETInvesting in AI can be an intimidating prospect, especially if current business tools and processes result in profitable outcomes. Think about the AI space as the nextgeneral-purpose technology that will change the way the world and businesses operate, like the steam engine, electricity and the internet did. Each of these innovationsspurred business and society to start economic revolutions, and AI should be treated in the same manner.IT STARTS AND ENDS WITH DATAAI has a layer of capabilities that can maximize its effectiveness when combined with a solid data foundation. This will increase in importance as technologies such as 5G,voice UX/UI, and self-driving vehicle infrastructure continues to mature. This revolution in 1-to-1 marketing will give brands who have mastered data an unprecedentedcompetitive advantage in the future.THINK PRAGMATIC, NOT PANACEAWhile machine learning and neural networks are increasing in sophistication and are solving large and complex business problems, more pragmatic effects of an investmentin AI are felt in the automation of time-consuming, administrative tasks in the day-to-day workplace. This mirrors the consumer experience, where quick customer serviceinquiries are increasingly addressed by AI-powered chatbots, freeing time to do more productive tasks.USING VOICE AS A PROXY TO FRAME STRATEGYToday, we look to the consumer technology landscape to see how consumers are already using AI in their daily lives. The uptick in adoption and subsequent voice-ledconsumer behavior was largely a surprise, and is a great example of how AI can experience dramatic growth. Its easy to marvel at this growth, as the beginning of a newtechnological revolution, but it is also an opportunity for marketers to reflect and ask: do I want to be just a witness, or a participant in this AI revolution?What Innovation in Auto Means for BrandsTOM GOODWINEVP, HEAD OF INNOVATION, ZENITH USAIts highly likely the automotive sector is about to undergo its most significantshift in history as we see changes coming from all directions in a remarkablyshort period.3E-MOBILITYThe plunging cost of batteries and rapid improvements in energy density means that the way carsare propelled is changing rapidly. Electric cars usher in a new way of thinking about vehicles. Thelesson here for brands is clear: As a category leader its easy to gain comfort, but when afundamental shift happens, former strengths can fast become weaknesses.SELF-DRIVINGCars have offered augmented driving for years through lane departure warnings, adaptive cruisecontrol, and even self-parking. Self-driving cars change the very fundamentals of cars and life.Brands need to look to this in many ways. What does advertising become in these newenvironments? Many opportunities emerge.BRAND IMPACTMore than anything else we can see a shift from ownership to access. If cars are self-driving, theysoon become more like an annual contract to a mobile phone plan than to a vehicle to own. Self-driving cars create opportunities to focus more on the consumers needs at different moments intheir life and in time. When we pay to get from A to B, it becomes more about the quality of thatservice, and the overall value brands deliver to the consumer.4A new study by Publicis Media takes a more human approach to understanding the opportunities that voice presents for brands and marketers. While still an emergingsector for marketers, the study identified some key opportunities for brand engagement that are unique to voice.NEW ENTRANT PACKS A MEMORY PUNCHTwo years in, smart speakers and voice interaction already boost unaided brand recall by 2X when compared to TV, putting them on par with native mobile. Marketersshould dial-up context to stimulate in-the-moment category connections, set utility and enjoyment goals for content creation and build discovery strategies to raiseawareness.ROBOTS ARENT GOOD STORYTELLERS, YETDespite being one of the hotly-anticipated functionalities, storytelling in voice is very hard to achieve primarily due to the lack of authentic emotional range, which resultsin a drop in attention and interest as users get caught up in the voice mechanics. There is growth opportunity for marketers who invest in emotional range to increasehuman-like interaction.ALL PART OF THE FAMILYThere is a shared sense of ownership when smart speakers are used in the home. However, the presence of AI/robots in the home is also presenting new challenges forparents to navigate from manners to appropriate content. Parents should be a priority audience for voice with content spanning the range of parenting experiences. Brandsshould also capitalize on the reduced reliance on screens and facilitate shared moments via the smart speaker.DRIVE-TIME UNLOCKEDVoice is unlocking a new freedom to multitask in the car, turning what has previously been downtime into productive uptime. Poor voice recognition while driving carries ahigh irritation factor as there is less room for glitches in an environment where accurate information delivery is crucial. Reducing complication should be the first prioritywhen developing voice for in-car usage.REINVENTING THE ROAD TRIPWe challenged users to hack their Alexa Dots into their cars, prompting drivers to reinvent their entertainment experiences on the road particularly for longer trips andcommutes and ultimately make it a more sociable experience. It was a welcome change from the individual use of mobile phones/tablets in the car. This providesopportunity for brands to partner with car-makers, tech innovations and entertainment brands.Behind the Voice HypeKATE SIRKIN, EVP, DATA & PARTNERSHIP LEAD, PUBLICIS PEOPLECLOUD52018 CES Trend RoundupANDREW KLEIN, DIRECTOR, CONTENT INNOVATION, SPARK FOUNDRYVR AIMS FOR MASS ADOPTION EMERGENCE OF AR CONSUMERS CONTROL HEALTH INSIGHTSVOICE CONTROL RULES ALL CONNECTED & SMARTER COMMUNITIES BLOCKCHAIN & BRANDED CRYPTOWireless and all-in-one VR headsets will push the nextwave of VR adoption. With easier access, simpler designsand greater mobility, VR use will increase and consumerswill crave content experiences.Implications for brands:With the emergence of stand-alone headsets, brands willsoon have more scale to reach consumers through VR.With the launch of Apples ARKit and Googles ARCore,most new smartphones have full AR capabilities offeringbranded digital content far beyond todays filters, lensesand gimmicky masks.Implications for brands:Leverage digital assets, and more importantly look todigitize their physical products to implement within thepending boom of AR platforms and experiences.Wearables provide unique opportunities for brands tounderstand health insights and provide additional care,products or even lifestyle improvement tips.Implications for brands:Utilize unique data points to more precisely targetconsumers with the right products, care and/or support.CES showcased thousands of smart devices integratedwith smart assistant functionality, allowing consumers toseamlessly control and operate with a few voicecommands.Implications for brands:Strategize and develop smart integrations with thesedevices to meaningfully connect products, offerings andutilities to these systems.New smart security systems offer aggregated data toshare with communities, law enforcement and insurancecompanies for real-time insights and proactive alerts.Implications for brands:Use this data to better understand audiences andcollective behaviors in specific communities, as well asinform dynamic content, messaging and add a unique dataset on top of programmatic opportunities.Kodak announced KodakCoin, to help photographersutilize blockchain to control and track the usage ofintellectual property. More importantly, it provides paymentand royalties in the form of KodakCoin, if their images orcontent are used.Implications for brands:Media-focused blockchain services offer secure andtransparent methods to distribute content and manageuser data while eliminating fraud.