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There was undeniably a continued focus on culture at SXSW this year, as what was once the behemoth tech festival aligned itself with broader societal shifts as well as the consumer itself.
Author Brene Brown set the tone by opening the first day of the event with a discussion on empathy and the simple notion of belonging and connection in a digital age. Now, this as a concept isn’t new for SXSW – it was our top takeaway from 2018 off the back of rising concerns around the ethics of artificial intelligence. But this year, it wasn’t said in the context of how we should build technology to behave, but instead really on how we as individuals can live better lives.
On the simplest end of the scale, that of course meant experiences – evidenced by the brand activations that continued to pop up around the city of Austin. Offering opportunities for people to have a great time, isn’t going anywhere. But on top of that was everything from politicians fighting for what society deserves through to an increased focus on wellness.
Underpinning all of it? How we create greater than ever relevancy for individuals in a way that is both fair and meaningful.
It’s easy to say wellness was a trend at this year’s festival – its presence was felt more than ever, from the huge volume of cannabis-related programming (60 sessions to be precise) to the second year of the wellness expo, which featured everything from breathwork 101 to a conversation on Ayurveda and Traditional Chinese Medicine. There were also activations including the Real Self House, which offered free consultations with medical doctors and complementary treatments such as lasers and injectables.
Our Innovation Mansion also heavily focused on wellness, with speakers including Calm founder Michael Acton Smith, Dirty Lemon, Recess and Under Armour all playing a role. Where these conversations proved particularly interesting, was in the way connectivity played a role. This wasn’t so much about wearables, nor about that “quantified self” trend from years gone past – rather it was around how technology is more passively enabling me to find out more about myself to then achieve better results.
One key example was in L’Oréal’s announcement of its partnership with microbial genomics company, uBiome, which the Current Global’s Liz Bacelar explored with Guive Balooch, VP of L’Oréal’s technology incubator, on the SXSW main stage. This is about deepening its research into the skin’s bacterial ecosystem in order to develop more personalized skincare solutions for individuals. The end goal is quite literally prescribing products based on exactly what the science of our own bodies tell us we need. “When it comes to skincare, people often audition product after product to determine what works for their unique skin. At L’Oréal, our goal is to advance scientific research and leverage new technologies to change this relationship, by allowing deeper levels of personalization.”
Meanwhile, futurist Amy Webb dedicated a good portion of her trends talk to biometrics, not just for identification scanning, but predicting behaviors. “These are systems that take all biodata and are constantly learning from it in some way, she explained, referencing Pivot Yoga’s connected yoga pants, which monitor poses and correct users’ form while syncing the data to an app. It’s the first time behavioral biometrics made it into her trend report, she noted. She related such a trend to “Persistent Recognition Systems”, which arealgorithms that use our unique features, like bone structure, posture, or facial expressions to recognize not only who we are, but our frame of mind in real-time and make personalized suggestions as a result.
In doing so, consumers often end up giving out more information than they realize, Webb added. At Walmart, a smart shopping cart could measure your temperature, heart rate, and grip strength. If the cart senses you’re angry, it can send a representative to help you out. Walmart is reportedly using this data to create a baseline of biometric information about individual users to drive better customer service.
Optimizing data about individuals is the million dollar question for brands. We hear this at every trade show, conference, festival and exhibition we go to around the world. We hear it from every client. How do I better get to know my customer? And how do I then ensure relevancy for them in order to drive my conversions upwards?
SXSW was no different. Amazon Fashion’s CTO, Tony Bacos, said relevancy is his number one goal. “We’re focused on helping connect people to the products that we know are going to delight them. Not just in their individual taste and style but in their bodies,” he explained. By that he meant thinking about how to drive personalized discovery when the challenge is the huge scale of Amazon’s catalog, and then how to solve fit and sizing issues. With the latter he referenced machine learning in order to map sizing from one brand to the next as well as understand the role consumer preference and buying history play. Virtual try-on, where users can visualize themselves in items, will play a role for Amazon in the future, he hinted.
“No one has nailed these things in fashion yet – both the opportunity to create better and personalized experiences online and to solve the fit challenge,” he said. “That’s why it’s an exciting category.”
Kerry Liu, CEO of artificial intelligence software company, Rubikloud, agreed the future of retail really is about relevancy, and about using AI behind the scenes to facilitate it. In the words of Jeff Bezos, founder of Amazon, it’s about using tech to “quietly but meaningfully improve core operations”, he said. But more than that, it’s about optimizing decision making, which increasingly humans alone cannot do.
Walmart CTO Jeremy King, said it’s about efficiency, which ultimately means giving humans the tools to make better use of their time. As Marie Gulin Merle, CMO of Calvin Klein, reminded everyone: “Fashion is an emotional business; you still need people to shake the hearts of the consumers.”
With a focus on data, of course comes conversation around privacy and increasingly, regulation. When the programming suggestions were submitted to SXSW last summer for inclusion in this year’s content line-up, top of mind were two major subjects within this: the GDPR regulations in Europe, and the Cambridge Analytica scandal with Facebook. Cue such continued debate come March.
Roger McNamee, early Facebook investor and one-time advisor to Facebook founder and CEO, Mark Zuckerberg, spoke about the importance around regulation. “Users and society have not had a chance to debate whether companies should gather information and profit from people’s financial transactions, health data, or location,” he noted. An avid critic of Facebook today, he nonetheless understands the problem is endemic to a world where the most profitable business model is tracking people, using data to predict their behavior, and steering them toward the companies’ desired outcomes.
One company keeping a close eye on regulation is Foursquare, whose co-founder Dennis Crowley explained the company’s evolution from hyperlocal advertising to a business-to-business data play. “Now, Foursquare offers a base map of the world,” he said. But it refuses to sell data on individual customers in the process.
For Facebook, by comparison, the pressure around data privacy continues to heat up. Just before SXSW, Zuckerberg announced the platform will shift its focus away from public posts to encrypted, ephemeral communications on its trio of messaging apps. To McNamee, this supposed commitment to encryption and privacy reads like a stunt. “They’re not getting out of the tracking business. My problem with Facebook is not whether it’s end-to end-encrypted. It’s what are they doing with the tracking, what are they doing to invade my private spaces. I don’t want them buying my credit card history. I do not want them doing business with health and wellness apps to get all that data. I do not want them buying my location data from my cellular carrier.”
Senator Elizabeth Warren also took to the SXSW stage to address her tech regulatory proposal, announced the day before. This seeks to undo massive tech mergers that exist and introduce legislation that would prohibit marketplace owners from developing products for sale on their own platforms. “Amazon has a platform to sell you a coffee maker, but that company also sucks out an incredible amount of information about every buyer and seller. Then they can make a decision to go start a competing coffee making-selling outfit, and drive out of business everyone else in that space,” she said. McNamee revealed he’s now advising Warren as a presidential candidate for 2020, on her data regulation agenda.
For global brands, the role of data privacy is only going to continue apace. Regulation looks inevitable in the US, as it has been in Europe. The question is, how to balance that pressing consumer demand for personalization with the protection they equally expect.
Additional reporting by Larissa Gomes.
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