At the dawn of a new digital culture? – Customer Experience > Experience

If the metaverse and crypto-assets are no longer popular, generative artificial intelligence may establish itself as the new tech trend to seize in 2023.

end of 2021, Marketing I was wondering if the Metaverse and NFTs will be the storms of 2022. Even then, as crypto-asset valuations peaked, Twitter adopted non-editable profile pictures and Facebook became Meta, ushering in a new era of the internet.

As for brands, everyone wanted to launch their NFT collection, and the tiniest gaming transaction became an excuse for a sensational entry into the metaverse… After twelve months the enthusiasm really waned. Like the Bitcoin exchange rate, it is still affected by the recent FTX scandal. For its part, Meta has sacrificed profitability, cash and 11,000 employees in developing Horizon Worlds, which attracted fewer than 200,000 users compared to the 500,000 expected at the end of October. But what about Twitter? A double page will not suffice.

Failure to qualify

Therefore, one could think that we are right. And again, no. These failures should be evaluated as follows: the adoption of these innovations is carried out appropriately and initially, and after the euphoria, the economic context advocates sobriety. Gartner, famous for its hype curve, evokes the maturity of the metaverse for 2030. The experts themselves still struggle to agree on the definition of the metaverse or the potential of Web3!

“For now, practices defined as representative of the ‘metaverse’ are misleading. As for Web3, buying crypto-assets may seem expensive to the vast majority of consumers.”Maria Mercanti-Guérin, lecturer-researcher in Digital Marketing at Paris IAE and Sorbonne Business School summarizes.

“Hence the slow adoption of these topics and the feeling that it’s only the big companies who want to drag us into this.” He is joined by Sébastien Badault, Vice President of Marketing and Web3 at Ledger: “The Internet bubble, then the subprime crisis, each time gave a new impetus to the development of the Internet. I, for my part, do not believe in the logic of an immersive world. I do not think that this is what people are looking for. Now we will see the development of hybrid approaches that are more virtual in the physical world first, and vice versa.”

In its predictions for 2023, Forrester mentions this use of mixed reality in professional settings through encounters with avatars working on 3D models. But he reckons that the general public’s appetite for immersive virtual experiences has waned with the end of incarceration… This is also explained by the decline in online purchases. But despite all this, can we predict the end of e-commerce?

Similarly, again according to Forrester, 80% of the French are not particularly interested in NFTs. But which French and which NFTs? Successful NFTs will not be identified and may include “token gating” that provides access to content or benefits reserved for owners, such as the Swoosh platform from Nike.

In addition, falling crypto-asset prices should encourage the development of less speculative uses to attract the youngest. “The drop in prices does not affect the group’s strategy. We continue to focus on the long-term perspective and build the infrastructure that will allow us to be ready when the ecosystem is developed for the general public.“, assures Nicolas Joly, Director of Mergers and Acquisitions Projects at Casino Group. Stephanie Zolesio, General Manager of Casino Immobilier, adds: “We believe that the metaverse is a new meeting place with consumers and NFTs are a new tool for developing customer relationships.” Will we one day see the development of “CRM Web3” based on NFTs stored in our wallet, or will it be a unique identifier for our last online view? It’s hard to say.

What is AI?

“The most obvious opportunity is in digital twins”Julien Pillot, teacher-researcher at INSEEC, says, referring to replicas that allow surgeons, firefighters and even special forces to train in virtual environments before going into action. Ready Player One Oasis is still a fantasy to attract investment. Even if Horizon World and other playful metaverses are not successful, the money invested in these projects will have cutting-edge research in AR/VR, artificial intelligence (AI) or haptic feedback, creating new solutions and also many jobs!”, judge the economist. And indeed, we should highlight the progress made in 2022 in terms of generative artificial intelligence.

What is AI? Get ready, in 2023 it looks like it will be hard for you to get away with it. It is already used in the creative and marketing industries to add or remove new elements to visuals, or even replace actors as part of morphing. Artificial intelligence is now able to independently generate content based on a “request” based on commands in natural language.

Another revolution: some platforms are open source and available on mobile devices.

Something to increase their use and restart the eternal debate at the end of DA … “You should think more about these tools to save time in creating mood boards, for example, to focus on the concept and creative idea. The development of cameras in smartphones has not killed the work of the photographer”, assures Mélanie Pennec, Executive Creative Director of DDB Paris. He is joined by his Ogilvy Paris colleague David Raichman. He uses generative AI to power his @davethepreacher Instagram account and is behind the recent “Dairyman Imagined by Artificial Intelligence” campaign for Nestlé, where Vermeer’s work was reimagined using DALL-E Outpainting: “The use of AI is not new. The revolution is to be found in the ability to combine different AIs to quickly generate more text, sound and images. After emojis and memes, the way we communicate online will be reinvented.”

But there will be a long road again. First, because those who are able to master the instructions to produce professional quality results are rare. Then many ethical questions arise regarding the use of databases or the right to own the creativity created. After Metaverse and NFTs, AI should also be the excuse for big PR operations in 2023, before seeing the development of more structuring usage in the coming years, in a context that increasingly favors decentralization. , interoperability and the creative economy… See you in a year to undo these predictions!

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