The Futures - No. 61

New realities possible by converging technologies / AI changing marketing strategies / Emotion-canceling tool

Jun 25, 2024

In this issue

The Quantumrun team shares actionable trend insights about how converging technologies are driving innovation, AI enabling brands to scale up their marketing, AI scanning for heart attacks, and the tool that “cancels emotions” from customer calls.

Future signals to watch

An AI system capable of predicting heart attacks up to 10 years in advance is being reviewed for implementation in the UK’s NHS, with a decision expected by year's end. The technology has shown promising results in hospitals and could also predict strokes and diabetes risk, potentially saving thousands of lives annually.
Brazil's government is employing OpenAI via Microsoft's Azure platform to expedite lawsuit screening and analysis, aiming to prevent costly court losses and enhance the solicitor general's office efficiency.
Restaurants are experimenting with robots for various tasks to address worker shortages and inflation, with notable innovations like the PizzaBot, I-Robo2, and Alpha Grill, showcased at the National Restaurant Association's annual show.
CERN and EUROfusion are collaborating to develop innovative technologies for future colliders and nuclear fusion reactors, focusing on high-field magnets.
All Things Bugs LLC, a leader in the insect industry, received a US patent for its innovative production method of using insects as sustainable food ingredients.
In his state-of-the-nation address, China's prime minister highlighted the "low-altitude economy" with a focus on flying cars, noting China's rapid progress and the approval of EHang's autonomous flying car for mass production, a world first.
An £8m Longitude prize for combating antimicrobial resistance has been awarded to a test that can identify how to treat urinary tract infections in 45 minutes, potentially revolutionizing antibiotic use and addressing a major global health threat.
Japan-based SoftBank Corp has introduced an AI-powered voice-altering technology to mitigate customer harassment in call centers by transforming angry voices into calmer tones. The "emotion-canceling" system aims to reduce stress for call center operators and maintain good customer relationships, with initial systems expected to be available by April next year.

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Culturally // Trending

YouTube → The Instigators // X → This Cabaret performance // Reddit → This alien invasion prank // TikTok → Gen Z blue collar workers // Instagram → Ex-Gucci creative director Alessandro Michele reveals his Valentino collection // Spotify → “Please Please Please”

🌐 The technologies driving today’s rapid innovation

Various technological platforms are converging to fuel innovation, creating new capabilities and efficiencies. For example, advances in artificial intelligence (AI) are not only enhancing computational systems but also significantly impacting other fields, such as autonomous mobility, multiomic technologies, and adaptive robotics. AI’s integration into these areas is creating more intelligent, efficient, and scalable solutions, potentially generating trillions of dollars in market value by 2030.

One notable example of convergence is the intersection of AI with autonomous mobility. Tesla’s Full-Self-Driving (FSD) system leverages the same transformer architecture that powers advanced language models like GPT-4, enabling the system to better understand and navigate complex driving environments.
Similarly, the use of AI in long-read DNA sequencing has dramatically reduced error rates, enhancing the accuracy and affordability of genomic data collection, which is critical for advancements in precision medicine.
Meanwhile, Google researchers applied AI models to improve robotic capabilities in unstructured environments, demonstrating significant improvements in task completion rates.

AI is expected to permeate every sector, transforming cognitive tasks and productivity across industries. Autonomous mobility, powered by AI and advanced battery technology could make individual car ownership less common. Multiomic technologies, integrated with AI, promise to revolutionize healthcare by enabling early cancer detection and personalized treatments.

Additionally, advancements in AI-powered robotics (especially humanoid robots) are poised to redefine manufacturing and supply chains. The convergence of these platforms is anticipated to drive a step change in economic growth, potentially accounting for 60% of all risk asset value and generating most of the incremental appreciation in equity market capitalizations over the coming business cycle, according to ARK Invest.

Actionable trend insights as converging platforms boost technological innovation:

For entrepreneurs

Entrepreneurs can explore specialized areas within converging technologies, such as developing applications for AI-enhanced robotics or AI-driven healthcare diagnostics. From there, they will be best served by embracing agile methodologies to rapidly prototype and iterate on products and services that can take advantage of the cross-section of two or more maturing technologies.
Actively subscribe to innovation monitoring services (like Quantumrun), as well as collaborate with academic institutions and research labs, to stay aware of cutting-edge advancements that can be merged with existing technologies and products.

For corporate innovators

Companies can create incubator and accelerator programs to foster innovation within and outside the company, as well as establish corporate venture capital arms to invest in promising startups and technologies.
Likewise, they can implement AI-driven systems to optimize supply chain operations. This includes using AI for demand forecasting, inventory management, and logistics planning. For example, a multinational retailer could use AI to predict demand fluctuations across different regions and adjust their inventory and distribution strategies accordingly, ensuring better stock management and customer satisfaction.
Large agricultural firms can adopt AI and robotics to enhance precision farming practices. This involves using AI to analyze multiomic data, soil health, and weather patterns to optimize crop yields and reduce resource usage. Corporations can develop or acquire technologies that provide real-time insights and automated farming solutions.

For public sector innovators

Governments can create innovation hubs that focus on the development and deployment of AI and robotics across diverse industries. These hubs can provide funding, resources, and support for domestic startups and researchers working on converging technologies. An example initiative could be launching a government-backed innovation center that offers grants and mentorship programs for projects that integrate AI with healthcare, mobility, and manufacturing.
Agencies can deploy AI and robotics to enhance public safety and emergency response. This includes developing autonomous drones for real-time surveillance and disaster assessment, equipped with AI to analyze environmental data and coordinate response efforts. A city could implement a fleet of AI-powered drones that monitor air quality, detect fires, and provide real-time updates during emergencies.

Trending research reports from the World Wide Web

A new report by InfluenceMap reveals that major car companies are undermining global climate goals and the electric vehicle transition through anti-EV lobbying, with Japanese companies being the most active in opposing the transition.
Providing a global basic income funded by a carbon emission tax could potentially increase global GDP by 130% while achieving environmental sustainability, according to a new analysis.
Investments in generative AI and analytical AI are growing, with most industries expecting increased AI spending over the next three years, although analytical AI currently receives a larger share of digital budgets.
The global market for online job ads decreased by 5% to $34.4 billion in 2023, marking its first decline since 2015, yet still showing a 151% growth from 2015. LinkedIn and Indeed hold 47% of the market share.
While features like digital autocomplete and emoji suggestions save time and enhance user experience, they risk stifling creativity and reinforcing groupthink by promoting conventional ideas and uniform emotional expression.

📺 AI is changing marketing strategies

Companies are rushing to evolve how they develop their marketing strategies through the application of artificial intelligence (AI) solutions. One primary trend is the ability of AI to produce an infinite variety of ad creatives and marketing assets, making it feasible to generate and test countless variations effortlessly.

For example, ad agency Oliver used AI for multiple Unilever brands, including Magnum, Simple, and Knorr. For Magnum, AI transformed static images into Valentine's Day social media ads and converted long-form videos into shareable short clips. AI-generated visual assets were used for Simple's skincare campaigns (including storyboards and digital ads), while creating photo-realistic images for Knorr's recipes, in both cases eliminating the need for costly photo shoots.

Furthermore, AI's impact on content creation extends to rapid internationalization and real-time content updates. Businesses can now launch global campaigns simultaneously, with AI automatically translating and adapting ads to fit cultural contexts and languages.

Trivago used AI to create localized TV ads in over 10 languages, featuring the same "Trivago Guy," allowing for quick, culturally tailored global marketing without needing multiple productions and actors. This AI-driven approach enabled rapid script testing and customization, helping to increase branded traffic to Trivago's website and generating hotel highlights within search results to enhance user experience.

AI in marketing also promises a convergence of marketing and sales functions through mass personalization. AI-powered agents can engage in one-on-one conversations with potential customers, providing personalized pitches and tailored recommendations.

For instance, Sephora’s chatbot on messaging app Kik gives beauty advice, a quiz to determine the customer’s product preferences, and content and product recommendations. Companies could deploy millions of these AI agents to conduct personalized outreach, similar to having a vast virtual salesforce.

Actionable trend insights as AI automates marketing functions:

For entrepreneurs

Innovators can create smart packaging solutions that integrate AI to enhance customer engagement and product tracking. For instance, developing packaging for consumer goods that includes QR codes or NFC chips which, when scanned, provide personalized content such as usage tips, product origin stories, or tailored discount offers based on customer profiles.
Marketing entrepreneurs can support local businesses, such as restaurants, gyms, and boutiques, in adopting the latest AI marketing tools. These done-for-you consulting services could expand the performance and impact of limited marketing budgets.

For corporate innovators

Companies can leverage AI to offer dynamic product customization options directly to consumers. For example, a cosmetic company can use AI to analyze a customer’s skin type and preferences, then create personalized skincare products in real-time. This involves setting up in-store kiosks or online platforms where customers input their data and preferences, and the AI formulates a unique product blend that is immediately produced and packaged.
Companies can implement AI-driven customer service automation to handle complex inquiries and provide seamless support. For example, a telecom company could use AI to predict when customers are likely to experience service issues based on usage patterns and network data, and offer preemptive troubleshooting steps or service adjustments.

For public sector innovators

Using AI to analyze demographic data, social media trends, and local health statistics, public health officials can create and distribute highly targeted health messages and resources to specific populations. For example, during flu season, AI can help identify areas with low vaccination rates and tailor campaigns to those communities, including sending personalized reminders and information about nearby vaccination clinics.
Government agencies can harness AI to provide real-time translation and localization of public services, ensuring accessibility for diverse populations. For example, AI-driven translation tools can be integrated into public service websites, mobile apps, and customer service platforms to offer multilingual support for healthcare, education, and social services.

Outside curiosities

Netflix is opening its entertainment complexes in Dallas and Pennsylvania that feature its major franchises like Bridgerton and Squid Game.
Popular digital comics platform Webtoon files for IPO.
A reimagining of the famous company logos in celebration of the 100th anniversary of Surrealism.
International art fair Art Basel releases Art Basel Shop, where visitors can buy all the aesthetic merch.