Featured Friend of the XR Pub Crawl: David Akerson

Featured Friend of the XR Pub Crawl: David Akerson

I first met Dave through my good friend, Billie Goldman, as they worked together at Intel for a few years. Dave has since moved over to Thermo Fisher Scientific, as a Sr. Global Market Development Manager. As he was looking for innovative approaches to B2B marketing, Billie suggested we meet and the rest is history.

I was thrilled to find Dave so open and willing to look at new ways to engage his audiences and we became fast friends. Fast forward to today and Dave is a regular at the monthly XR Pub Crawl. He is a wonderful resource for the latest news and industry trends in the enterprise B2B marketing space.

Thanks and gratitude goes out to Dave for taking the time to share his perspective below AND for being such an active and engaged part of the XR marketing community.

What is your area of expertise?

Marketing and Product Management

Why are you interested in XR and AI for marketing and communications?

From a business-to-business marketing perspective, XR, and more so Virtual Reality, is interesting as it holds great potential as a means for delivering virtual product demonstrations or for better understanding how a customer uses a product when developing customer personas. Designed correctly, an individual could have the opportunity to “take the tool for a test drive.” This could be very useful to advance potential customers through sales cycle from awareness to consideration. As a former product manager, virtual demonstrations enabled by VR could also be valuable for gather input for future products.

For marketing purposes, AI has a lot of potential value as a tool for creating marketing engaging content. Today, many are using AI for writing blogs, whitepapers, customer communications, etc. It’s great for content ideation, but it also has limitations users should be conscious of.  Moving forward, a number of applications are emerging that hold great potential for marketers. Of the AI based applications that I’ve seen, I’m most excited about text to video capabilities that allow the marketer to create videos to promote facets of a product or a solution in a dynamic form.

Do you currently leverage XR and AI for marketing or do you plan to in the near future? 

At this time, we are using XR and AI for some marketing purposes and we continue to investigate how we can use these technologies to support marketing activities and increase our productivity. With technology evolutions happening every day, it’s an exciting time to be in marketing.

The AI Marketing Revolution Challenge: Introduction and Building an AI Persona

The AI Marketing Revolution Challenge: Introduction and Building an AI Persona

Hey there, marketing mavericks – Are you ready to unlock the power of AI? Welcome to “The AI Marketing Revolution: 10 Challenges to Ignite Your Campaigns.” This is your personal roadmap to learning about how to master AI for marketing. Think of me as your trusted coach and mentor, guiding you through hands-on challenges that are designed to stretch your skills, enrich your campaigns, and elevate your understanding of generative AI. You can find the video series over on my YouTube channel and here on my blog.

You’re A Winner Baby!

Over the course of the next several weeks, I’ll create a short video tutorial explaining a hands-on exercise that you can start using to improve your marketing campaigns TODAY. All of those who complete the 10 challenges and share their results will be eligible to win an AMAZING prize package – those fun details are coming soon so stay tuned!

To be entered to win, just use the challenge hashtag, #AIMarketingRevolutionChallenge, to post a comment on LinkedIn sharing your thoughts an/or results of each challenge. I can’t wait to see what we’re all going to discover together.

This challenge is part of my upcoming series of articles, “Decoding Generative AI: A Marketer’s Guide to Text-Based and Visual AI Content”. You can find all of my AI content including the videos for this challenge in my XR/AI Marketing Brief, be sure to subscribe to get all the juicy updates.

AI Marketing Revolution Challenge Video #1

AI Marketing Revolution Challenge Video #1 Links and Resources

Resources:

XR/AI Marketing Brief:

bit.ly/XRAIMarketing 

XR Pub Crawl for Marketing & Communications:

bit.ly/XR-Pub-Crawl

ChatGPT: https://chat.openai.com/

ChatGPT Sample Prompt:

Build a persona for a marketing director of a large corporation in the US that is focused on selling a technology platform. The goals of this person is to leverage the latest AI and XR tools to increase sales, collect qualified leads and increase market share for the companies technology platform. Include specific details about goals, pain-points and decision criteria for selecting a marketing consultant.

ChatGPT Sample Prompt:

Build a persona for a new or mid-career marketing professional looking to gain additional skills around using the latest technology to connect with their audiences.

XR Pub Crawl Marketing and Comms: Hugo Boss and Olivier Moingeon from Exclusible

XR Pub Crawl Marketing and Comms: Hugo Boss and Olivier Moingeon from Exclusible

Our June edition of the XR Pub Crawl for Marketing and Comms was one of the best yet! If you missed it, you can catch the on-demand version on my YouTube channel and I got some highlights summarized below. Hope to see you for our next broadcast, you can learn more about that on the LinkedIn event invite.

The Show Floor Tour

One of the most valuable parts of the AWE experience was the show floor tour. It allowed us to try out new technologies, hear presentations from vendors, and get a firsthand look at the latest innovations in the XR space. Being able to engage with vendors and learn about their products from a marketing perspective was truly valuable.

Building Relationships

AWE provided a great opportunity to reconnect with old friends and make new connections in the XR community. The sense of community and the chance to deepen relationships is one of the highlights of this conference. It’s a reminder of the power of networking and the importance of building a strong community.

The Future of Education

One of the most inspiring sessions at AWE was about the future of education. The speaker shared insights on personalized learning and the role of AI tutors in shaping the way we learn. As marketers, education plays a crucial role in our job, and this session provided valuable insights on how to educate and engage our audiences effectively.

The Rise of AI Digital Twins

One of the most mind-blowing topics discussed at AWE was the concept of AI digital twins. The idea that we could have an AI-driven twin that thinks and acts like us is both exciting and eerie. AI digital twins have the potential to revolutionize various industries, from influencer marketing to personalized learning. It’s a concept that we need to pay attention to as it becomes more prevalent.

The Hugo Boss Project

Now, let’s talk about the recent project with Hugo Boss. The collaboration with Hugo Boss and Imaginary Ones resulted in a stunning immersive experience. The project aimed to recreate the aesthetic and theme of Hugo Boss’s Miami fashion show in a virtual world. The team worked tirelessly to build a custom world using platforms like special.io and mid-journey. The result was a visually captivating experience that showcased the brand’s creativity and engaged users.

Q&A

Q: What were the main highlights of AWE?

A: The show floor tour, building relationships, the future of education, and the rise of AI digital twins were the main highlights of AWE.

Q: What was the most inspiring session at AWE?

A: The session on the future of education was the most inspiring. It provided insights into personalized learning and the role of AI tutors.

Q: What is an AI digital twin?

A: An AI digital twin is an AI-driven replica of a person that thinks and acts like them. It has the potential to revolutionize various industries.

Q: What was the objective of the Hugo Boss project?

A: The objective of the Hugo Boss project was to recreate the aesthetic and theme of their Miami fashion show in a virtual world, providing an immersive experience for users.

To learn more about the AWE conference and the Hugo Boss project, watch the full video.

Tags

#AWE, #Hugo_Boss, #XR, #AI_Digital_Twins, #Immersive_Experience

Case Study: AR Experience for Microsoft and Intel

Case Study: AR Experience for Microsoft and Intel

“Lisa Peyton is always my resource for doing innovative and break-through work. Her concept for driving engagement at Microsoft Build using accessible, interactive, AR storytelling was brilliant! Her knowledge of enterprise marketing strategy and the latest XR and AI tools makes her an invaluable asset for any experiential campaign.”

– Billie Goldman, Intel Partner Marketing

Intel needed to engage cloud developers at one of the biggest, global virtual conferences for developers, Microsoft Build. With hundreds of exhibitors, creating an interactive and memorable experience was essential for reaching this illusive and often messaging-resistant audience.

The Objective

As the lead strategist on this project, I developed a concept to leverage 3D, augmented reality storytelling to meeting three key objectives:

  • Create a stand-out and memorable experience that provided value to the developer audience attending Microsoft Build
  • Educate developers on the latest Intel technology in a fun and interactive environment that was relatable and entertaining
  • Drive demand and downloads for the Intel code found on GitHub

The Solution

Working with a leading AR creative team, we developed a virtual ‘LEGO inspired’ 3D factory that could be viewed at-home using a Smartphone. The experience introduces Chuck, our snarky protagonist, who safely builds a racecar using Intel’s factory floor anomaly detection tool and takes it for a spin.

The interactive AR experience was promoted throughout the virtual conference and acted as a tool to engage developers, drive awareness, and get them to download the code.

The Results

Thousands of users and developers interacted with the experience throughout the duration of Microsoft Build and beyond. The experience broke benchmarks for virtual conference engagement for such KPI’s as:

  • Number of code downloads
  • Number of attendees interacting with Intel content
  • Number of brand mentions across social media

“Lisa Peyton is always my resource for doing innovative and break-through work. Her concept for driving engagement at Microsoft Build using accessible, interactive, AR storytelling was brilliant! Her knowledge of enterprise marketing strategy and the latest XR and AI tools makes her an invaluable asset for any experiential campaign.” – Billie Goldman, Intel Partner Marketing

Are You Ready for Your AI Double?

Are You Ready for Your AI Double?

Originally published on Linkedin

A few weeks ago I had a panic attack brought on by a sort-of existential crisis. It’s the first time, maybe ever, that I was so flooded with excitement (and anxiety) over advances in technology, that I needed to hit pause.

After discovering inspiring new, AI technology at AWE‘s Augmented World Expo (as I often do), I was obsessively working at all hours on an AI-enabled, 3D companion modeled after an old flame. (*See my comments on the disappointing virtual companion platform, Kupid.ai, below on WHY I needed to build it myself.)

A Modern Day Frankenstein

The project started innocently enough, I was trying to create a living persona based upon someone I knew, and they were the first person that jumped into my head. Fast forward several minutes and iterations later, and I had a VERY lifelike, 3D, talking character that looked like them, sounded like them, and almost verbatim said things that they had said, or things I wished they had said.  

The fact that I created this Frankenstein with zero coding knowledge sent me into my panic attack as I realized the implications this would have on the world around me. So, I got up from my computer and took my dog for a walk by the river, which is what I always do when faced with overwhelming anxiety.

AI Doubles Already In Action

AI versions of real people are ALREADY a thing but it’s never been THIS easy to build one. If you watched the season opener of Black Mirror, then you already understand the dark implications of a world where it’s possible to make AI-driven, lifelike versions of real-people and celebrities. Currently these types of AI doubles are reserved for the rich and famous but eventually this technology will trickle down to all of us, like it or not.

A Moment of Zen

Perhaps you can relate to my story of both AI infatuation and AI anxiety, as technology is rapidly reshaping both our personal and professional environments like a runaway train.

While we may not be able to control our external environments, we can take a pause and reflect on how we will internally navigate these changes and challenges. External experiences can be a powerful tool to better understand ourselves and help us find ways to manage fear, anxiety, and other uncomfortable emotions.

And while I WAS overwhelmed and likely will be again, my nature walk allowed me to reflect on some of the positive trends coming out of this AI revolution. You can get the deeper dive in the full post, Top 5 XR and AI marketing trends in 2023′ over on MarTech but here’s the spoiler:

#5) Scaling XR experiences enabled by immersive ad units, a BIG thanks to Joe WardDebbie Sorich and the entire team at Undertone for crafting these innovative ad units!

#4) Hardware transcends the headset slump – AR or rather mixed reality glasses ARE coming.

#3) 3D content made simple, with creative teams like the folks EyeJack helping to empower artists with 3D.

#2) Coming soon — an AI version of you! Companies like Doppl.ai are building them as I type this. Yeah, I’m going old school and actually writing my own copy, how primitive.

#1) There will be an AI for that!!! (Insert rimshot here, ‘da dum tss’)

Hopefully some humor and good old-fashioned community can help us navigate the challenges ahead. I’m here for all of it…and for you. ❤

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Hope, fear, and AI

The Verge polled 2,000 people about how they’re using AI, what they want it to do, and what scares them about it the most. For me the good news is (and maybe for all of us), I’m NOT alone with it comes to my mixed emotions on this ever-expanding disruptor and most are in favor of regulations.

A few other key stats:

  • ChatGPT is the most well-known AI tool
  • AI use is dominated by Millennials and Gen Z (In other words, ALL of my students.)
  • Most people thought AD did a better job than they could have
  • Most people are having reactions similar to mine, feeling BOTH excited and anxious
  • 51% of American’s believe that AI will become sentient or ‘conscious’ – (WOWZA! I’m not alone in my wild predictions on AI doubles and companions either.) 

Monthly or Weekly: Cast your vote

I recently was in an awesome MarketingProfs webinar that advised sending out newsletters AT LEAST once per week, given the insane speed of changes impacting our industry. But I wanted to get your opinion – would you prefer I keep the current, monthly digest format or a shorter weekly version? Please cast your vote via my LinkedIn Poll. Thanks much!

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Join Our Next XR Pub Crawl August 25th at 12 noon PT

We’re taking July off to enjoy some much needed R&R and hope you’re doing the same. Our next live event will be the fourth Friday in August where we’ll be talking with the creators of the wildly successful and moving AR app to commemorate Breonna Taylor. This award winning activation is one of my all-time favorite AR experiences and I’m THRILLED to have the team from EyeJack join us to discuss the strategy behind it’s creation. Hope to see you there – simply, RSVP to the LinkedIn Invite.

Top Tools of the Month

Jasper.ai

Jasper is an AI tool trained to write original creative content like blog articles, social media posts, website copy, and other types of marketing content. They offer a free trial, so you can jump in and try it before you buy it. 

Cetra.com

If ‘content automation’ sounds scary, Celtra, is trying to position this as a marketing super power. They offer a suite of services that help marketers scale personalized and dynamic content like ad units, videos, and images. Their capabilities include a studio to easily create endless variations of your latest digital campaign assets like dynamic product ads, dynamic video units that can have unique overlays, graphic call-outs and end-cards and a recently addes AI assistant that helps you with the entire process. No pricing is listed – read expensive – and they require a demo for sign-up.

Rasa.io

Rasa.io takes email newsletters into the future with a platform that uses AI to help do everything from content creation to automated management to integrating with your favorite mail platform. They have a standard monthly subscription starting at $29 bucks per month. If I weren’t using LinkedIn for my newsletter, I would definitely check them out.

Toolhacker.com

A great directory of the latest and greatest AI apps featuring categories for marketing, event management, image generation, writing, video generation, productivity, B2B, and so much more! 

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Top Fool of the Month

Kupid.ai

Kupid AI positions itself as offering “virtual friends and companions to engage in personalized and deep conversations.” They offer different AI ‘soulmates’ characterized by various interests such as cooking, art, gaming, and nature. They are quick to point out that all of the companions are AI-generated and any resemblance to real people is incidental. Duh.

I’ve been on the hunt for the perfect virtual companion since Yahoo chat rooms were a thing, so I was eager to explore what Kupid had to offer. I was SO SO SO disappointed to discover that the creators of this platform seem to think soulmates only come in one variety – a beautiful woman under the age of 30. To be clear, I’m all for virtual companionship and it’s many forms from cybersex to online knitting forums. Frankly, I think it’s more ethical to ‘use’ an AI companion for sex than one powered by a real person. However, given today’s rainbow of identity and gender options, it’s extremely short-sighted to not bring some diversity into the mix. I provided this candid feedback via their website, we’ll see if they listen.

https://www.linkedin.com/embeds/publishingEmbed.html?articleId=9170432275638148004&li_theme=light

June’s XR Pub Crawl On-Demand: Birthday bash in Spatial.io

I’m extremely grateful for all who joined me last month for my virtual birthday party! Thanks to Olivier Moingeon for the insightful presentation and fielding some tough questions. We discussed the latest trend of branded quests in platforms like Roblox and Spatial, how these quests are measured, and some strategic factors to consider.

Once we ate our vegetables, it was time for CAKE in the 3D spatial.io gallery I created for my NFT collection of AI flower fairy PFP’s (that’s short for profile pic, just in case your old like moi!). The site is still live, so if you missed the broadcast, you can jump in and explore.

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I’m working with Exclusible to get my flower fairy collection minted and ready to be claimed by friends of the XR Pub Crawl. Stay tuned for more details on that and one of these haunting portraits can be yours.

XR/AI Marketing News

L’ Occitane takes customers to Provence – via metaverse

L’Occitane isn’t the first to use the Emperia platform to combine the metaverse with a retail shopping experience. I recently visited the Tatcha activation where I chatted with a Zon monk on the benefits of forest bathing and took a stroll through a breathtaking old-growth forest. You can learn more about these projects and others on Emperia’s website.

Sarah Silverman Sues OpenAI And Meta Over Copyright Infringement

Article summary: it’s complicated. The Forbes post provides details on several pending lawsuits. These legal ramifications will likely not be ironed out for years to come, making enterprise and large businesses shy to use AI technology for content generation. 

We tried Threads, Meta’s new Twitter rival. Here’s what happened

Yeah, Threads happened this month. This post on the Guardian provides some fresh perspective from our UK counterparts. One challenge with the platform is that it’s not available in the EU due to privacy concerns. That doesn’t make it optimal for communicating with my global tech geek network, many of whom live in Germany and France. Probably not optimal for global brands either. 

Adobe indemnity clause designed to ease enterprise fears about AI-generated art

If the above legal issues has your legal team preventing you from using AI, Adobe Firefly might be the solution you’re looking for. They train their models only on images they own the rights to and thereby pass that safety onto their customers. 

More XR/AI News:

LinkedIn Launches Live Test of Generative AI Posts

11 AI Video Generators to Use in 2023

NVIDIA CEO: Creators Will Be ‘Supercharged’ by Generative AI

Roblox Opens Immersive Ad Partner Programme at Cannes Lions

Luxury Giant LVMH Strikes Deals with Epic Games and Apple for Creative Transformation

Follow Me on LinkedIn

Before I go, I want to encourage you to follow me on LinkedIn and to reach out with any suggested topics for future XR Pub Crawls and newsletters.

If you haven’t already, please vote on your preferred cadence of this newsletter and stay tuned for the verdict. I hope to ‘see’ you all in August for the pub crawl, until then, take many pauses and be kind to yourself and others.