Artificial Intelligence has expanded its developments leaps and bounds in recent years, and in ways consumers might not even recognize as artificial intelligence. “Simple” technological advances such as facial recognition, speech recognition and risk assessment are everyday AI applications that are now fully integrated with our modern world.
However, technology does not exist inside a vacuum. As stated by The New York Times, AI is created and “perfected” mostly by white males, which has certainly impacted the “intelligence” making decisions of the products they create. For example, smartphone cameras can have trouble cueing facial recognition features for those with darker complexions, or indicate the photos of those with more almond-shaped eyes are blinking. Risk assessment software has repeatedly been found biased against those of certain ethnicities, to much controversy. Politics and aesthetics aside, technology waits for no man…or woman.
On the heels of these developments is the looming future of virtual reality. The overlords at Google have noticed a spike in VR searches (did you know there is already a TON of VR content on YouTube?), meaning this is the time for brands and companies to begin futurecasting their place in this milieu. This is the chance for many brands to shape the future while making history. The chance to capture a location, party, major milestone as they are presently. This is the chance for content creators to think outside the [Google Cardboard] box, if you will.
But not for nothing, Google wants you to consider if VR is right for your brand before you invest in the technology. Here’s their question/checklist you can do for yourself:
- Will VR give viewers an experience that they otherwise couldn’t have?
- Could you give consumers a better feel for your product?
- Will your recording environment be rich with things to see?
- Will viewers want to continue watching beyond the initial “That’s cool” moment?
Early adopter brands that have taken this technology and run with it include: BMW, Broadway, and Dior (no biggie). So, while it’s commendable of Google not to force the encroaching VR giant down the throats of potential stakeholders, it is to be noted that the future is coming, regardless if you buy in to it or not. With so many “conservative” companies hesitant to even create a website or change their tune to social media, the ecosystem requirements for a companies’ digital platform will have changed immeasurably before they even arrive at the dock for a ship that left in 2002.
With the innumerable possibilities VR has for B2C and B2B companies there is surely something for everyone. How you apply it is up to you…and your marketing firm.