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Rewiring creativity for an unimaginable future

Immersive technologies are blurring the boundaries between the physical and virtual, and brands are forging meaningful relationships with customers through personalized interactions. 


The convergence of immersive technologies has changed the way we perceive the world, blurring the boundaries between the physical and virtual realms. In this age of limitless possibilities, our identities have become fluid, expanding across multiple personas in immersive environments.

In this session from Cannes, representatives from Wunderman Thompson explore how we can redefine normality and write a playbook for creativity that brands can use to reach a new breed of customers.

Transforming lives through technology

Technology has become an integral part of our lives, profoundly impacting not only our physical well-being but also our identities and interactions. Take, for instance, the case of individuals with hidden disabilities who can now engage in conversations seamlessly through discreet hearing aids. Virtual avatars have emerged as powerful tools for creative self-expression. The future lies in augmented reality, virtual reality and avatar technologies, empowering individuals to be their authentic selves.

Technology’s indispensable role in our lives

Surveys show that an overwhelming 76 per cent of people depend on technology for daily activities, with 93 per cent recognizing its potential as the future. The digital landscape has matured, blurring the line between the online and offline worlds. Our relationships, work and shopping experiences are increasingly mirrored in the virtual realm. As virtual actions carry real-world implications, our identities are being challenged.

The big implications for brands

These evolving trends have significant implications for brands aiming to connect with their audience. Virtual brand ambassadors offer personalized interactions, enriching the virtual experience. The integration of artificial intelligence enables more natural and engaging conversations. A shining example of this personalized approach is Ruth, the Nestle Toll House virtual brand ambassador. Looking ahead, bespoke brand ambassadors tailored to individuals will become commonplace, while celebrities and influencers may create digital twins to expand their reach. Voice technology, such as Grimes allowing AI artists to use her voice, holds immense promise in the realm of brand interactions.

Nurturing meaningful relationships with technology

As we embrace virtual reality, augmented reality, and AI, it is essential to consider the relationships we forge with these technologies. Our interactions are no longer limited to transactional encounters but have become nurturing and meaningful, blurring the boundaries between human and AI. Virtual identities are now an integral part of our lives, shaping our actions and relationships. It is crucial to explore the positive possibilities and fully embrace technology’s potential while addressing challenges such as fraud, security and crime.

Maximizing technology’s potential for all

Technology has the power to benefit diverse communities and individuals. It can enhance charisma, aid those with memory issues, facilitate real-time translations for participation in presentations and transcend language limitations. The ultimate goal should be to maximize the potential of technology for all individuals and harness its capabilities for positive change. Inclusivity should guide our approach, ensuring that the disability community also benefits from the advancements technology has to offer.

Evolution of personal identity and perception

During the session, Patrick Kane of Wunderman Thompson shared a personal journey that exemplified the constant evolution of the concept of ‘normal.’ From adapting and embracing self-expression through diverse prosthetic designs to experiencing the transformative impact of a revolutionary bionic arm, their capabilities and how others perceived them underwent a remarkable change. Pity transformed into curiosity and wonder as both their body and prostheses evolved. This personal narrative underscores the profound influence of technological advancements on shaping personal identity and challenging societal perceptions.

Lives and identities are being reshaped as technology merges the digital and physical realms. As we navigate this transformative landscape, it is crucial to explore the positive possibilities while addressing challenges.

Katherine Scarrow

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Cannes Lions

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