The future vision of movies like Blade Runner (set in 2019) has not yet come to fruition but, nevertheless, trends around the world are moving fast and changing how we live and interact with the world. Brands will need to understand how these trends will impact their ability to do business and find solutions to adjust.
Here are five trends we can expect to see in 2020:
1. GAN Technology for In-Store Communication and Visuals
This emerging type of artificial intelligence uses Generative Adversarial Networks (call them AI1 and AI2) to create images, stories and other content that “feels” like it was generated by a person or a physical object like a camera. A recent example of this technology is the rise of “deep fakes” — movies or images of famous people that are actually fabricated by the GAN. It’s been the recent plague of celebrities and politicians, and the technology is only getting better.
In the “deep fake” example, AI1 is tasked with creating the image of a celebrity using a set of images of that celebrity as reference. It takes its best shot, and then shares it with AI2 that is programmed to evaluate images based on their “realism.” Based on AI2’s critical feedback, AI1 refines the image until it looks real enough to pass. This “self teaching” AI approach has many less nefarious applications.
For consumer product brands, the use of GAN technology can open up the opportunity to use data such as shopper cognitive science to suggest optimizations to in-store communication and visuals.