The arrival of new and powerful technologies such as virtual and augmented reality or artificial intelligence has opened the doors to a new world.
Communication , entertainment and, of course, marketing will change radically with the full integration of these promising tools.
Although it is still too early to predict its possibilities, the truth is that its potential is more than evident.
That is why we wanted to delve deeper into this topic and find out how the disruption of these technologies in the market will transform the marketing industry and the lives of consumers.
And who better to give us a perspective of the future than Jorge Esteban Blein, VR creative director at Hikaru Agency and professor at Icemd whom we have interviewed.
1. What technological projects do you think will mark a before belize phone number after in society?
The ability to create believable environments for the human mind, what we call Virtual Reality, is now possible.
The next challenge, however, is to populate these worlds with beings that seem as consistent as their own environment. And that's where Artificial Intelligence comes in.
The virtual assistants we now interact with (Siri, Cortana), and all the avatars we interact with in VR, need to have a much more sophisticated level of AI than what exists today.
At that point our social relationships will no longer be limited to the human race, which will generate a radical change in society as we currently know it.
2. Google, Samsung and HTC have already invested in virtual reality, but what is this technology missing to take off?
Every disruptive technology has an adaptation cycle that it must go through. Rome was not conquered in two weeks. Television, mobile phones, and even the Internet were gradually incorporated into society.
The problem that currently exists is not in the technology itself or in the market, but in the high expectations or "hype" that today's society places on everything new.
In the case of VR, the adaptation involves the democratization of “Stand alone” VR, that is, of a quality similar to that of high-end VR (with absolute positioning), being totally portable, without cables that make it difficult to transport.
This is already starting to happen with the new models of glasses that will appear shortly. This, together with Apple's already official support for Virtual and Augmented Reality, will get many more people interested in what these technologies can offer.
3. What opportunities does the virtual world offer in its application to creativity?
It is still too early to understand the creative potential that can be achieved with Virtual Reality. It would be like asking George Meliès to explain the new narrative mechanics of the cinematographer with which he shot "A Trip to the Moon." We are at that stage right now.
VR offers an ocean of possibilities to anyone interested in creativity, whether they are visual artists, filmmakers, video game artists, musicians, or any other creative field imaginable.
VR is a compendium of all the arts, all of which will be reinvented in it. Thanks to it, we can visualize a piece of music or enter a painting, as has never been possible before. We are in a magical moment for those of us who are passionate about creativity.
4. How can brands use these technologies to improve the consumer experience by providing added value?
Virtual Reality offers something that is only within reach of our own real environment: living an experience with all the emotional burden that comes with enjoying it in person.
The impression it leaves on the user is similar to having lived that experience in reality, something unattainable by any other means of communication.
For this reason, VR is a unique technology for achieving customer loyalty, communicating brand image, and generating the emotions that we want to be associated with our brand.
But VR goes far beyond marketing, as the Retail sector is going to be rethought thanks to this technology, since moving around to see a product in person and be able to manipulate it will not make sense soon since we will be able to do it in Virtual Reality.