In Cannes we text – day 4

Iñaki Munoz and Ángel Gallego from the Text100 Madrid office give us their final days’ highlights from the Cannes Festival of Creativity: Chat-bots and voice tech.

Iñaki Munoz and Ángel Gallego from the Text100 Madrid office give us their final days’ highlights from the Cannes Festival of Creativity: Chat-bots and voice tech.

This is the final post in our series of highlights from Cannes 2017. Make sure you check out day 1, day 2 and day 3.

This is a very sad post because we are departing Cannes today after an amazing few days. However, today was as exciting as the rest of our stay…

Let me ask you a question

What do Twitter, Absolut Vodka, SkyScanner, and many other brands have in common?

They have adopted chat-bot technology to assist their consumers, giving them a personalised, easier and faster on-site experience. It seems scary, but chatbots are trying to work out what we want, before we even know ourselves.

Chat-bots (also known as personal assistants) will change the way we consume, as they will help in our decision making even if we are not consciously aware of it. This is extremely interesting because they will learn our preferences, our latest reviews, what we read, what we bought and where we bought it.

The next stage for companies is to personalise the interaction of these chatbots, because at the moment we as consumers are not quite receptive to their recommendations (yet).

This will be a new challenge for our brands as well: Good brand positioning in the options of these assistants should be a key priority for marketing teams. Currently, chatbots are likely to propose the best option for consumers according to their previous purchases, but in the future this will be open to branded and sponsored content.

The power of digital voice

According to Google, 20% of mobile searches on Android are by voice and Amazon has created a new voice service called Alexa, which has sold 11 million hardware devices called Amazon Echo, and Google launched its own equivalent, Home, in the UK in April this year.

Voice Technology was one of the main topics for us in our Day 4 in Cannes and we can see the real potential of this tool to develop marketing strategies and to help human beings. According to a Mindshare report identifying the implications of voice in nine global markets (China, Japan, Thailand, Singapore, Australia, Germany, Spain, the USA and UK), 87% of regular voice users believe that the technology really simplifies their lives when it works properly. Indeed, these are the three key insights for brands:

  • Voice is a less mentally taxing form of interaction.
  • Consumers want utility and proactivity from their Virtual Assistants (VAs)
  • Voice users develop strong emotional connections via voice.

However, the key finding that got the audience talking was this: 29% of regular voice tech users globally have had a sexual fantasy about their voice assistant. Anyone else thinking about “Her”, the science-fiction drama starring Joaquim Phoenix?

Maybe a world like this video is closer than we think. There is a digital voice assistant in China called Bibo, which is able to reduce waiting lists in hospitals thanks to more than 400,000 doctors who solve quick questions that do not require physical presence.

And that’s all folks, this was an amazing opportunity to go to such a creative and inspirational event. We come home with our luggage full of ideas and tips for us to work with. Until next year!

Make sure you check out day 1, day 2 and day 3.

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