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Pernilla Ihse
Fredrik Hildebrand
Johan Söderberg
SXSW Interactive, March 8–12th
Syv SXSW-trends, som du ikke må gå glip af
1
Cannabusiness
Den nye økonomi hvor penge vokser som græs
42
Cannabusiness
49
Blockchain &
Cryptocurrency
37
Food
😷🥴
”I think I will, when the time is right”
”I think I will, when the time is right”
Gwyneth Paltrow
2
Mo’ Bility
Casual transportation
Chris Urmson
Malcolm Gladwell
Jo Ling Kent
3
Emotional AI AF
Will machines become human?
”How can it not
know what it is?”
Contextual
awareness
🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆
🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆
🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆
🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆
🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆
🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆
🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆
🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆
🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆
🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆🍆
Industry advise:
•No unsupervised learning
•Nisch your bot – learn and expert a specific area before
you scale up
•The human trainer need to be aware of their bias
Companies/brands:
•Give your customers the power to test and choose the
persona of your bot.
•Think about your brand and create a persona out of that
”Anthropomorphism”
Humans have been found to apply social rules, such
as politeness, in their interactions with computers.
4
Natural UI
Interfaces where interaction occurs on our terms
AI is the enabler
”Until now, we have always had to adapt
to the limits of technology and conform
the way we work with computers. With
NUI, computing devices will adapt to
our needs and preferences for the first
time and humans will begin to use
technology in whatever way is most
comfortable and natural for us.”
– Bill Gates
keyboard
170 million
touchscreen
700 million 1.4 billion
CUI GUI NUI
Alibaba
Smart touch från Alibaba
The phone for those who can't see
Gatebox, Japan
5
Good tech, bad tech
Same, same but different
”Allow the trustworthy to roam
everywhere under heaven while
making it hard for the discredited
to take a single step”
Chinese State Council’s planning outline for

the construction of a social credit system, 2014
Bias in AI
Inclusion
• Recognise inclusion
• Learn from human diversity
• Solve for one, extend to many
John Maeda
Health
tech
Thanks, this is even better
than I thought. Before I would
have my TV on to classics and
have to listen to what they
had–some real dissonance.
But now I can ask Google to
play Vivaldi or Mozart. I don’t
have to listen to Copland.
Great!
84 year old grandfather
”It has afforded me
something that I have lost.
Memory. I can ask it anything
and I get the answer instantly.
And I can ask it what day it is
twenty times a day and I will
still get the same correct
answer.”
Rick P, diagnosed with Alzheimers
”We were a chatty couple, and we
were even able to have arguments,
thanks to the software”, his wife
Keiko, 69, said.
Argo Floats
Soft Robotics
6
T R U S TThe truth, and nothing but the truth
Influencer marketing is f****d!
”Trust is our product”
Cameron & Tyler Winklevoss
•Do what you say you are doing
•Treat your customers well
•Instead of building the future of money, build trust
”Words can change
the world.”
Susan Fowler
Black box brand
Glass box
• True engagement
• Transparency
• Authenticity
7
Empathy
How to build a strong, authentic and empathic brand:
•Find your issues and areas that you can address with
credibility
•Be comfortable with not addressing every question that
trend on Twitter
•Earn the right to take a stand!
•Team effort and bringing different perspectives to the table
•Decide what you don’t support
•Try thinking as a non-profit organisation in terms of how you
organise and act
Tesco, UK
Starbucks Sign, DC
SXSWestworld
SXSWesteros
8
The year of the
”The Chinese have no problem
trading data for convenience”
Bessie Lee, CEO and founder Withinlink
$ %
Xiong’an
Siri, what is one trillion
to the tenth power?
1. Cannabusiness
2. Mo’ Bility
3. Emotional AI AF
4. Natural UI
5. Good tech, bad tech
6. Trust
7. Empathy
8. The year of the pig
”Think critically.
The trends are still bullshit.”
(Tanarra Schneider, FJORD)
Thank you, you’ve been
an awesome audience

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