Komfo Summit is all about enabling meaningful moments. Stay ahead of the curve with chatbots, customer service, data activation, ROI, AI, machine learning, influencers, and much more. What is this presentation about? Originally from Aarhus, Denmark, Sophie has been living in the U.S. for the past 23 years, delivering digital solutions and consumer experiences for large brands and startups such as Target, Reebok, Google, Sephora, and LeTote.

1. #komfosummit 2017
ANNE SOPHIE HURTS
Extractable
”Digital transformation”

2. DIGITAL TRENDS
KOMFO SUMMIT 2017

3. CONSUMER, MOM, WIFE, GEN X,
IMMIGRANT, DANE,
CALIFORNIAN, AND FACEBOOK
ADDICT.
23 YEARS IN SF. 18
YEARS IN DIGITAL.

4. TODAY
AGENDA
▸ Amazon
▸ Millenials
▸ AI + Machine Learning
▸ Bots
▸ VR/AR
▸ Don’t Call It A Car

5. “THE BIGGEST THING IN TECHNOLOGY IN
2017 IS VOICE. AMAZON HAS EFFECTIVELY
CONSPIRED WITH VOICE AND TECHNOLOGY
AND A HALF BILLION CONSUMERS TO KILL
BRANDS”
Scott Galloway
DIGITAL TRENDS: 2017

6. LIVING IN AN AMAZON WORLD
2016 share of US ecommerce sales

7. WHY AMAZON IS WINNING
Amazon sells
more books
than Borders
and Barnes &
Nobles
combined
Amazon 2X
market
share in
hosting as
Google
Amazon has
more
product
searches
than Google
Amazon
surpassed
Apple in video
streaming

8. INSTANT AMAZON: DASH BUTTONS

9. ECHO + ALEXA: AMAZON
BEYOND THE SCREEN

10. AMAZON PRIME AIR: DRONE
DELIVERY IN LESS THAN 30 MIN

11. AMAZON GO: TAKING THE
ONLINE OFFLINE

12. AMAZON GO: TAKING THE ONLINE OFFLINE

13. “Customers are always beautifully, wonderfully dissatisfied, even when
they report being happy and business is great. Even when they don’t yet
know it, customers want something better, and your desire to delight
customers will drive you to invent on their behalf. No customer ever asked
Amazon to create the Prime membership program, but it sure turns out they
wanted it, and I could give you many such examples.“
Jeff Bezos, Amazon CEO
DIGITAL TRENDS: 2017

14. MILLENIALS
THE POPULAR KIDS

15. SO, WE WANT TO
TARGET
MILLENNIALS…
EVERY AGENCY BRIEF:

16. MILLENIALS: 92 MIL
GENX: 61 MIL
BABYBOOMERS: 77 MIL

17. THE SHARING ECONOMY:
BUYING IS FOR OLD PEOPLE

18. THE NETFLIX OF CLOTHING: LE
TOTE + RENT THE RUNWAY

19. ONLY WHAT I NEED: LIFE IN
THE CONVENIENCE LANE

20. AIRBNB TRIPS: NOT JUST
ROOMS ANYMORE

21. DIGITAL TRENDS: MILLENNIALS
SO WHAT DOES THIS ALL MEAN?
▸ Build it and they will come: platforms for the sharing
economy are here to stay
▸ Think mobile mobile > desktop > retail. Automate
everything
▸ Lead with a mission to transform the world. Think “like
Uber but for …”

22. ALGORITHMS, MACHINE
LEARNING, AND AI
THE NEW INFLUENCERS

23. “90% OF THE WORLD’S DATA
HAS BEEN CREATED IN THE
PAST 2 YEARS”
IBM Marketing Report 2015
DIGITAL TRENDS 2017

24. LIVING IN OUR BUBBLES: WHEN
ALGORITHMS PICK OUR NEWS

25. THE NORTH FACE + WATSON

26. AI FOR FINANCIAL SERVICES

27. WAZE: HUMANS + AI WORKING

28. DIGITAL TRENDS: AI AND MACHINE LEARNING
SO WHAT DOES THIS ALL MEAN?
▸ Hyper personalization of products and content means consumers
expect brands to know more about them and cater the offering and
messaging accordingly
▸ Time to invest in a data science team if you don’t have one already
▸ Think beyond the screen when designing new digital experiences.
Voice and wearables are the new frontier

29. BOTS, BOTS, BOTS
THE NEW HUMANS

30. BY 2020, 85% OF CUSTOMER
INTERACTIONS IN RETAIL
WILL BE MANAGED BY A BOT.
Gartner
DIGITAL TRENDS: 2017

31. MESSENGER APPS ARE THE #1
APP DOWNLOADED GLOBALLY

32. ACTIVISM AND RESISTANCE:
TALK TO YOUR

33. AMAZON CUSTOMER SERVICE

34. STARBUCK
COFFEE BOT TO THE
RESCUE

35. WOEBOT
MENTAL HEALTH ON
FB MESSENGER

36. DIGITAL TRENDS: BOTS
SO WHAT DOES THIS ALL MEAN?
▸ The largest transfer of wealth in generations means the race for bots in
financial services has only just begun. Up next; healthcare and transportation
▸ Alexa, Siri, and Google Home can fulfill all your needs with minimal effort
from you and with all the power of your mobile device. Think App Store for
voice
▸ According to Gartner, 85% of all customer interactions will be managed by
bots by 2020. How can a bot help you?

37. CHOOSE YOUR ADVENTURE:
MARS OR NYC?
IT’S ALL VIRTUAL REALITY

38. VR IS ESTIMATED TO BE $30
BILLION BUSINESS BY 2020

39. AUGMENTED REALITY FINALLY HITS
IT BIG: 500 MILLION DOWNLOADS

40. GENERATION BEYOND:
SCHOOLBUS TO MARS

41. GENERATION BEYOND: SCHOOLBUS TO MARS

42. SINGLES DAY: SHOP MACY'S
NYC VIRTUALLY FROM CHINA

43. THE OZO: THE WORLD’S FIRST
VR CAMERA BY NOKIA

44. DIGITAL TRENDS: VIRTUAL REALITY
SO WHAT DOES THIS ALL MEAN?
▸ AR has shown the most commercial success where VR has
been transformational for education and medical training
▸ Google Cardboard app has been downloaded over 10
million times
▸ VR is still limited by a fragmented expensive market. It
needs a hero product to push into mainstream

45. WHEN COMMUTE TIME
BECOMES CONSUMPTION TIME
DON’T THINK “CAR”

46. “CALIFORNIA NOW HAS 27
AUTONOMOUS CAR COMPANIES WITH
OVER 180 VEHICLES APPROVED FOR
ROAD TESTING”
Guardian, 2017
DIGITAL TRENDS 2017

47. WAYMO: TESTING IN THE REAL
WORLD

48. THE SELF-
DRIVING TRUCK
MEET OTTO

49. THE SELF- DRIVING TRUCK

50. YOUR SELF DRIVING UBER IS
ARRIVING NOW
UBER EATS | UBER DELIVERY | UBER FOR BUSINESS

51. DIGITAL TRENDS: DON’T THINK “CAR”
SO WHAT DOES THIS ALL MEAN?
▸ The impact is bigger than just the car industry:
▸ No more parking, speeding, and drunk driving tickets mean less
revenue for governments
▸ 90 of accidents are caused by human error. If your car is driving,
what will you insurance needs be?
▸ When cars can drive themselves, do you need to stop at a hotel on
road trips?
▸ When you are not driving, you don’t need to watch the road . This
means you can spend more time consuming media, entertainment,
and shopping while commuting

52. “WE ONLY GET TO PLAY THIS
GAME ONE TIME. WE HAVE
ONE LIFE.”
Gary Vaynerchuk

54. THANK YOU.ANNESOPHIE.BREUNING@GMAIL.COM