Web Summit 2017 – Day II

Web Summit 2017 – Day II recap

During the second day of the event, there was not many panel discussions and lectures for our field of work, but were more oriented to tech development, AI, robotics etc. So we handpicked a few that could sound interesting, and used more of the day to browse start-ups, talk with young entrepreneurs and people from our industry.

Content creation from idea to screen

Probably one of the most interesting lectures we seen this year. By creating made-up product from zero, David Schneider from That Lot and Gail Heimann from Waber Shandwick presented a case study of an app called SPATNAV. By describing the whole creative and development process speakers took us on a journey that showed how you can create content relevant to your product, audience, what techniques can you use and how you can play with your consumers.

Artificial Immortality: Letting my Dad live forever

With AI capabilities improving each day and chat bots doing things beyond the imagination, James Vlahos from Wired thought of an inspiring, but in a way frightening idea. He developed a chat bot with personal features of his Dad who died few years ago. By working on the cognitive aspect of the bot, not only he created bot that engages in the conversation with simple Yes or No answers, but gives answers in the manner his dad would have given. So this bot talks about family history, relatives, makes specific jokes and uses specific language, expresses emotions towards his son, shares thoughts about life and death. The author even went a step further, and by adding sound samples to the bot, he made it alive and to sound 100% as a real person standing in front of you.

E-commerce is eating the retail world

Are we going towards the world where all products and services we need will be shopped online. Three debaters from the industries talked about the differences from the online and real-world shopping experience, future of the market, big players as Amazon and Aliexpress. The conclusion that they all come at the end is the part of the goods will always be more dominant in real world, and that what will differentiate online sellers are not just prices they offer for the same thing, but more of the service and experience you get after the shopping is done. This include the time needed for the delivery, customer relation and impression that the person delivering the goods leaves. Things that leave user satisfied when the bought product or service arrives at the address.

The dangers of social media addiction are greatly exaggerated

Do you spend too much time on Facebook, Twitter and other forms of social media? To what extent is it interfering with other aspects of your daily life? This debate between people who work with and within social media environment made us think. Would we be more isolated than today? Can we imagine the world without Adele who was discovered on MySpace? Is social media bringing people together and creating one global community, or helping polarization of the world? Both debaters agree it’s just the tool, and it comes down how we use it. If we are pushing positive messages, then we are doing good, and vice-versa.

How videos go viral?

Malena Cutuli (Shell Brands International), Brendan Kane (SEAkers) and Shalini Sharma (Fast Company) talked about noise that is produced daily with over 60 billion messages shared on social media networks and other digital platforms.  The battle between them is not just for reach but engagement too. They showed us the real case studies with hundreds of millions of views across platforms and basically gave us the formula for viral video. Each of them had one key element in formula and that was emotion.

Most of the panels and lectures are available at Web Summit Facebook Page

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