La centralità del cliente vince sull’innovazione

AICEX: la centralità delle persone si sposa più con il design, l’usabilità, gli spazi fisici e il buon senso piuttosto che con algoritmi e robot. Ecco perchè l’intelligenza artificiale sarà vincente solo se utilizzata a servizio delle persone.

Innovation might be the buzzword on everyone’s lips but customer and design centricity is what will win the day with customers according to Gartner.

This is despite innovation diving in hard, with chatbots and artificial intelligence joining the fray.

Part of it is getting more return on investment (ROI) from their research and development dollars claimed Brian Prentice, vice president, research, Gartner.

“Organisations that are more design centric appear to be more innovative than the R&D dollars they spend. Apple for example, spends a fraction of R&D compared to Samsung, but their market capitalisation is higher and they seem to have a higher degree of customer satisfaction and loyalty than Samsung does,” said Prentice. Continua a leggere “La centralità del cliente vince sull’innovazione”

Solo la Realtà Virtuale che genera Empatia farà tanto bene al Business

[PHOTO: FLICKR USER AGUSTÍN RUIZ, ILLUSTRATION: AGSANDREW/ISTOCK]

AICEX: Un post per chi vuole capire l’essenza vera della realtà Virtuale. A partire dal Design. Perchè forse solo uscendo dal nostro Mondo riusciamo a comprenderlo davvero.

From training diverse workforces to understand each other to putting product designers in the shoes of their customers, VR is poised to be far more than just a game.

Researchers at Stanford are running “virtual shoes” experiments in which people “viscerally embody avatars” that encounter various forms of prejudice, based on age, race, economic status, and disabilities. Then, subjects are tested for changes in empathy levels toward these groups. After positive initial results, the team is now partnering with neuroscientists to demonstrate how these experiences–which they quite clinically call “self-other merging”–can physically change the brain to reduce bias.

Social innovators are tapping into VR to deepen citizens’ identification with disadvantaged people and places. After screening its documentary on a 12-year-old refugee in Jordan, Clouds over Sidra, in 360-degree video, UNICEF more than doubled its annual fundraising haul. Pencils of Promise, which builds schools for children without access to them, used the same technology to show what learning feels like before and after access to a decent learning environment. More recently, an immersive experience called Notes on Blindness stole the show at the Tribeca Film Festival, by putting the “audience” in the mind’s eye of someone who is blind. 3D sound was the star here, showing that VR’s power transcends fancy visuals.

But empathy-driven VR isn’t just for advocates and academics, it has value for business, too.

Continua a leggere “Solo la Realtà Virtuale che genera Empatia farà tanto bene al Business”

Forbes: 11 utilizzi creativi della Realtà Aumentata nel Marketing

AICEX: 11 persone per 11 interessanti punti di vista.

Augmented reality is quickly becoming one of the hottest trends in the marketing and advertising industries, recognized as an innovative and creative way of connecting with customers and increasing engagement. The technology has significantly grown in popularity over the last few years, and the AR market is expected to continue this trend; it’s projected to reach $117.4 billion by 2022, as indicated by Markets and Markets research.

Giving advertisers and marketers an opportunity to create innovative campaigns that integrate the digital world into the real world, AR is popular with a wide range of consumers, from children and tech-savvy millennials to baby boomers – basically, anyone owning a smartphone.

Below, 11 Forbes Agency Council members discuss the different ways in which augmented reality can be used creatively in the marketing and advertising industries.

All photos courtesy of individual Forbes Agency Council members.

From Snapchat filters to Pokemon Go, augmented reality techniques are gaining traction.

Continua a leggere “Forbes: 11 utilizzi creativi della Realtà Aumentata nel Marketing”