#josiebrown

Josie explains how the trade floor allows for an easy sharing of ideas – from agency to people who may use them and vice versa.  

By Josie Brown

This year at SXSW we’re seeing examples of how computers are building emotional connections using data and programmed responses. While the themes for marketers are not new, AI is now playing a greater role in understanding moods and responding to the emotions of those they are engaging with. 

Here’s why we need to pay attention.

Real time segmentation

Great salespeople ask the right questions to uncover consumer needs and motivations. At the IBM space at SXSW, a Watson-powered chatbot engaged me in relaxed conversation which, within a few steps, provided a reasonable assessment of my personality. It’s easy to see how automated conversations online can quickly lead to relevant products and services being presented to consumers. 

Dynamic messaging responding to my context, such as my mood or location

Across a variety of demonstrations in Austin, we saw content respond to users. Personalised music that responds to my mood (IBM), sounds that are triggered by physical movement (punches sound different to simply raising my hand), light that changes based on sound or directional cues (GECCO). Ways for consumers to signal their presence and requirements can be more multi-dimensional.

By Josie Brown

The winners of SXSW Accelerator Pitch sessions have just been announced, offering a glimpse at some of the most promising new tech from some of the most nimble startups from around the world, across a range of categories from FinTech to Health & Wearables, and Sports Tech to Social & Culture.

It has been incredible to watch these start-ups deliver some impressive pitches to a roster of highly esteemed judges over the last two days – the questions and observations were as interesting as the pitches themselves.

Here are five start-ups, from the 12 winners announced at SXSW, that really piqued my interest as a digital marketer:

1.  Lily (www.getlilyapp.com): winner in the Social & Culture category. Helps women select & buy clothes by understanding her emotions and perceptions about her body. US only at this stage. A really interesting retail application – could be an interesting partner to large clothing retailers. 

2.  Sound Scouts (soundscouts.com.au): winner in the Health & Wearable Technology category. An Australian company - looking to go global - which uses a mobile game as a hearing test for children.  It’s inspiring to see games as a vehicle to engage on health topics and diagnosis.