At the dawn of a new digital culture?  - Customer Experience > Experience

At the dawn of a new digital culture? – Customer Experience > Experience

If the metaverse and crypto-assets are no longer popular, generative AI could impose itself in 2023 as the new technological trend that must be seized.

End of 2021, Marketing wondered if the metaverse and NFTs wouldn’t be the flops of 2022. Even if the valuation of crypto-assets then reached peaks, Twitter adopted non-fungible profile pictures, and Facebook became Meta, entered a new era of the Internet.

As for the brands, all wanted to launch their NFT collection, and the slightest gaming operation became a pretext for a sensational entry into the metaverse… Twelve months later, enthusiasm has indeed waned. Like the course of Bitcoin, still recently affected by the FTX scandal. For its part, Meta has sacrificed its profitability, its cash flow and 11,000 employees in the development of Horizon Worlds, which attracted less than 200,000 users at the end of October, far from the 500,000 hoped for. And what about Twitter? A double page would not suffice.

Failures to qualify

One could therefore think that we had been right. And yet, no. These failures should be qualified: the adoption of these innovations is done in fits and starts, and after the euphoria, the economic context advocates sobriety. Gartner, famous for its hype curve, evokes the maturity of the metaverse for 2030. And the experts themselves are still struggling to agree on the definition of the metaverse or on the potential of Web3!


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“For now, the experiences designated as representative of the “metaverse” are deceptive. As for Web3, the purchase of crypto-assets may seem expensive for the vast majority of consumers”summarizes Maria Mercanti-Guérin, teacher-researcher in Digital Marketing at the IAE of Paris and at the Sorbonne Business School.

“Hence the slow adoption of these topics, and the feeling that big companies are the only ones who want to drag us into it.” She is joined by Sébastien Badault, VP Marketing and Web3 at Ledger: “The Internet bubble, then the subprime crisis each time gave a new impetus to the development of the Web. For my part, I do not believe in the logic of an immersive world. I do not think that is what people are looking for For now, we will first see the development of hybrid approaches, with more virtual in the physical world, and vice versa.”

In its predictions for 2023, Forrester evokes this use of mixed reality in a professional setting, through meetings of avatars working on 3D models. But judges that the general public’s appetite for immersive virtual experiences has fallen with the end of confinements… Which also explains the drop in online purchases. But for all that, can we predict the end of e-commerce?

Similarly, again according to Forrester, 80% of French people are not particularly interested in NFTs. But which French, and which NFTs? Successful NFTs may be those that will not be identified as such, and which will allow “token gating”, i.e. access to content or advantages reserved for their owner, such as the Swoosh platform. from Nike.

Moreover, the drop in crypto-asset prices should encourage the development of less speculative uses to engage the youngest. “The fall in prices does not impact the group’s strategy. We remain focused on the long term, and are building the infrastructure that will allow us to be ready when the ecosystem is developed for the general public.“, assures Nicolas Joly, Director of Merger and Acquisition Projects of the Casino Group. Stéphanie Zolesio, General Manager of Casino Immobilier, completes: “We believe that the metaverse is a new meeting place with consumers, and that NFTs are a new medium for developing customer relations.” Will we one day see the development of a “CRM Web3” based on the NFTs held in our wallet, or will the latter become a unique identifier for our online browsing? Hard to say.

AI what?

“The most obvious opportunity is in digital twins”says Julien Pillot, teacher-researcher at INSEEC, referring to the replicas allowing surgeons, firefighters or even special forces to train in virtual environments before taking action. The Oasis of Ready Player One is still a fantasy in order to attract investment. Even if Horizon World and the other playful metaverses are not successful, the money invested in these projects will have advanced research in AR/VR, artificial intelligence (AI) or haptic feedback, creating new solutions and also many jobs!”, judge the economist. And indeed, we must highlight the progress made in 2022 in terms of generative AI.

AI what? Get ready, it seems hard for you to escape it in 2023. Already used in the creative and marketing industry to add or remove new elements in visuals, or even to replace actors as part of morphing, AI is now able to generate content on its own, based on a “prompt”, a command in natural language.


Read also: Web3 AI budgets How marketers are adapting to today’s environment

Another revolution: some platforms are accessible in open source, and on mobile.

Something to boost their use, and relaunch the eternal debate on the end of the DA… “We should rather consider these tools as a way to save time in the creation of moodboards for example, to focus on the concept and the creative idea. The development of cameras on smartphones has not killed the job of photographer”, reassures Mélanie Pennec, Executive Creative Director of DDB Paris. She is joined by David Raichman, her counterpart at Ogilvy Paris. He uses generative AI to power his @davethepreacher Instagram account, and is behind the recent “The Milkmaid Imagined by AI” campaign for Nestlé, in which Vermeer’s work was reimagined using the DALL-E Outpainting function: “The use of AI is not new. The revolution is rather to be found in the possibility of combining different AIs to quickly generate text, sound and image. After emojis and memes, our way of communicating online will be reinvented.”

But there again, the road will be long. First, because those who manage to master prompts to create professional quality results are rare. Then, because many ethical questions arise on the use of databases or the right of ownership of the creations generated. After the metaverse and NFTs, AI should therefore also be a pretext for great PR operations in 2023, before seeing the development of more structuring uses in the years to come, in a context increasingly favoring decentralization. , interoperability and the creator economy… See you in a year to invalidate these predictions!

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