The Technologies Brands Should Keep On Their Radar
The rise of AI and AR has birthed a new visual language, shifting the worlds of art, design and subsequent advertising and activations. The surrealist nature of technology saw brands like JACQUEMUS , Isabel Marant and Victoria Beckham playing with mixed realities via VFX campaigns in 2023 — we unpack some success stories in our latest ‘Marketing in a World of Paradox’ report, compiled in collaboration with our partners at the Independents, CTZAR.
What comes after surrealist VFX campaigns?
Looking ahead at the technologies brands should keep on their radar, we speak to the Institute of Digital Fashion ’s Co-Founder and CEO LEANNE ELLIOTT-YOUNG . Since its launch in 2020, the Institute of Digital Fashion has become the backbone of innovation in digital fashion, building world-class experiences at cultural moments via AR, CGI, UX, digital try-ons, research papers and SWeb3 consultancy. With numerous esteemed accolades including ‘Number 1 Women in Web3 Europe’, ‘Vogue Business 100 Innovators’ and ‘Global Top 100 Women of the Future in Emerging Tech’, Leanne’s expertise in the space perfectly positions her to inform where the convergence of tech and brand marketing is going.
As experts labelled 2024 the year of AI, this also resulted in ethical questions surrounding deepfakes — such as that of Taylor Swift. Leanne noted ‘Legislation is finally catching up’ — something which came into effect earlier in March when the European Parliament passed the AI Act, calling for a responsible use of AI technology. ‘Many fear that AI will replace human creativity and autonomy,’ she added. ‘However, I believe AI should be viewed as a tool to augment human creativity. For us, the real conversation revolves around digital identity and how AI impacts our perception of self: What does it mean to be a human if AI is interacting like us?’
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Creating digital identities online opens up myriad possibilities for one’s expression of the self. But technology also gives way to new world depictions, where the physical and the digital are blurred — it’s a great way for luxury brands to immerse their audiences into their bespoke universes. After VFX campaigns, ‘Spatial computing will revolutionise the space,’ said Leanne. ‘The Metaverse failed because fashion is a beast that is obsessed with trends — the technology couldn’t follow. When spatial computing hits, you will have that duality of realities even more. VFX campaigns are an introduction to that; you can play with the narrative and storytelling of your brand in new and innovative ways.’
‘Fashion has historically offered escapism during tumultuous times,’ she continues. ‘With the ongoing socio-political crises, brands are doubling down on fantasy to provide consumers a reprieve from reality. However, there’s also a call for brands to address pressing issues. Balancing escapism with social consciousness will be key moving forward.’ Our report calls out this need for escapism, paired with a desire for being grounded in reality; a paradox that stems from the current state of ‘Permacrisis’.
Read more about the modern consumer’s mindset, and how brands are answering to it in our KARLA OTTO x CTZAR Marketing in a World of Paradox report — download it here .
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Loved chatting with you about the future of tech! As always, for us, it’s about putting people and planet first; creating the culture of today for the community of tomorrow! ????