VivaTech 2024: Setting the Stage for the New Age of Experience

Viva Technology, Europe’s largest technology conference, was a showcase of everything new in technology from the startups, to the massive global technology companies, to the debut of the Cybertruck in France, Viva Technology was a snapshot into the areas marketers will focus on in 2024 and beyond.? AI and Gaming were both on display as the areas driving innovation in data-connected intelligence and interactive social experiences.? These areas are continuing to merge together into platforms powering the future of brand to consumer connection through personalized and immersive campaigns and partnerships.? The Publicis Groupe booth was ground zero for the very best conversations with industry professionals and informative presentations from leaders in media and technology from the Groupe and our partners.? We delved into some cutting-edge innovations and fresh perspectives from industry leaders shaping the technologies powering the future of our industry.

Highlights from the week:

AI, The Global Software Update: AI-powered products and services across all verticals were on display from the largest tech players like Microsoft, Meta, Amazon and startups from around the world.? From enhancing productivity with AI-driven tools to personalizing customer experiences, the potential of AI was the major focus.? New ways to connect your data to automation tools are producing real-world efficiencies at the dawn of the age of AI.? Companies that Publicis has partnered with to build next-gen capabilities in Generative AI like Bria were showcasing their latest innovations in image creation with remarkable enhancements to consistency & realism and their responsibly sourced image models for unlocking brand-level automation in asset creation.

An Incoming Synthetic Data Boom: There were impressive displays from companies like Octopize that enable the use of synthetic data models to simulate real world audience behavior.? These data sets can be used to simulate interaction rates, retail traffic flows, online engagement metrics and digital twin applications.? In the AI age, synthetic data enables secure and compliant data use, offering applications across healthcare, finance, and more without the risk of violating GDPR or other regional regulations around data collection, storage and application. Companies are leveraging synthetic data to create accurate, anonymized datasets for training AI models to uncover insights and favorable outcomes.

Accessibility through Connected Packaging: On-pack QR codes are no longer just driving to PDP pages, they’re delivering impressive conversion rates.? Startups like Videobot and Emperia showcased interactive experiences launched from products that played a personalized feed of swipable Tik-Tok-style video content and experiences that connected you to fine-tuned AI product assistants in immersive environments that provide lifelike customer support launched from the QR code, or NFC chip at the point of sale or on-pack.

Blockchain Innovation Unlocking in the EU & US: The recent approval of Ethereum Spot ETFs in the US and Europe-wide regulations from April are game-changers for the blockchain technology industry. These regulatory moves will pave the way for innovation in tokenized customer retention, digital product passports and digital currency-based commerce experiences. Companies like Lunu are making point-of-sale terminals that accept cryptocurrency payments which can more easily tracked by marketers for real-time sales attribution. With these changes, marketers can revolutionize how they connect with consumers, offering personalized experiences and seamless, tokenized rewards, unlocking break-throughs in next-gen loyalty.

?

Humans For The Win: In a sea of technology, it was the attendees, founders, speakers and industry experts across all categories that made Viva Technology 2024 memorable.? Fantastic insights from Publicis experts from around the world were on display in the Groupe booth where the energy was electric all day every day.? Industry experts across AI, Sustainability, Accessibility and appearances from Venus & Serena Williams who showcased their startup investments, Elon Musk who is anticipating we will put our first people on Mars in 10 years and that education will be one of the greatest positive benefits to society in the AI age.? Viva Tech brought the minds thinking about society’s future directly to the stages across Viva Tech, showcasing concepts and leadership needed in this new era.? And lastly, we have brilliant clients who are not only thinking about AI but are activated and empowered to collaborate across the C-Suite to evolve the capabilities of their organization through innovation in the AI age.

These insights underscore the transformative potential of technology to power our businesses and the connectivity in driving innovation and improving customer experiences. Excited to see you all again in 2025 Viva Tech!

?

Key Takeaways

AI Revolution in Brand Campaigns: AI is not just a buzzword; it's transforming brand-to-consumer connections with personalized and immersive campaigns. The integration of AI-driven tools across various verticals showcases the potential for real-world efficiencies and customized experiences.

?Synthetic Data: The Future of Compliance: Synthetic data is set to revolutionize how marketers handle consumer data, providing secure and compliant ways to simulate real-world behaviors. This innovation enables the creation of accurate, anonymized datasets that can drive AI models, offering deep insights without breaching privacy regulations.

?Connected Packaging and Blockchain Innovations: Connected packaging and blockchain are unlocking new avenues for consumer engagement and loyalty. Interactive QR codes and NFC chips on packaging are driving conversions, while regulatory advancements in blockchain are paving the way for tokenized rewards and real-time sales attribution.