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Artificial intelligence and machine learning have long been familiar concepts to programmatic advertisers, who have been integrating AI tools into their strategies well before the widespread recognition of innovations like ChatGPT. These AI algorithms have facilitated the automation of tasks that previously demanded human intelligence, such as the intricate processes of ad inventory buying and selling. Through programmatic ad campaigns, advertisers can now competitively bid on ad placements and continuously refine digital marketing strategies in real-time. This dynamic approach enhances operational efficiency and maximizes the ROI for advertising expenditures. 

However, the digital advertising landscape is experiencing a new wave of disruption thanks to the emergence of generative AI. This includes advanced chatbots such as ChatGPT and text-to-image models like Stable Diffusion.  

These AI platforms possess an exceptional ability to mimic human thought processes, discern intricate patterns, and even engage in predictive analytics. As a result, they are rapidly establishing themselves as indispensable tools within contemporary business workflows. 

Prominent global advertisers, exemplified by industry giants like Coca-Cola, are already embracing the potential of AI. As leading brands adopt AI-driven strategies, the wider industry tends to follow suit. This prompts an exploration of the current status of AI within programmatic advertising and piques curiosity about its prospective trajectories in the times ahead. 

Contemporary Utilizations of AI in Programmatic Advertising 

AI tools have emerged as valuable allies, empowering advertisers to achieve superior ad positioning, precision targeting, and comprehensive data-driven analyses for refined campaign optimization. A prime illustration of this lies in the application of machine learning algorithms, operating subtly in the background to fine-tune data across an array of critical dimensions. These encompass: 

Strategic optimization across these dimensions not only heightens operational efficiency but also propels the realization of campaign KPIs, all while furnishing transparent reporting mechanisms. The visual representation below aptly demonstrates how AI plays a pivotal role in enhancing CPM efficiency, thereby yielding cost savings for the advertiser. Moreover, AI is harnessed within programmatic advertising to craft high-impact audience segments that harmonize seamlessly with your campaign objectives, ensuring that advertisements are channeled towards individuals with the highest likelihood of conversion. 

Programmatic algorithms undertake audience segmentation exclusively when it is ascertained that this action will heighten campaign efficacy. Subsequently, they gauge the performance of each segment, culling any that fail to bolster campaign effectiveness. 

Concluding this AI-driven process, programmatic ads imbued with AI dynamically adapt digital creative elements to showcase pertinent content contingent upon webpage context, user cues, and intentions. 

How Generative AI Influences Programmatic Advertising 

The Future Landscape of AI-Driven Programmatic Advertising 

As the evolution of AI technology marches onward, programmatic advertisers are poised to harness its potential in novel and ingenious ways. Here are seven burgeoning AI trends that are poised to flourish within the programmatic advertising domain in the forthcoming years: 

Emergence of Generative AI 

The ascent of generative AI, empowered by machine learning algorithms, will grant advertisers the ability to create fresh content, encompassing ad copy and creative assets. As this technology matures, advertisers are likely to increasingly employ it to automate ad creation and testing tailored to specific personas. This agile approach will empower marketers to swiftly and effectively develop and iterate upon innovative ad concepts.  

However, this advancement also brings about a challenge in terms of brand safety, as it facilitates the replication of ads. Consequently, the demand for original content is projected to grow, as the quality of generative AI's output hinges on the quality of input. Hence, acquiring expertise in advanced prompting techniques and utilizing input data to extract original outcomes from generative AI will become a pivotal skill for advertisers. 

Pervasive Personalization at Scale 

The ascendancy of generative AI also opens the door for brands to tap into comprehensive mass personalization. This technology streamlines the process, enabling businesses to produce personalized content without manual content creation or design. Drawing from copious data, generative AI molds personalized content that resonates with individual recipients, thereby bolstering relevancy. This heightened accuracy in personalization contributes to amplified campaign efficacy. 

Precision Targeting Amplified 

AI and machine learning will wield an even more profound influence on the trajectory of programmatic advertising targeting. Currently pivotal in audience targeting, these technologies empower advertisers to reach distinct segments and tailor campaigns for optimal engagement and conversion rates. By analyzing demographics, browsing patterns, and interactions, machine learning algorithms continually hone targeting strategies, resulting in refined programmatic media buying. The future promises even more advanced machine learning techniques, potentially ushering in even more precise and efficient programmatic advertising targeting. 

AI-Powered Planning 

AI is already making its presence felt in the campaign planning phase for certain ad agencies. This trend is likely to gain traction in the years to come, enabling advertisers to achieve outcomes that were previously unattainable due to data volume constraints or extended delivery times. 

Elevated Quality Assurance 

AI is poised to elevate advertisers' quality assurance processes. Notably, some existing systems and platforms lack sufficient controls, warnings, or triggers to signal anomalies. AI's prowess in identifying outliers is progressively improving, which can be instrumental in identifying errors before they escalate into major issues. 

Augmented User Privacy 

Amid growing concerns about user privacy, AI will assume a pivotal role. New regulations concerning Personally Identifiable Information (PIIs) will significantly impact the industry, as they play a critical role in audience identification for targeting and measurement. In response, advertisers can harness natural language processing to surmount this challenge, identifying customer sentiment and journeys to enable cohort or topic-based targeting. 

AI Placement 

Programmatic advertising has revolutionized the way digital ad space is bought and sold, with Artificial Intelligence at its core, driving efficiency and optimization. AI in programmatic advertising, including at Adello, works by utilizing vast amounts of data to automate the decision-making process for ad placements. Through real-time bidding algorithms, AI evaluates millions of impressions in milliseconds, assessing factors like user behavior, content context, historical data, and more. This ensures that ads are displayed to the most relevant audience at the most opportune time. By continuously learning from this data, AI enhances targeting precision maximizes return on investment, and reduces wasted ad spend, making ad campaigns more effective and efficient. 

Navigating Ethical Frontiers 

The rapid strides in AI technology raise ethical quandaries, necessitating advertisers to navigate user data, privacy compliance, and consent responsibly. The development of fresh industry guidelines and regulations is imperative to ensure ethical practices that strike a harmonious balance between personalization and user privacy. Moving ahead, endeavors to address algorithmic biases and ensure transparency in ad placement and automated processes are likely to unfold, bolstering consumer trust in the process. 

The synergy between AI and programmatic advertising presents immense possibilities for the future. As privacy regulations become more stringent, AI will leverage extensive datasets to provide exquisitely tailored advertisements while upholding user privacy protocols. 

Also, AI will persist in enhancing and refining every facet of your digital marketing strategy, spanning from initial strategy development and planning to the optimization phase and subsequent analytics. This collaborative integration will enable prudent allocation of advertising budgets and amplify the returns garnered from your campaigns. 

When the concept of artificial intelligence first emerged, it was generally envisioned as a loyal companion for humans. However, the notion that AI could evolve into a competitor, or even a threat or enemy, has been intertwined with the idea of AI since its very inception. It's plausible that if AI reaches a certain level of sophistication, it might begin to view humans as competitors, given its potential superiority in various tasks and decision-making processes. AI is simply faster, smarter, and more efficient than a human brain, which is affected by various individual factors, like emotions, experiences, personal background, and others.  

Just a few years ago, the notion that AI could write a coherent article or generate images nearly indistinguishable from real ones seemed rather distant. While we all understood that such capabilities were part of the future, it felt like a far-off reality. In 2022-2023, generative AI technologies have skyrocketed. Indeed, AI has already supplanted many copywriters and illustrators, changing the landscape of these professions. AI has become an indispensable tool for many content creators, to the extent that removing it now would feel like taking a step back into the Stone Age in terms of technological capability.  

If AI tools have achieved a significant shift in different fields in such a short period, what can we expect in the near future, let's say in 2 years? Relying on the Law of Accelerating Returns, which claims that technology is evolving in an exponential manner, in a couple of years, AI will drastically change the landscape of many professions. Looking at historical events, AI's fast development can be compared with the appearance of the computer and how it has changed different industries and economics in general.  

Competition with humans 

Some critics argue that generative AI excels only at producing mediocre creative content. They point out that Chat-GPT text can be uninspiring and that AI art programs have trouble depicting details like a convincing human hand. And in these critiques, they have a valid point. Nevertheless, the range of the latest research claims the opposite. 

The first study from Wharton compared ChatGPT-4 with students in an innovation class for generating business ideas. The AI outperformed the students in quality and cost, even garnering higher purchase intent from judges.  

A second study on sustainable business ideas found AI and human-generated concepts were similar in quality, but AI excelled in feasibility and impact.  

The third study focused on creative writing and showed that AI-assisted humans wrote more interesting stories. However, AI was less effective for highly creative people and generated fewer diverse ideas. 

According to the research at hand, a distinct stratification materializes: foundational to this hierarchy are individuals engaged in creative endeavors, succeeded by AI technologies, culminating with extraordinarily creative individuals at the apex. What implications does this have? 

While artificial intelligence may outperform the average person in specific creative tasks, the paramount demand within the creative industries remains for individuals with exceptional talent, expertise, and creative intuition. Just as Steve Jobs envisioned the computer as a 'bicycle for the brain,' AI should not be viewed as a rival but rather as an amplifier for human creativity. In this schema, AI is a tool that augments, rather than replaces, the irreplaceable nuances of human ingenuity. 

AI creativity

How to make an AI a bicycle for creativity 

The phrase "a bicycle for creativity" captures the idea of a tool that can amplify human creativity, making it easier to get from idea to implementation. Making AI a "bicycle for creativity" means utilizing its capabilities to enhance human creativity rather than replace it. 

Step 1: Identify Marketing Bottlenecks 

Start by identifying areas where creativity is key but often gets stuck. This could be in campaign ideation, audience segmentation, or even content creation. Knowing where AI can help most effectively will inform your next steps. 

Step 2: Select Appropriate AI Tools 

There are AI tools tailored specifically for marketing tasks, such as AI-driven analytics platforms, content generators, and customer segmentation tools. Choose the ones that can fill the gaps you've identified. For instance, if you struggle with creating compelling content, a tool like ChatGPT could be valuable. 

Step 3: Seamlessly Integrate AI 

Once you've selected your tools, integrate them into your existing workflows. For example, you can use AI to pre-analyze market trends before brainstorming campaign ideas. This would offer more targeted and effective brainstorming sessions. 

Step 4: Human + AI Collaboration 

The goal isn't to let AI take over the creative process but to use it to enhance human creativity. AI can generate initial concepts or analyze data, but human intuition and creativity should take these ideas to the next level. A marketer could take AI-generated content and imbue it with brand voice or use AI-driven data to brainstorm innovative marketing strategies. 

Step 5: Evaluate and Tweak 

After running a campaign or completing a project, evaluate the effectiveness of the AI-human collaboration. What worked? What didn't? Use this feedback for future endeavors. 

Step 6: Showcase Your Skills 

Being proficient with AI tools and knowing how to use them to amplify creativity can be a major career booster. Document your successes and be ready to demonstrate how you've used AI to achieve results. Whether it's through case studies or actual metrics, showing that you can effectively combine human creativity with AI will make you stand out in your field. 

Step 7: Stay Updated 

AI tools and capabilities are constantly evolving. Stay up-to-date with the latest advancements to continue leveraging AI effectively for creative marketing. 

By achieving a nuanced symbiosis between artificial intelligence and human creativity within the marketing sphere, you not only elevate the efficacy of your existing campaigns but also establish yourself as an avant-garde professional strategically positioned for upward career mobility. Furthermore, it's crucial to underscore that technology, rather than being an object of apprehension, should be embraced as a catalytic enabler of creative potential. Thus, by harmonizing human ingenuity with AI's capabilities, one doesn't just adapt to the future but actively shapes it. 

With the fast growth of AI technologies on the market, the question of whether AI is the Savior or the Grim Reaper for marketers is inescapable. Previously, we had a discussion about whether AI could write a symphony or if AI would replace creative jobs. But the recent success of AI innovations has sparked new debates: what if (in the near or far future) AI will replace marketers? Is it time soon to bid farewell to the marketing teams?

Recently, on social media, we spotted lots of posts on how to gain AI plugins and programs that can be a good alternative to the marketing routine that we used for AI-generated texts, blog posts, images, and designs with minimal human intervention. It sounds like a recipe for lightning-fast, efficient work, potentially reducing the need for a large marketing team. Should marketers be on guard?

Arguments Against it

Believe it or not, AI has been a trusted companion to marketers for quite some time, and not only with ChatGPT. From AI-driven advertising optimization to analytics tools, the industry has embraced its power.

But let's set the record straight: AI won't render marketers obsolete (at least not in the near future). Here's why:

The first reason is that marketers possess that unique blend of intuition and experience, making decisions that elude the grasp of neural networks.

Also, marketing thrives on creativity, demanding innovative ideas. While neural networks spot trends, it's the human mind that crafts captivating content and generates fresh concepts.

Don’t forget that marketers excel at understanding people, building relationships, and responding to their needs. This invaluable human touch remains beyond the reach of neural networks.

Lastly, marketers wear multiple hats, from devising strategies to analyzing competitors and managing projects. Neural networks can lend a hand, but they can't replace the multifaceted marketer. That is why the replacement of marketers by computers is not looming over us yet. No matter how fast and versatile AI may be, it cannot function without human management. There will always be a need for someone to formulate and adjust queries and check and edit the results.


Throughout history, technology and scalability have triumphed over skill, rendering some professions obsolete while birthing new ones. It's the natural ebb and flow of the market.

Nevertheless, for the job market is on the brink of transformation. By 2025, AI could already be replacing certain professions, as predicted by HubSpot. For instance, copywriting, once a coveted craft, is now feeling the winds of irrelevance thanks to the unstoppable rise of AI.

Even if the next five years bring minimal change to the job market, that doesn't mean that marketing careers will remain unscathed in the long run. Marketers should heed this warning: embrace the winds of change, upskill yourselves, and adapt to the AI revolution. To thrive, you must become masters of efficiency, wield AI as your ally, and stay competitive in a market that demands nothing less.

A friend or foe?

Uncertainty looms over the future, evoking a mix of fear and fascination. The advent of new technologies has always sparked trepidation among the masses. But here's the thing: we can not stop the relentless march of human evolution or the desire to minimize our toil. And the truth is that progress is unstoppable.

Technology evolves at an ever-accelerating pace, demanding that we, as a society, adapt to new realities and strive for continual improvement. We must surpass our former selves.

This very text you're reading is a testament to the harmonious partnership between AI and human ingenuity. A mere two years ago, such collaboration seemed unfathomable. Yet now, we witness the remarkable synergy that propels us toward an era of enhanced efficiency, speed, and comfort. Opportunities abound.

So, let’s see it as an occasion to celebrate new technology. But, as we forge ahead, let us not forget the cardinal rule: embrace and harness technology, but never abuse its power. May we navigate this brave new world with wisdom, balance, and an unwavering commitment to responsible innovation? Together, we can shape a future where humans and AI coexist, amplifying each other's strengths and propelling us toward uncharted frontiers.


Zurich, May 4, 2023 – Adello, a leading Swiss-US AdTech provider, is set to change the game in mobile advertising with its simple, groundbreaking integration of ChatGPT. The pioneering AI-powered ad format invites users to engage with a virtual assistant, offering conversational insights and information about the promoted product or company, reshaping the way audiences interact with advertising in a way like never before.

ChatGPT has ignited the AI spark for conversational AI across the tech industry. With that, it has forever changed the expectations we have vis-à-vis technology.

Leveraging ChatGPT's natural language processing capabilities, businesses can now forge deeper, more personalized connections with their audiences.

As a marketing company that has been pioneering innovative technologies for interactive advertising experiences, like VR showrooms, NFT-models and AI-based Facial Recognition, Adello is proudly presenting the combination of GenerativeAI and mobile advertising with the new format #ChatWithMe.

Their novel ad creative enables users to converse with a virtual assistant directly within the ad banner, answering questions and providing in-depth information about the advertised product or company. This groundbreaking ad format holds unlimited potential to captivate users and drive results.

Discover the future of mobile advertising with this innovative ad format. Adello's seasoned team is prepared to create a personalized ad experience that resonates with your unique audience.

About Adello

Adello, a leading Swiss/US AdTech provider, leverages real-time human behavior analytics with fully automated, self-learning technology for maximum mobile marketing ROI. Global market research agency Technavio ranks Adello’s technology, which is protected by various patents and has won more than 20 awards, among the Top 16 in Big Data worldwide.

Its satisfied customers include hundreds of the world's leading brands and agencies, such as BMW, Clear Channel, GroupM, McDonald's, SBB and UBS. Adello operates offices in Europe, Asia, and North America. Adello is a Swisscom Ventures portfolio company.

In parallel to AI in mobile advertising, the company has been focusing on Metaverse projects using technologies such as Blockchain, Unreal Engine 5, Crypto/NFT under the name “Lab51 Inc”.

For more information, visit and


For more information about Adello and the new mobile ad creative for NFTs, please contact:

Adello Combines Mobile Advertising and Artificial Intelligence

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LAB51, a subsidiary of Adello and Swiss leader in the Metaverse world, recently hosted an exclusive event on the new trends and opportunities of the Metaverse.

ZURICH, SWITZERLAND, February 6, 2023 - LAB51, a subsidiary of Adello and Swiss leader in the Metaverse world, recently hosted an exclusive invite-only event on the new trends and opportunities of the Metaverse. Over 35 attendees gathered for the insightful event, led by Mark Forster, the founder of LAB51 and chairman of the IAB Switzerland Metaverse Focus Group.

During his presentation, Forster showcased the technologies driving the metaverse and explained that we are just at the beginning of a development that is growing faster than the Internet did in the 1990s. Despite the recent controversies surrounding cryptocurrencies, the future of the metaverse is looking bright.

Forster also outlined ten key topics that will shape the future of the metaverse, including Avatars, Virtual Reality, NFTs, AI, and Synthetic Media. He explained that these advancements will lead to "Augmented Humans," people who can understand and utilize AI to be more productive and creative in their work. This will revolutionize not just individuals but entire industries and companies.

Using virtual sneakers as an example, Forster demonstrated the difference between virtual and physical goods and why consumers are willing to spend thousands of dollars on digital NFT sneakers. He concluded his talk by saying that the big technology companies of today need to adapt to the changing landscape of digital worlds and that the opportunities for companies and agencies are just as vast as they were in the 90s with the emergence of the Internet or in the mid-2000s with the advent of mobile.

At the end of the presentation, Forster gave a free NFT to all attendees as a symbol of their journey into the metaverse. The talk was followed by an Apéro and networking party with the members of the expert group, where Martin Radelfinger, President of IAB Switzerland, welcomed the attendees and emphasized the importance of such events and the role of the expert group in educating and showcasing the concrete possibilities of the metaverse.


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Anna Pak
Adello Group

LAB51 exclusive event - METAVERSE IN 60 MINUTES

We are in 2023, the year when one-size-fits-all ads are gone. With the rise of mobile devices and smartphones, the game has changed, and advertisers are under pressure to deliver highly targeted, personalized, and cookieless ads. 

But what if we told you that there's a secret weapon to take your advertising game to the next level? Enter the world of facial detection technologies. 

What is Facial Analytics Technology?  

Facial analytics technology, including facial detection and facial feature recognition, works by using complex algorithms to analyze a person's facial features and expressions, providing data on factors such as age, gender, mood, and attention span. This information is then used to deliver highly targeted and personalized ads that are more relevant to the user. 

How can Brands Use Facial Analytics in Mobile Advertising? 

Facial analytics technology can bring mobile advertising to a whole new level! For example, a skincare brand can use facial analytics technology to analyze the user's skin type and provide personalized product recommendations based on their specific skin concerns. This level of personalization not only enhances the user's experience but also increases the chances of the ad being remembered, shared, and acted upon, leading to a higher ROI. 

In addition to personalized product recommendations, facial analytics technology can also be used to analyze customer sentiment, providing brands with valuable insights into how their target audience is reacting to their advertising. For example, a beauty brand can use facial analytics technology to determine the user's level of interest and engagement with their ad, allowing them to optimize their advertising for maximum impact. 

Another advantage of facial analytics technology in mobile advertising is its ability to identify the user's age, gender, and ethnicity, allowing brands to tailor their ads to specific demographics. For example, a beauty brand can use this technology to target its ads to women in their 20s and 30s, increasing the chances of the ad being acted upon and leading to a higher conversion rate. 

Adello’s Facial Detection and Feature Recognition technology 

Adello’s Facial-AI is the latest Adello ad creative innovation and the first AI-powered ad media in the industry. With the explicit consent of the user, it activates the camera and, in the first generation launched now, recognizes emotions, age, gender, and location. This enables powerful segmentation without the need for time-consuming personal data entry. 

Adello’s Facial-AI is compliant with data privacy laws, such as the GDPR and CCPA. Thanks to Adello’s creative lab, the ad unit was built with privacy in mind. All sensitive personal data is being collected and processed on the user’s device, and only anonymized numerical values are securely transferred to the server. Adello’s ad creative is able to recognize age, gender, ethnicity, sentiment, location to automatically create a specifically tailored offer. All this happens in milliseconds — no waiting time, no frozen load, only impressive results. 

face recognition

Why should Brands Consider Implementing Facial analytics technology?

Targeted marketing is not a new concept in advertising. Many businesses use data to run targeted advertisements and raise awareness. Brands should consider implementing facial analytics technology because it offers numerous benefits that can improve the effectiveness of their advertising campaigns and increase their return on investment (ROI).  

Increased Personalization

Facial analytics technology can identify the user's age, gender, ethnicity, and sentiments, allowing brands to tailor their ad creatives to specific demographics, leading to increased personalization, greater relevance, and a higher conversion rate. 

Better Understanding of Customer Sentiment

By looking at facial expressions, brands can learn a lot about how their ads make their target audience feel, which helps them make their campaigns more effective. 

Improved Audience Targeting

Facial analytics technology allows brands to tailor their advertising to the specific needs, interests, and emotions of their target audience, leading to a better user experience. 

Collect First-Party Actionable Data 

The data generated by facial analytics technology provides brands with valuable insights into the effectiveness of their advertising campaigns, allowing them to optimize and refine their strategies for maximum ROI.  

Innovative Competitive Advantage

By leveraging the latest technology, brands can stay ahead of the curve and differentiate themselves from their competitors, providing them with a competitive advantage in the marketplace. 


The integration of facial analytics technology in mobile advertising is a game changer for ad personalization, relevance, and brand awareness. By providing brands with valuable insights into their target audience, this technology enables them to deliver highly targeted and personalized ads that are more relevant to the user's needs, interests, and emotions.  

With the growing demand for personalized experiences and the increasing use of mobile devices, the integration of facial analytics technology in mobile advertising is set to become an indispensable tool for brands. 

Adello is constantly developing new creative ideas to help advertisers in the EMEA region, the U.S., and Southeast Asia.  

Follow Adello for more insights and marketing updates. 

As the Western world watches the nonstop headlines about stock market declines, business bankruptcies, and big tech companies' headcount cuts, marketers are closely tracking the news on AI slowly stealing their jobs. ChatGPT questions the need for content creators; DALLE 2 steps on the way of artists and designers; web3-based social networks unites people into communities, changing the way they make purchasing decisions; the metaverse and NFTs set new standards for product presentation and promotion.

But before dropping it all and converting into Tibetan monks to find peace, think about how you, as a marketer, can use these mind-blowing technologies to achieve better results.

At the end of the day, with the lingering effects of the economic downturn and the continued geopolitical instability, it is more important than ever to stay ahead of the curve and be prepared for the changes that are to come.

In this article, we will explore the marketing trends shaping the industry in 2023 and how businesses can adjust their strategies to account for the hotter climate.

New trends to come:

Focus on people and communities

A focus on community and people is essential in marketing in 2023, as it allows companies to connect with their target customers on a more personal level. Through this kind of approach, companies can better understand their customers' needs, desires, and interests and tailor their marketing strategies to meet those needs. This will ultimately lead to increased customer loyalty and more efficient marketing campaigns that lead to enhanced brand awareness, higher sales, and greater customer satisfaction. Furthermore, by taking the time to build a strong community, companies can also create a more unified, cohesive brand identity that will extend beyond their products and services and create a lasting impression on their audience.

Participation experience (PX) instead of user experience (UX)

Participation experience (PX) is a great tool for marketing. It allows users to engage with a brand directly and on a personal level. In order to illustrate the participation experience, remember the sport. People get together in a sports bar to enjoy the game together, which creates a feeling of belonging and participation in something bigger. This experience is unique in comparison to when you do it alone.

Through PX, brands can create interactive and immersive experiences that are tailored to each user's individual needs and preferences. Furthermore, PX can allow companies to track customer engagement and preferences, meaning that they can more effectively target customers with relevant content and rewards. This can encourage customers to participate more and become more loyal to the brand. Additionally, PX campaigns can also be used to build trust and brand loyalty as customers feel more valued and appreciated. Ultimately, PX can help create a more powerful and rewarding connection between customers and brands - a key factor for successful marketing in 2023.

Focus on people and communities

Generative Artificial Intelligence

The latest releases of OpenAI are simply mind-blowing. From images to music to text – anything can be created in a matter of seconds. For example, former Square Enix game studio artist Christian Peñas recently created interactive concept art from Midjourney's creations. It looks like an entire scene from the game, which means that in 2023, brands will be able to use neural networks to create commercials and engage digital artists to do so.

Generative AI, for sure, has the potential to revolutionize marketing in a number of ways:

1. Improved Targeting: Generative AI can help marketers better understand customer behavior, allowing them to create more personalized campaigns and accurately target specific segments.

2. Automated Content Creation: Generative AI can help marketers create content more quickly and efficiently. This can lead to increased efficiency and cost savings.

3. Increased Conversion Rates: Generative AI can help marketers create campaigns that are more likely to convert, leading to increased ROI.

4. Improved Customer Insights: Generative AI can provide marketers with valuable insights into customer behavior, helping them to better understand their target audience and create more effective campaigns.

5. Enhanced Personalization: Generative AI can help marketers create more personalized experiences for their customers, leading to increased customer loyalty and satisfaction.

All these activities should still be aligned with a transparent data collection and processing strategy, but, for example, generative AI personalization could be particularly useful in e-commerce, where zero- and first-party-data-based personalized product recommendations and targeted ads could lead to increased sales and customer loyalty.

Extended Reality (XR)

Extended reality (XR) is a new technology that is quickly revolutionizing the way businesses market their products and services. XR is a combination of virtual reality, augmented reality, and mixed reality, and it allows businesses to create immersive experiences for their customers. This technology has the potential to revolutionize the way businesses interact with their customers and create powerful and engaging marketing campaigns.

One company that has embraced extended reality in its marketing is Coca-Cola. In 2019, they launched their "Share a Coke" campaign, which used augmented reality to allow customers to virtually share a Coke with their friends. Customers could take a picture of themselves with a virtual Coke bottle and share it with their friends. This campaign was a huge success, and it showed how powerful XR could be in marketing.

Back in 2016, Adello ran an interactive mobile advertisement campaign for Heineken, where users could shake their phones to cheer their favorite beverage with friends.

Another example of XR in marketing is the virtual store created by IKEA. This store was created using virtual reality technology and allowed customers to explore the store and shop for furniture without ever leaving their homes. This was a great way for IKEA to engage with its customers and create an immersive shopping experience.

Finally, there is the example of Lowe's, which used extended reality to create an interactive experience for its customers. They created a virtual showroom that allowed customers to get a better look at the products they were interested in. This was a great way for Lowe's to engage with their customers and create an immersive shopping experience.

Heineken Adello ad

As these examples show, with XR, marketers can bring their brand communication to a new level:

1. Increased Engagement and Reach: Extended Reality (XR) technologies such as virtual reality (VR) and augmented reality (AR) can create immersive experiences that draw customers in and keep them engaged for longer periods of time. In addition, XR technologies can be used to reach new customers who may not be able to physically experience a product or service.

2. Enhanced Storytelling: XR technologies can be used to create stories and experiences that are more engaging and memorable than traditional marketing methods.

3. Improved Customer Experience: XR technologies can be used to create interactive experiences that are tailored to the customer's needs and preferences, resulting in a more personalized and enjoyable experience.

The Metaverse & NFT

Metaverse is a decentralized virtual world that allows users to create and trade digital assets, such as NFTs. It is powered by the ETP blockchain, which is a decentralized platform that allows users to securely store and transfer digital assets.

One potential benefit of using the metaverse in marketing is the ability to create immersive, interactive experiences for customers. For example, a company could create a virtual storefront in the metaverse where customers can browse and purchase products in a virtual environment. This could be particularly useful for companies that are looking to create a more engaging and memorable brand experience. Nike, Chanel, and Walmart are good examples of interactive experiences in the metaverse.

In early December 2022, cosmetics brands L'Oréal and Charlotte Tilbury partnered with ReadyPlayerMe, a meta-universe avatar platform. Now meta-universe users will be able to try on the brand's cosmetics on their digital images and use them on more than 4,000 Web 3.0 platforms and apps.

NFTs, or non-fungible tokens, have become increasingly popular in the marketing world. They have been used to create unique digital experiences, drive brand engagement, and create a new form of digital currency. NFTs can also be used in marketing in a number of ways. For example, companies could use NFTs to create unique, collectible items for their customers. These could include virtual goods such as exclusive in-game items or digital art, which could be sold to collectors or used as part of a marketing campaign. NFTs could also be used to create unique, one-of-a-kind experiences for customers, such as virtual concerts or other events.

One example of a successful marketing campaign using both Metaverse and NFTs was by the company CryptoKitties. CryptoKitties is a game that allows users to collect, breed, and trade virtual cats. The game was able to generate over $12 million in sales using Metaverse and NFTs.

CryptoKitties used Metaverse to create a unique digital experience for its customers. They used NFTs to represent each individual cat and allowed users to breed and trade their cats. This created an engaging and interactive experience that was unlike anything else on the market.

Metaverse and NFTs have also been used to create a new form of digital currency. Companies such as BitClave and Binance have used the Metaverse platform to create their own digital currencies. These currencies can be used to purchase goods and services, as well as to trade with other users.

Metaverse VR


Game mechanics in digital projects are actively developing and becoming more popular. A study by Mordor Intelligence found that gamification increases user engagement with a brand by 30% on average, and the average annual growth rate for gaming mechanics will be 26.5% over 2022-2027.

As an example, Apple is using an achievement system to motivate users to exercise.

Interactive mobile strategy

The number of people going online from a smartphone has reached 5.31 billion in 2022, compared with 5.19 billion in 2020. The mobile strategy ensures that businesses can effectively reach these consumers with engaging and interactive content such as videos, engaging graphics, and interactive experiences tailored specifically to their target audience's preferences. Even the metaverses go mobile-first.

Additionally, the mobile strategy helps to ensure that businesses have an up-to-date presence on popular mobile apps and platforms, allowing them to reach a much wider trackable audience. Furthermore, mobile strategy provides businesses with the tools and resources to measure, analyze, and optimize their marketing efforts in order to continually improve their performance and reach.

The trends to stay:

Effective Mobile UX

Agency On3 analyzed the results of companies' UX updates and found that 37% of brands increased revenue by implementing a smart UX design. Every year, the importance of user-friendly mobile web platforms or apps grows. Make sure your site is optimized and loads quickly, your autocomplete fields work correctly, and your design elements are conveniently located.

In addition, websites and apps should be designed with the ability to use animation formats and short videos. The ability to convey important information in small portions and with dynamics will be key in the fight for audience attention, and in the mobile version, this is especially important.

Many global brands are already using short formats in the UX design of Home and Product pages. For example, the Apple Music homepage has an interesting scrolling animation that helps diversify the experience.

Voice assistants

As the technology continues to improve and become more popular, voice assistants are an excellent way to reach consumers in a non-invasive and natural way. They can be used to answer consumer questions quickly and accurately, enabling marketers to create more effective campaigns and better target potential customers. Furthermore, voice assistants can provide additional data and insights to help personalize marketing messages and offer more tailored content to customers. With the help of voice assistants, marketers can quickly reach their target audience and improve their chances for success.

In 2022, approximately 142 million people in the United States (42.1% of the population) are projected to use a voice assistant. According to Statista, 32 percent of US consumers owned smart speakers as of 2021, an 8 percent increase from 2020.

Voice assistants


Personalization allows businesses to tailor their marketing messages to their customer's individual needs and interests, which makes it more likely that customers will respond positively to the marketing message. Personalization also makes customers feel valued and appreciated, as it demonstrates that the business cares about their individual preferences. Finally, it allows businesses to track customer spending and preferences in order to develop targeted campaigns and build better customer relationships. A McKinsey study showed that personalization could increase revenue by up to 25%.

Data security

In 2022, people paid even closer attention to how brands use their data. In 2023, this trend is likely to continue, and it is worth emphasizing the security of user data. Talk openly about how exactly you plan to use the information and strengthen the protection of sites and apps against hacking. 35% of customers will refuse to buy from the brand if it secretly collects its data and uses it for its recommendation system. So broadcasting your privacy concerns to customers will increase loyalty and attract a new audience. For example, Google is preparing to abandon cookies in favor of the Privacy Sandbox project, indicating a growing concern about the security and ethics of data access.

Cookieless targeting

Cookieless advertisement targeting has the potential to revolutionize marketing, as it not only enables marketers to target audiences effectively in more privacy-friendly ways but also gives them access to more accurate audience insights, retaining their trust.

By 2023, it is expected that cookieless targeting delivered by an AI-driven technology provider will be essential for marketers to continue succeeding in the digital arena. With the ability to target users without cookies, marketers can reach a larger, more diverse set of users, giving them the potential to gain deeper insights and reach new customers.

As an alternative to the cookies, it is recommended to use zero-, first, or second-party data or cookieless alternatives.

From the very beginning, AdCTRL™ by Adello has been committed to protecting user privacy by obtaining user consent, analyzing anonymized user behavior, and adhering to the strictest data collection and storage rules, like GDPR and CCPA.


Undoubtedly, 2023 will bring new challenges and opportunities in the marketing industry. With the right combination of advanced technology, creative content, and targeted strategies, organizations can stay ahead of the competition and maximize the success of their marketing endeavors. With the ever-changing world of digital marketing, staying up-to-date with trends and creating a comprehensive and effective marketing plan are essential for success.

Un trago amargo para muchos profesionales se produce cuando las tecnologías se convierten en el competidor directo, lo cual podría llegar a ser bastante injusto. Imagine que domina una habilidad durante años y de repente aparece una nueva tecnología que realiza sus tareas más rápido, mejor y con más precisión.  

Hoy en día, el desarrollo de la IA (inteligencia artificial) ha llegado a tal punto que muchas profesiones del ámbito del marketing y la publicidad, cuyo trabajo está relacionado con la creatividad y se pensaban insustituibles, están siendo amenazadas por estos nuevos avances. Estos son algunos ejemplos de lo que está ocurriendo en la industria.

DALL-E 2 x Cosmopolitan 

¿Son los algoritmos de IA lo suficientemente sofisticados como para generar diseños que no se distingan a los creados por el hombre? 

Probablemente muchos de ustedes hayan probado DALL-E Mini para crear imágenes divertidas. Si no lo conocían ya, DALL-E es un software de IA que crea imágenes por petición. Pues recientemente se ha lanzado DALL-E 2, siendo capaz de realizar tareas aún más sofisticadas, generando imágenes de alta resolución más precisas y realistas que dejarán a más de uno boquiabierto. 

Un buen ejemplo lo encontramos en Cosmopolitan, la revista desveló en junio de 2022 la primera portada generada por la IA de DALL-E 2. A través del uso de inteligencia artificial creó imágenes basadas en consultas de texto. En tan sólo 20 segundos, la red neuronal produjo imágenes a la petición de "A young woman’s hand with nail polish holding a cosmopolitan cocktail", arte digital synth-wave. El resultado es magnífico. 

Cosmopolitan AI cover


Una de las rutinas típicas de las marcas de moda es crear el lookbook para los clientes. Para ello necesita contratar un fotógrafo, alquilar un espacio, instalar la iluminación, encontrar modelos, maquilladores y estilistas que elijan el vestido para cada modelo, etc. Ahora todos los implicados en ese proceso podrían irse de vacaciones no pagadas gracias al uso del IA. 

Los investigadores de Zalando han encontrado una solución para facilitar su proceso de generación de contenidos. Uno de sus últimos trabajos de investigación sugiere que una nueva herramienta de recomendación de conjuntos digitales impulsada por la IA, podría producir imágenes de alta resolución de conjuntos de ropa basados en las preferencias de los clientes, aumentando así el tamaño medio de la cesta en casi un 40%. 


Desde hace unos años los profesionales del marketing y los anunciantes han estado soñando con esta herramienta, y aquí está, el generador de diseños publicitarios Pencil. 

Con Pencil, los clientes pueden crear diferentes tipos de diseños publicitarios, desde banners estáticos hasta vídeos. Los algoritmos generan nuevos banners publicitarios basándose en la introducción de la marca y las palabras clave. La IA necesita menos de un minuto para mostrar los resultados. Los usuarios sólo tienen que elegir el mejor entre las diferentes opciones propuestas. 

De esta manera ya no hay necesidad de esperar días o semanas para la entrega de los diseños por parte de la agencia. Pencil escribirá, copiará, editará el vídeo y aplicará las plantillas y animaciones más adecuadas en tan solo unos segundos. 

Estos son algunos de los ejemplos de cómo la IA ha penetrado en diferentes esferas creativas de la industria del marketing y la publicidad. De esta manera, los algoritmos ayudarán a reducir la cantidad de tareas creativas rutinarias que no requieren habilidades extraordinarias reduciendo los costes en marketing. También liberarán algo de tiempo para que los talentos hagan lo que mejor saben hacer: ¡Crear! Un equilibrio saludable entre la vida y el trabajo, además de más tiempo para centrarse en proyectos emocionantes que inspirarán a su equipo a ofrecer resultados con un mayor impacto. 

¿Cuál es el futuro de las profesiones creativas? 

No es tiempo para el pánico. Si analizamos la tendencia de forma más detallada, podemos encontrar aún más razones por las que la IA no sustituirá a los profesionales creativos (al menos en un futuro próximo): 

La adaptación no es rápida 

A menudo la adopción de nuevas tecnologías es lenta, muy costosa y puede durar décadas. Aunque la IA parece muy prometedora, las marcas no se apresurarán a incorporar estas soluciones innovadoras. En cambio, muchas preferirán seguir trabajando como lo han hecho siempre y dar preferencia a las personas con talento, no a los ordenadores. Esto se debe a que por lo general las marcas confían en su experiencia de muchos años y aún no están preparadas para cambiar su modelo de trabajo por completo. 

¿Recuerdan la adaptación del trabajo a distancia? La posibilidad de trabajar a distancia es fruto de los avances tecnológicos y de la aparición de Internet de alta velocidad. Sin embargo, las empresas no han querido cambiar sus hábitos de trabajo de toda la vida, a pesar de que el trabajo a distancia o híbrido tiene múltiples beneficios. Sólo una aguda necesidad de distanciamiento durante el Covid-19, obligó a las empresas a dar una oportunidad al teletrabajo demostrando que este método puede funcionar incluso mejor en algunos contextos. No obstante, algunas grandes empresas, como Tesla, siguen defendiendo el trabajo en oficina. 

Las tecnologías no son perfectas 

Las herramientas de IA pueden optimizar y agilizar muchas tareas, estas tecnologías siguen teniendo ciertos sesgos y limitaciones, por lo que hay muchas tareas que sólo pueden ser realizados por humanos. 

Sin embargo, hay que tener en cuenta que la IA aprende muy rápido y desarrolla a pasos de gigantes. Un ejemplo de ello es el generador de rostros desarrollado por This Person Does Not Exist, que en el último año ha mejorado tanto su producto que se hace prácticamente imposible diferenciar sus imágenes de una imagen real. 

Rostros generados por IA

La IA no está totalmente automatizada 

Ninguna herramienta de IA está totalmente automatizada. Siempre hay personas detrás de los algoritmos dando órdenes, configurando la IA, alimentando datos y corrigiendo errores. Por lo tanto, el primer eslabón de esta cadena siempre será un humano. 

Actualización profesional 

Ahora imagina el peor de los casos, las personas relacionadas con el trabajo creativo pierden sus puestos de trabajo debido a la sustitución por la IA. Aun así, esto no significa el fin de sus carreras. La creatividad es diferente a aprender fórmulas matemáticas. El pensamiento creativo es un proceso que se puede mejorar constantemente sobre otros elementos. Por esto, las personas siempre podrán seguir realizando las tareas creativas más complejas, además de ejecutar el control de calidad del arte creado por la IA, alimentarla con datos sobre tendencias, reglas, limitaciones sociales, etc.  

Asimismo, existe una necesidad creciente de habilidades blandas o soft skills. Dedicar más tiempo al desarrollo de estas habilidades y a la adquisición de nuevas experiencias puede convertir el diseñador o redactor publicitario de ayer en un gestor creativo con fuertes habilidades de liderazgo y comunicación mejorando la experiencia del equipo y los clientes. 

Además, siempre habrá demanda de profesionales que tengan estilos creativos únicos y cuya firma artística sea un plus para la empresa. 

Una herramienta, no un sustituto 

Se dice que la creatividad ha estado en peligro desde principios del siglo XX. Durante esta época con la llegada del color, la fotografía obtuvo una gran popularidad. También lo hizo la idea de que ya no es necesario un artista porque los fotógrafos podían reproducir imágenes de la realidad al instante. ¿Desaparecieron los artistas y se cerraron todos los museos? No, en cambio, el arte y el trabajo creativo simplemente cambió: aparecieron nuevas escuelas, géneros y direcciones que complementaban estas nuevas tendencias. De esta manera, los carteles publicitarios dibujados a mano fueron sustituidos por carteles creados por software e impresos digitalmente. Al final, la experiencia nos dice que los algoritmos de IA en el ámbito del trabajo creativo son, por ahora, sólo una herramienta y no un sustituto

The concept of generative artificial intelligence (GAI) poses a groundbreaking question that has until recently not been contemplated: at what stage does the relationship between humans and machines evolve from its present-day form into one that is so fundamentally changed that we can no longer regard one as being superior to the other when it comes to creative terms?

As generative AI becomes ever more advanced, media expressed in a purely synthetic form will radically accelerate the process of content creation and delivery. Its accessibility and interactivity will usher in an exciting new era of digital media, one in which creativity, insight, and imagination determine content dissemination instead of the limitations imposed by physical space. Although generative AI will unleash a form of creativity not seen before, it will also pose dangers as the recent failure of Meta’s Galactica only showed so well.

The large language model was meant to be a tool to create scientific-looking articles and content using a string of text as input. However, similar to the chatbot Tay launched by Microsoft in 2016, Galactica quickly turned sour when users started to input it with biased and racial text. Within three days, the generative AI was pulled by Meta because of racially biased and inaccurate information being published as scientific content.

What is Synthetic Media?

Generative AI is a branch of computer science that involves unsupervised and semi-supervised algorithms that enable computers to create new content using previously created content, such as text, audio, video, images, and code. It is all about creating authentic-looking artifacts that are completely original. Its output can be synthetic content also known as synthetic media, but also synthetic data that can be used to train large language models and other machine learning models.

Synthetic media is a new form of virtual media produced with the help of artificial intelligence (AI). It is characterized by a high degree of realism and immersiveness. Furthermore, synthetic media tends to be indistinguishable from other real-world media, making it very difficult for the user to tell apart from its artificial nature. It is possible to generate faces and places that don’t exist and even create a digital voice avatar that mimics human speech.

Synthetic media is created using Generative Adversarial Networks (GANs). These deep neural networks are more powerful than ever before and have helped to make synthetic media possible by learning from existing content while also being able to produce entirely new content. Since GAN outputs look natural and indistinguishable from their input, for example, photos, they enable synthetic media that is difficult to distinguish from real media, particularly in computer vision and image processing applications.

Advantages of Synthetic Media

Synthetic media tools are reinventing our work with more intelligent, efficient methods that produce quality media experiences as never thought possible.

The main advantages of synthetic media include the following:

The Challenges of Synthetic Media

We are entering a new age where more people will be exposed to synthetic media. It’s a mass social experiment, and we have no idea what the consequences of this medium might be. If we cannot predict or study its impact accurately, there is little hope of protecting ourselves against its dangers.

While synthetic media can be compelling, it does come with risks. Since the system is in charge of creating meaningful and appropriate content for users, there is less control over what is created. While AI is generally considered a positive technology, some drawbacks are associated with it, especially when it comes to synthetic media. In the years to comen, generative AI will undoubtedly influence many professions, but there are several challenges associated with generative AI:

1. Security issues: Due to its ability to generate fake photos and images closely resembling the real thing, generative AI may increase identity theft, fraud, and counterfeiting cases. Deepfakes rely on artificial intelligence to generate realistic videos and photos that can be used to impersonate people or make them appear to be doing things they didn’t do. In the past, deepfakes were known for putting celebrities into movies and TV shows. But now, the technology has become more accessible to everyday users, who use it to create fake celebrity porn and other types of content. The problem is that this technology could be used for malicious purposes: to create fake news stories about politicians or celebrities, for example, or even to embarrass an enemy or bully someone online.

2. Concern over data privacy: Data privacy issues can arise from using generative AI in different industries, such as healthcare since it involves collecting private information about individuals.

3. Limitations in creativity: The neural net mindlessly uses past data as a template for future work, meaning that the output it produces is usually based on something that has already happened rather than anything genuinely creative. In short, AI systems lack creativity and originality. They cannot generate new ideas by themselves—they can only make associations based on the data fed into them by humans.

4. Copyright issues: The main copyright issues in generative AI are the same as those in traditional creative works. In fact, Getty Images has banned the publication of AI-generated content over concerns that it could be held legally liable for copyright infringement. Also, a number of stock libraries have banned AI images after artists and photographers raised concerns related to the reasons mentioned above.

The most relevant concerns regarding copyright in generative AI are:

This threat (and ultimately truth) about generative AI and synthetic media stands as a sort of warning and caution for those taking advantage of generative artificial intelligence generatively to produce even more artificially intelligent output. It is a bit mind-bending, but we should not forget we are still in the learning phase of it and many mishaps will happen in the years to come.

Ai generated pictures, photo from

What Can We Expect From Generative AI in the Coming Years?

It has been ten years of AI’s golden era. It is still the early days for meaningful AI.

The field of generative AI is still developing but is promising as a creative approach. It has been one of the past decade’s most successful machine-learning frameworks.

To understand how important it will be in the future, let’s see where it stands today:

Generative AI may seem trivial today, but it could dramatically improve AI efficiency and reduce bias in the future. With the help of artificial intelligence, Google has developed a tool that can turn text prompts into high-definition videos. Another Big Tech company, Meta, recently announced its own text-to-video system, which is doing considerably better than its Galactica model.

Google AI updated an existing function, Imagen, to support video with its Make-A-Video generator. Meta’s Make-A-Video generator replaces Make-A-Scene, which was a text-to-image tool.

Investors Nathan Benaich and Ian Hogarth, who authored the State of AI report 2022, said research on the subject had only just begun.

“Meta and Google announced a more rapid, quality jump in the DALL-E moment of text-to-video generation in September,” the pair wrote in the report. Despite the early stages of the process of generating video, AI-produced images are becoming mainstream with tools like Stable Diffusion and OpenAI’s DALL-E.

Apart from images, the technique can also be used to generate text through chatbots, automated articles, and speech.

Generative artificial intelligence is gaining significant traction among all large tech companies and many startups. AI, in this form, creates something new rather than simply analyzing what already exists.

It is expected that in the future, these kinds of generative models could be adapted to, for example, allow architects to describe a building and have an AI model provide a walkthrough of the building in seconds.

The Future of Synthetic Media

Do algorithms make the decisions morally correct?

This question has been at the center of much debate in recent years. This is because algorithms are not only models of a particular aspect of the world but also, increasingly, models of complex social interactions.

Ethical issues are not only computational problems but also sociocultural ones. For example, they may result from algorithms (such as biases and discriminatory outcomes) or data collection and use. As a result, they require a much deeper understanding of the social impact of AI-based technologies, past experiences with similar innovations, and their ethical implications, especially when it comes to synthetic media.

As synthetic media is getting more realistic and easier to handle, it will require scrutiny from various angles to understand how generative AI has been created and whether it is biased or not. Otherwise, many new models will go down the route of Galactica.

Over the next few years, we expect that users, content creators, and companies will continue to embrace generative AI in ways that might seem unbelievable today. However, with the speed of change, companies need to be kept up-to-date on the latest technologies and its impact, including tools such as generative AI, or risk going the route of Nokia, Kodak or Blockbuster.

Last week's “NTR — The Metaverse Summit 2022” was a truly inspiring event that highlighted discussions centered on the long-term goals and fundamental concepts of the metaverse.

The all-encompassing forum featured thought-provoking keynotes from industry leaders and ideas exchanged by industry professionals on Web3 and metaverse technologies and innovative business models.

After an enthusiastic start with the startup pitch competition for AUREA Award, the Summit featured over 20 sessions and more than 40 speakers.

Describe, don't define

One of the key takeaways from the Summit was the importance of focusing on building the metaverse rather than trying to define it.

The metaverse, as we idealize it, has yet to arrive. Today, there is a myriad of visions about how the metaverse will look in the future and what experiences it can provide to its participants. As we move into a new era of interpersonal and social interactions, we should shift our focus from defining and framing novel concepts towards imagining the broader horizon of what they can become and how they influence our lives.

Spatial Computing instead of VR

Another key point that was discussed was the concept of "spatial computing" rather than the simple term "virtual reality".

Spatial computing is a term used to describe technologies that allow people to interact with digital information in a three-dimensional (3D) environment. This can include virtual reality (VR), augmented reality (AR), and mixed reality (MR) technologies, as well as other technologies that enable people to interact with digital information in a more intuitive and immersive way.

Spatial computing can also refer to the use of 3D sensors and other technologies to enable computers to understand and interact with the physical world. In general, spatial computing is focused on using technology to enable people to better understand and interact with the world around them, both digitally and physically.

The metaverse is not just about digital experiences but about breaking free from the screen and experiencing the world in a new way.

The metaverse will essentially become a collective, phygital world that people can enter and interact with using spatial computing technologies. For example, spatial computing technologies could be used to create and populate the virtual environments of the metaverse, allowing people to interact with each other and with digital information in a more immersive and intuitive way.

Additionally, spatial computing could be used to enable people to move seamlessly between the physical and virtual worlds, allowing them to access and interact with the metaverse from anywhere at any time. Overall, spatial computing is likely to play a key role in the development and growth of the metaverse, helping to shape the way that people interact with each other and with digital information in the future.

Towards Equity & Inclusion

One of the strongest potentials of the metaverse to address social issues, such as equity, equality, and inclusion, was also discussed.

Since the concept of the metaverse is still largely theoretical, it is difficult to say exactly how it will achieve it. However, it is likely that the metaverse will provide new opportunities for people to interact with each other and with virtual environments in novel ways. This could potentially lead to new forms of social organization and communication that could help address a range of social issues. It is also possible that the metaverse could exacerbate existing social issues, depending on how it is designed and implemented.

Ultimately, the impact of the metaverse on social issues will depend on the choices and actions of the individuals and organizations involved in its development and use.

Since decentralization and self-regulation are key Web3 topics, it is likely that we will see innovative approaches emerge.

Becoming a Part of Something Bigger

The importance of community in the metaverse was also emphasized. The metaverse future is not just about technology but about bringing people together and creating a sense of belonging and connection.

In the metaverse, communities can come together and interact in ways that are impossible in the physical world. For example, people from different parts of the world will be able to meet and interact in virtual spaces, forming communities based on common interests or goals.

These communities will be able to collaborate and work together on projects and initiatives that are too large or complex for a single person or group to tackle. For example, a group of architects from different parts of the world could come together in the metaverse to design a new city, with each member contributing their expertise and knowledge to the project.

Furthermore, the metaverse will allow for the creation of virtual events and gatherings, like the Burning Man Project, where communities can come together to share ideas, participate in discussions, collaborate, and create together. These events will be able to reach a much larger audience than traditional physical events and will allow for greater participation and engagement from members of the community.

This way, the metaverse is expected to amplify the role of the community by providing new ways for people to come together, interact, and collaborate on a global scale.

NTR — The Metaverse Summit 2022

From User to Participation Experience

In the metaverse, people will be able to interact with each other and with digital content in real-time, creating a shared virtual environment. The term Participation Experience (PX) was suggested instead of User Experience (UX) to better describe the metaverse and its focus on community.

This is because the metaverse is not just a product or service that people use, but rather a shared virtual space where people can interact with each other and with digital content. As such, the focus will be on creating engaging and immersive experiences that allow one to participate in and contribute to the metaverse. In terms of design, this shift from UX to PX will involve a more holistic approach that considers not only the individual user experience but also the collective experience of all participants in the metaverse.

This will require designers to consider a range of factors, such as the social dynamics of the metaverse, the role of digital content and artifacts, and the ways in which people can interact and collaborate within the virtual environment.

Overall, the shift from UX to PX in the metaverse will require designers to think beyond traditional user-centered design approaches and instead focus on creating engaging and immersive experiences for participants in the virtual world.

Embracing Uniqueness

Lastly, personalization and self-expression were highlighted as key components of future experiences.

In the metaverse, people will be able to create and wear virtual clothing and accessories that can be customized to their unique tastes and styles. This will give the ability to experiment with different looks and identities in a way that is not constrained by the physical limitations of the real world.

The ability to personalize our experiences in the metaverse opens up new possibilities for self-expression and breaking free from the limitations of the real world.

Experiencing Through gaming

Gaming in the metaverse was another key topic of discussion, with a focus on entertainment and community building. It is likely to play a significant role in the development of the metaverse.

The immersive and interactive nature of gaming makes it a natural fit for the metaverse, and many of the technologies and concepts that are being developed for the metaverse, such as virtual and augmented reality, have already been explored extensively in the gaming industry.

As the metaverse continues to evolve, it is likely that gaming will continue to be a major driving force, both in terms of the technologies that are used and the ways in which people interact with and experience the metaverse.


Overall, the Summit was a truly inspiring event, providing valuable insights and discussions on the future of the metaverse and its potential to change the world.

We are looking forward to next year's edition to hear more hands-on applications, success stories, and new discoveries of the metaverse.

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