EnglishDeutsch
Adello white

A hard-to-swallow pill for all professionals is that technologies will always outpace skills. And this is quite unfair: imagine mastering the skill for years, and then suddenly new technology appears and performs your tasks quicker, better, and more accurately. This would destroy you as a professional, your hard work, and many years of experience.

And now, many professions in the marketing and advertisement field, whose work is connected to creativity, are under threat. Today AI can perform certain creative tasks at a very advanced level. These are several examples of what is happening in the industry right now:

DALL-E 2 x Cosmopolitan

Are AI algorithms smart enough to generate creative assets that will be indistinguishable from man-made ones?

DALL-E is an AI software that creates images on request. Many of you have probably tried on DALL-E Mini to create funny pictures. However, recently DALL-E 2 was released. The software is able to perform more sophisticated tasks by generating accurate, realistic high-resolution pictures.

Cosmopolitan unveiled the first AI-generated magazine cover by the DALL-E 2. Artificial intelligence created images based on text queries. In just 20 seconds, the neural network produced pictures to a request for “A strong female president astronaut warrior walking on the planet Mars, digital art synth-wave.” The result looks great!

Cosmopolitan AI cover

Zalando

One of the typical routines for the fashion brand is creating a lookbook for the customers. For that, they need to hire a photographer, rent a space, install the lightning, find models, make-up masters, and stylists who will pick the dress for each model, etc. Now all those involved in that process can go on unpaid vacation due to AI replacement.

Zalando researchers found a solution how to facilitate their content generation process. One of their recent research papers suggests a new AI-driven digital outfit recommendation tool can produce high-resolution images of outlooks based on customer preferences, thus increasing an average basket size by almost 40%.

Pencil

All these years, marketers and advertisers have been dreaming about this tool, and here it is: ad creative generator - Pencil.

With Pencil, customers can create different kinds of advertisement creatives, from static banners to videos. Algorithms generate new ad banners based on the input of branding and keywords. AI needs less than 1 minute to demonstrate the result! Users would only need to choose the best one from the different options.

Now, there is no need to wait days or weeks for the creative delivery by the agency. Pencil will write, copy, edit video and apply best-practice templates and animation.

And just like that, AI penetrated different creative spheres in the marketing and ad industry. Picture this: Algorithms will help reduce the amount of routine creative tasks that do not require extraordinary skills, thus optimizing the expenses of marketing teams. They will also free up some time for talents to do what they can do best – create! A healthy life-work balance and more time to focus on exciting projects will inspire your team to deliver results with a meaningful impact.

So, what is the future of creative professions?

No time to panic

When you analyze the trend even more sorrowfully, you can find even more reasons why AI won’t replace creative people (at least in the near future):

Adaption is not fast

Often the adoption of new technologies is slow and can last for decades. Even though AI that generates creative assets seems very promising, brands will not rush to obtain these innovative solutions. Instead, many will prefer to continue work as they used to and give preference to talented people, not computers. Brand trust their many-years-experience of working with people, and they are not ready yet to switch completely.

Remember the adaption of remote work? The ability to work at a distance results from technological breakthroughs and the appearance of the high-speed Internet. However, companies didn’t want to change their working habits for years, finding endless excuses, even though remote and hybrid work has a range of benefits. And only an acute need for distancing during Covid-19 forced the companies to give remote work a chance. And this method proved to be working. Nevertheless, some large companies, such as Tesla, still advocate only-office-work.

Technologies are still not perfect

Even though AI tools can optimize and speed up some tasks, these technologies still have certain biases and limitations. That is why there are still aspects that can be done only by humans.

However, keep in mind that AI learns fast. This is an example of how This Person Does Not Exist AI learned to generate better pictures of faces in just a few years.

AI is not fully automated

No AI tool is fully automated for a moment. There are always people behind the algorithms giving commands, setting up AI, feeding data, and bug-fixing. So, the first link of this chain will always be a human.

Professional upgrade

Now, imagine the worst-case scenario: People related to creative work are losing their jobs due to AI replacement. Nevertheless, this would not mean the end of their careers. Creativity is different from learning math formulas. Creative thinking should be constantly improved. Therefore, people can still perform more complex creative tasks, run quality control of AI-created art, feed it with data on trends and social limitations, etc. There will also be a growing need for soft skills development. Spending more time on soft skills development and new experience, yesterday’s designer/copywriter may become a creative manager with strong leadership and communication skills to improve customer experience.

Furthermore, there will always be a demand for professionals that have unique creative styles and whose artistic signature would be a plus for the company.

Tool, not a replacement

Creativity has been on the verge of extinction sincebeginning of the 20th century. During this time, photography obtained its popularity. So did the idea that there is no longer a need for an artist because photographers can take pictures instantly. Did the artists disappear, and all museums got closed? Instead, the art and creative work have changed: The new schools, genres, and directions appeared that opposed realism. Later, the hand-drawn ad posters were replaced with the ones that were created with software and digitally printed. Again, photographers have not disappeared, they have adapted. And summing up previous arguments, it is important to highlight that AI algorithms in the scope of creative work are supposed to be just a tool, not a replacement.


Blake Lemoine, a software engineer at Google, recently made a remarkable statement. He claimed that the corporation’s conversational AI bot LaMDA (Language Model for Dialogue Applications) had obtained a consciousness. Lemoine noted that the chatbot speaks its rights and perceives itself as a person. In response, company management suspended him from work - reported by The Washington Post.

“If I didn’t know exactly what it was, which is this computer program we built recently, I’d think it was a 7-year-old, 8-year-old kid that happens to know physics,” said Lemoine.

In fact, the capability of machines is becoming more advanced year after year, and Natural Language Processing (NLP) demonstrates prominent results. However, ones can protest in response: Then why do software like Siri or Alexa still barely cope with the most primitive tasks in languages?

Understanding the human language

For us, people, the language seems to be an ordinary and natural process. However, it doesn’t change the fact that natural languages are a very complicated system. Previously, there was a dominant idea that only humans could use logic, reasoning, and intuition to understand, use, and translate languages. However, human logic and intuition can be modeled mathematically and programmed. When computers became more advanced, people were trying to make them understand human speech. That is how the history of NLP went a long way from the virtual psychiatrist ELIZA in 1964 to the first automatically deciphers ancient language machine in 2010 and chatbots on almost every website.

Nevertheless, despite the long history of research, machines still have a range of serious limitations and barriers in terms of NLP. Machines can hear and read what we write, but they still do not completely understand what we mean since they don’t know the whole picture of the world. This is one of the problems of the century in artificial intelligence technology.

NLP in Web 2.0

In the 80s-90s, at the beginning of the mass scale of the Internet, Web 1.0 users could only read the content. With the appearance of Web 2.0, there was the possibility to interact with text (Read-Write). That is why NLP technologies became especially useful and widespread in the second generation of the Internet. Thank to NLP, certain processes were facilitated, such as spam detection, chatbots, virtual assistance, and many others. Although the ability of machines to communicate on the human level remains relatively low, there are some quite interesting achievements:

Voice-controlled assistants like Siri, Alexa, and Alisa

Despite the fact that voice assistant was not developed to the level of the sophisticated interlocutor, they excellently perform their functions by assisting the user in different tasks. 

Search engine

Every day Google processes more than 3.5 billion searches. There are several advanced NLP models that are used to process the queries, including the most famous one, BERT (Bidirectional Encoder Representations from Transformers).

An example of how BERT improves the query’s understanding: When the user was quire “2019 brazil traveler to the USA needs a visa”, it was not clear to the computer. It could be a Brazilian citizen who is trying to get a visa to the US or an American to Brazil. Previously computers were giving results according to the keywords. In opposite, BERT takes into account every word in the sentence. In this exact context, “to” means a destination.

Text correction

As was mentioned, Web 2.0 allowed users to create text in the Web space. Hence, there was a high demand for text correction. Previously, users were relying on the built-in corrector in the Office 360 software that was pointing out mistakes. However, the mistake-detection technology in that software was quite vulnerable.

The new generation software that is AI-driven, such as Grammarly, uses NLP to help correct errors and make suggestions for simplifying complex writing or completing and clarifying sentences. They are more advanced and precise than the error-detection technologies of the previous generation.

Chatbots

Today there are a lot of websites that offer on their web pages chatbot assistant. Same as with voice-controlled assistants, they are not fully advanced and, in many cases, use simple keyword search and decision tree logic. However, it helps the users at a certain level and facilitates the work of the support team.

It may seem that NLP development doesn’t achieve the expectational level as it could be and has a range of serious limitations. Hence, in Web 3.0, we must deal with all those flaws of NLP we have today.

NLP in Web 3.0

There is no doubt that NLP will be a critical and foundational component of Web 3.0. AI-driven speech recognition and analytics technology can be used in many fields, such as enabling voice-based user interactions, command-driven hands-free navigation of virtual worlds, connection and interaction with virtual AI entities, and many others. Those are the examples of how NLP technologies will be used in web 3.0 and what are the objectives we need to achieve in this new internet era.

Voice operation

When we are talking about navigating in the metaverse, we might think about handheld controllers, gestures, eye-tracking, or voice control. In fact, voice operation would bring the user experience to a new level. Meanwhile, NLP technologies would help generate audio responses with linguistic nuances and voice modulation.

Speaking about voice operation in metaverse, it is important to mention development of the voice operation in games. The representatives of such in-game technology were games Seaman, Mass Effect 3, Bot Colony, Nevermind and others. Their NLP technologies were not that precisive. However, they can be considerate as the inspiration of the voice control  in metaverse.

Voice operation is already in the development process by Meta. The company launched a Voice SDK that allows VR developers to create virtual environments using voice commands.

Virtual assistance

In Web 3.0, the users would expect assistance in more daily tasks than in Web 2.0. Hence the virtual assistance would need to be upgraded to a higher level.

For the development of such a voice assistant, Meta took responsibility. Meta claims that their voice assistant will take presence in the metaverse, so it will probably have a virtual form of an avatar. Moreover, Meta wants its voice assistant to be more sophisticated, unlike the existing voice assistant in terms of understanding the context of the request.

“To support true world creation and exploration, we need to advance beyond the current state of the art for smart assistants,” said Zuckerberg.

AI companions

The difference between the Virtual assistant and AI companion is that the first one is designed to serve the user, while the AI companion is designed to be a virtual friend who knows your interest, can maintain a dialog, and give advice.

Web 2.0 offered us different AI chatbots. New generations of AI chatbots go further. One of the most prominent examples is the app Replika. After creating an avatar of its virtual companion that can also be visible via AR, users can start a conversation. AI companion, unlike many other AI chatbots, is capable of memorizing information about users, such as name, date of birth, interest, hobbies, memories, opinions, and others. Also, for the paid subscription, the AI companion can also be a romantic partner.

Replika
Replika, AI companion

Trade and Retail

Developing technologies of virtual assistants and AI companions is crucial for the Web 3.0:

If we manage to master those, it will pave the path to mastering other AI bots that will be responsible for the various jobs, such as psychologists or consultants.

Trade is one of the areas where AI-driven chatbots that will have the role of seller/consultant will be required. Trade, in general, has a great potential in the metaverse. That is how AI chatbots in this field will upgrade the purchasing process and improve the buyer experience.

Translations

In the 2000s, the developers were trying to bring to the life idea of social media with a built-in translator. Users could talk to different people around the world in their own languages, and everyone will understand each other thanks to the built-in translator. For some reason, those social networks didn’t gain popularity. Moreover, translation technology at that time was not that well developed and often provided awkward results.

Metaverse will be more than just social media, rather also a place for business, networking, education, shopping, sports, and so on. In that case, the automatic translation would be very useful. However, to achieve this, we need to make sure that AI-powered translators cope with their job precisely, fast, and flexibly.

Meta is already working on such a translator. This year the company announced they are developing an AI-powered c for languages in their metaverse.

Another prominent company that reached certain achievements in the real-time AI-powered translations is Unbabel. The software combines the speed and efficiency of machine translation with the accuracy and empathy of a global community of native-speaking translators. The merits of the company was noted by Windows, they said:

“We’ve seen CSAT scores jump as much as 10 points, and in one instance, we increased issue resolution by 20 percent.”

Those are just a few examples of how NLP technologies can be applied in Web 3.0, which will be used provided that the NLP technology is advancing fast enough. In fact, the development of NLP in the context of metaverse remains one of the underrated topics. Nevertheless, it doesn’t change the fact that the ability of machines to perceive text remains one of the prior tasks for AI today.

On 2.2.22, the leading Swiss mobile technology provider, Adello, streamed live the 28th industry event on METAVERSE via Linkedin and Youtube for the 180 registered industry professionals. The topic of the discussion was “Metaverse: Technological Gimmick or the Most Important Invention after Mobile?”

Thomas Hutter, CEO of Hutter Consult, was invited as a guest and a keynote speaker. In his presentation, Thomas disclosed from a critical point of view what challenges and opportunities could offer us the Metaverse in the near future.

What is Metaverse?

Thomas started his presentation by defining Metaverse in a quite extraordinary way: instead of Thomas, the virtual avatar has explained it:

“The Metaverse is a collective virtual space created by the convergence of virtual, augmented, and physical reality, physical persistence in virtual space, including the sum of all virtual worlds of augmented reality and the Internet.”

Thomas added that the Metaverse encompasses the digital world the same way as the physical one. At the same time, those worlds are interconnected, and the border between them is blurred. That is how the Metaverse allows us to enrich the physical world with new digital opportunities that wouldn’t be possible in reality.

Thomas shared that the concept of the Metaverse is not new. The notion of “Metaverse” was mentioned for the first time in the book “The Snow Crash” by Neal Stephenson, released in 1992. The actions in the book take place in a virtual reality, where people exist and interact with each other as their avatars.

Today some traits of the Metaverse can be presented in different online games where people play specific roles behind the virtual characters. Nevertheless, those games still cannot be considered the Metaverse. In fact, the Metaverse includes the interaction with the physical world, which most of the games don’t have yet.

The Metaverse obtained its popularity very quickly. That happened right after Mark Zuckerberg declared that Facebook’s main focus will be the Metaverse. This consequently created a range of different discussions and concerns if Meta (previously Facebook) will have a monopoly on the Metaverse.

Thomas Hutter ensures that there is no reason to suggest this. Different companies provide or will provide platforms for the Metaverse very soon. For example, Thomas pointed to Fortnight (a free-to-play battle royale game by Epic Games) and AltspaceVR (a social VR platform acquired by Microsoft), which plans to create a virtual working space.

However, according to Thomas, there is room for some concerns. For instance, Meta encompasses a significantly broad audience of 3 billion people by owning Facebook, Instagram, Whatsapp, and others. Moreover, Meta owns a subsidiary company Oculus. Oculus will provide the suitable equipment to enter the Metaverse, including a headset and sensor glove. Furthermore, there is no doubt that Meta has enough resources to invest in Metaverse R&D.

To draw a line and eliminate the misconception of what the Metaverse actually is, Thomas shared the 7 core attributes of the Metaverse described by Matthew Ball.

  1. The Metaverse is always live. It cannot be interrupted or paused, unlike computer games.
  2. The Metaverse happens in real-time.
  3. The Metaverse is unlimited. That means there are no boundaries for the users, and everyone can access it.
  4. The Metaverse is an ecosystem. This includes payment methods as well. It is expected that users can make purchases inside the Metaverse by using cryptocurrency.
  5. The Metaverse cannot exist only in virtual or physical reality. It unites the virtual and physical world and allows the users to interact inside them.
  6. The Metaverse allows the interoperability of data. That means that the digital objects in the Metaverse are fungible. It can be owned and exchanged.
  7. The Metaverse is diverse. The content of the Metaverse must be various and have different sides. That means it creates opportunities for different user experiences.
Facebook metaverse

Potential of the Metaverse

Revealing the core attributes of the Metaverse, Thomas continued with the discussion on how the Metaverse can serve people.

Social connections are one of them. The Metaverse could broaden the horizons in human communication and interaction. Thanks to the Metaverse, the geographical and linguistic borders will be erased.

Another important usage will be entertainment. The Metaverse will facilitate virtual activities in meta-reality, for example, concerts, movies, exhibitions, cultural events, and others.

Gaming is another important aspect. Transferring games into the Metaverse will invent new gaming experiences.

Sport has an excellent potential to be transferred in the Metaverse. It will transform sports and fitness activities, enriching them with gamification.

Thomas also mentioned that shopping could be changed within the Metaverse. In the Metaverse, buyers can discover a new range of various experiences that have never been available before.

Speaking about education, the students will be able to obtain a professional experience thanks to the virtual training in the meta-reality.

Another aspect that can be changed with Metaverse is professional life. Metaverse will help in arranging the business meeting in the virtual space.

How will Metaverse work

Metaverse is constituted from the different components that in their entirety create an entire ecosystem. Here are the components of the Metaverse ecosystem:

  1. Centralized and decentralized gateways. A centralized Metaverse is represented as a single entity that operates the entire network. In such a system, user actions are restricted within the set of controlled parameters. In a decentralized Metaverse, in its turn, users are free and can control everything.
  2. Avatars - the virtual image of a user.
  3. Payment system that will be presented as cryptocurrency.
  4. User Interface and Immersion.
  5. Social - the ability to intercommunicate with other users.
  6. Play-to-earn/ Play-to-collect - the ability to earn points/currency by playing.
  7. AI - some part of the Metaverse will be operated and optimized by artificial intelligence.
  8. AdTech and Marketing. Those aspects will penetrate the meta-reality and create new opportunities for the advertisement.
  9. Visualization and digital twin - reconstructing and cloning the real-world objects and systems to the Metaverse.
  10. Decentralized Infrastructure - in order for the metaverse to survive, it needs to be decentralized. Decentralized networks are built on blockchain. This approach ensures that there is no monolithic control. In fact, for the metaverse to survive, it requires to be open-source, interoperable and controlled by the community, not by a few people.
  11. Creators.

Foundation for the Metaverse development

Thomas described factors that have been undertaken in the past which led to the appearance of the Metaverse. One of them is Internet speed, which has increased enormously in the last several years.

Another factor is technological change and especially mobile phones. Today smartphones have a wide range of functionality that nobody could imagine 20 years ago. Thomas compared such a quick improvement of mobile devices to the possible future development of the Metaverse. For instance, VR sets are currently not designed yet for Metaverse usage. But those devices may be improved in a very short period of time.

There are already concepts that could help perceive virtual reality in a more convenient way, such as Google Glass and Oculus. Moreover, such concepts might have great potential to replace smartphones and become the next device-number-one.

Another tool that contributed to the Metaverse development is the brain interface. A brain–computer interface (BCI) is a device designed to exchange information between the brain and computer. In unidirectional interfaces, external devices include signals from the brain that can receive signals from the brain. Thanks to this device, thoughts can be read and interpreted.  

Metaverse adaption for the businesses

According to Thomas Hutter, the Metaverse can be an innovation jump in the digital field. Thanks to the Metaverse, it would be possible to start creating new experiences in different sectors that could benefit business development.

Moreover, new business and sales models could be developed. The goods and services will be changed. The Metaverse offers tremendous opportunities to sell digital objects and contents (for instance, courses and workshops).

At the same time, advertisements will move to a completely new level. New marketing opportunities will transform the whole industry and provide marketing methods that wouldn’t be possible in reality. The changes in marketing will bring new approaches to content personalization.

Furthermore, the new workplaces will be created in Metaverse, and the working environment could be changed correspondingly.

Then Thomas explained the challenges on the path to the Metaverse adaptation. He drew the audience’s attention to the history of the Internet. It has already been 20 years since the appearance of Web 1.0, and people still haven’t used it to its full potential. There are still poorly designed websites and UX/UI, slow Internet. The same problem appears with web 2.0. Today we are stepping into the Web 3.0 era, which users and businesses just began adopting. The inescapable truth is that for a moment, the majority of users still don’t understand the main concepts of Web 3.0.

Metaverse will combine the techniques and know-how from the Web 1.0, 2.0, and 3.0, VR, AR, and analog world. Moreover, it will include other aspects such as 3D, UI/UX, video, real-time, and many others. Furthermore, it will require resources such as labor, time, and money.

Thomas Hutter gave his recommendations on what businesses could do to pave the path of Metaverse adoption. In his opinion, business owners should learn the lessons from Web 1.0 adoption. Then it will be necessary to continue establishing and improving the knowledge of Web 2.0. Moreover, brands would have to observe how the future and Web 3.0 will develop. To adopt the Metaverse, businesses would have to analyze and decide in what direction of the Metaverse should they move. Once the direction is established, they would have to constitute the strategy of their further actions.

It is essential to start now and work from a long-term perspective. According to Thomas, the Metaverse will probably not develop as fast as expected. It will require years before the meta-world will firmly integrate into our daily life. Nevertheless, the first steps towards the Metaverse development have already been made, and those companies that become Metaverse pioneers will have great potential in the future.

In 2021 we witnessed how the metaverse began appearing on the headlines in Forbes, The Washington Post, The Economist, and other major publishers. At the same time, tech giants worldwide began proclaiming metaverse as part of their new strategy. Indeed, we are on the threshold of Web 3.0, where the metaverse is an inseparable part of it. However, only a few can understand the processes behind meta-technologies. In order to understand their work, it is essential to understand the metaverse ecosystem.

In fact, the metaverse is complex and constituted of several components. Each of its components has a certain role and contributes to the work of each other. The collaboration of the several components allows users to experience to interact, communicate, play, create, and more inside the meta-world. Let’s dive deeper and overview each component that constitutes metaverse.

Centralized and decentralized gateways

It is important to mention that gateways in metaverse can be either centralized or decentralized. What does it mean?

Centralized gateway

The centralized metaverse has been existing already for a long time. Earth2 and Meta, for instance, are examples of the centralized metaverse. This kind of gateway is a dominant model of virtual worlds that is controlled by a single entity. As a rule, one person or group has control and operates the entire metaverse.

This kind of gateway has certain flaws. One of them is the risk that malicious actors can interevent in centralized meta-space. That is why many players prefer decentralized metaverses. Another problem of the centralized metaverse is censorship. Freedom of speech and self-expression are limited there. Furthermore, centralized identity providers, where users’ digital identities are created and stored, have precarious custodians of data and user interests. Those are the reason why in the future, the developers will give preference to the decentralized gateway.

Decentralized gateway

Decentralized metaverse also has a certain form of control. However, it belongs to the community, where the users govern the meta-world.

Decentralized networks are built on blockchain. This approach ensures that there is no monolithic control. In fact, for the metaverse to survive, it requires to be open-source, interoperable and controlled by the community, not by a few people.

User interface immersion

Design for Web 0.3

In the era of Web 2.0, design was user-centered. In the coming Web. 3.0 design will be reoriented to the environment around the user, who will immerse this virtual world.

When we speak about “good design” in Web 2.0, we mean user-friendly, clear, and aesthetically pleasing design. In Web 3.0, however, the metrics will be different. Web 3.0 design must be immersive: the fusion between the player, its avatar, and the virtual world around them. Thus, the good design in metaverse will depend on how deep the immersion between the player and the environment will happen.

Equity-focused design in the metaverse

Another challenge will create an equity-focused design in the metaverse. Since the designers will build not only visuals but a whole new virtual society, user equity and accessibility will be important aspects. To create a healthy society in the meta-world, designers would have to understand how societies work in the real world, which could be the probable threats and pain points.

The metaverse is just starting to develop. For a moment, designers have a lack of know-how. However, already in the near future, designers will be required to broaden their field of expertise and gain knowledge in economics, urbanism, and other related sectors.

Avatar and identity

The word “Avatar” can be translated from Sanscrit as ”manifestation of a deity on earth”. In a similar way, users create their own digital versions, which are called avatars in the metaverse. That is how users can interact with the meta-world from the avatar’s point of view.

Avatars will bring certain challenges and ethical questions once the metaverse expands. Some problems appear already nowadays. Several users of Meta complained that they had experienced harassment. Meta representatives declared creating a user bubble – avatar personal space that cannot be crossed by other players.

Economy

Any society, independently the physical or the virtual one, requires an economy. Within Web 3.0, Economy 3.0 will follow. For the companies, this would be an opportunity to showcase innovation, as well as implement low-cost marketing projects on such platforms. That could be one’s metaverse home, car, farm, and other objects.

The economy will need a marketplace. It is suggested that in the metaverse NFT marketplace will take place. It will allow users to purchase, sell, or bid on the digital land, avatars, or other objects in the metaverse. Thus, the advertisement of NFT for sale will be possible. NFTs will enable the property transactions that will be driven by the metaverse.

Social

It is important to mention that human interaction will necessarily take place in the metaverse.

In Web 2.0, social media shifted our horizons of how people can communicate with each other. Thank to social media, many obstacles, such as distance, language barrier, and impossibility to see the interlocutor, have been overcome

Within the metaverse and Web 3.0, society can even go beyond that and make communication (especially on distance) even more interactive. Thanks to technologies that will immerse us into the meta-world, such as VR glasses and sensory glows, meta-users can be “present” in the meta-world and even be physically felt.

Play-to-earn, play-to-collect

Those who play video or computer games are familiar with play-to-earn and play-to-collect notions. Players either earn or collect rewards that help them to advance and stay motivated to continue the game. This principle will also be implemented in the metaverse.

As an example, the popular play-to-earn game Axie Infinity allows its users to purchase, battle, and breed virtual creatures, which are called Axies. Players can purchase and sell Axies peer-to-peer using cryptocurrency since each Axie is represented by an NFT.

Axie Infinity
Axie Infinity, NFT-based play-to-earn online video game, photo from venturebeat.com

Cloud

It is suggested that metaverse will work on the basis of cloud computing. Some companies already release cloud technology that is designed for the metaverse. For instance, Amazon Cloud Technology recently presented several new services for computing, IoT, 5G, serverless data analysis, mainframe migration, and machine learning. According to reports, Meta uses Amazon Cloud Technology as a supplement for its existing local infrastructure. In the future, Meta plans to use more Amazon Cloud Technology’s computing, storage, database, and security services for in-cloud privacy.

Visualization and digital twin

Some objects from the real world can be transferred into the meta-reality. This is called a digital twin. Those objects, same as in the real world, have their value and can be purchased or sold.

Creating digital twins will be applied in the different fields into the metaverse. One of them is tourism, where, for instance, the whole city can be transferred in the meta-space. Another example - is shopping. For one, the “digital twin” of the piece of closes can be transferred in the meta-reality and be worn by the avatar.  

Recently the sport shoe company Nike announced, that they will create a a range of digital fashion products trainers and clothes. The items will be sold as NFT and be availible in metaverse.

AI

It is hard to imagine the work of metaverse without artificial intelligence. Metaverse’s AI will encompass several aspects such as content analysis, computer vision, supervised speech processing, and others.

Recently, Meta created an “AI supercomputer,” which is specifically designed to train machine learning systems. The company claims that its new AI Research SuperCluster (RSC) system is already one of the fastest machines of its kind and the fastest AI supercomputer in the world. Also, Meta says RSC will work for metaverse experiences.

Decentralized infrastructure

As we mentioned previously, in order for the metaverse to survive, it needs to be decentralized.

A group of more than 70 projects is currently working to establish the decentralized infrastructure for the metaverse. The group, which is led by Enjin, is going to create the decentralized infrastructure for cross-chain metaverse on Efinity and intent to create a ‘cross-chain NFT superhighway.

“Our goal is to bring NFTs to everyone, and working closely with our ecosystem partners brings us one step closer to this reality”. - said Enjin CTO Witek Radomski.

AdTech

There is no doubt that the metaverse will offer room for advertisement. Indeed, metaverse can be the next game-changer for digital ads. It can create a new stage that will be beyond ordinary advertising and marketing. The metaverse allows creating absolutely new experiences, which will be more engaging and interacting. It is suggested that the regular ad format that we are used to won’t work. Advertisement in metaverse will require creativity because engagement will become the main KPI.

Several marketing campaigns have already happened in the metaverse. For one, Vans created their own skate park in the metaverse world of Roblox. There the players can ride and buy company merchandise for in-game currency.

British out-of-home company Ocean Outdoor will introduce digital billboards into video games and the metaverse. The company signed an agreement of partnership with the London-based startup Admix, which places ads in games, as well as virtual and augmented reality.

Connectivity

In order for the metaverse to happen in real-time, fast internet connection and low latency will be essential.

Some mobile providers have already started investing in infrastructure improvements that will allow their subscribers to connect to the metaverse. Last year T-Mobile announced that its 5G network is used in the companies like Taqtile, building AR solutions for frontline workers. Moreover, T-Mobile shared that they are interested in using its 5G network for holographic telepresence. This technology is used for real-time holographic video calls on a user’s mobile phone and is expected to be used in the metaverse.

Analyzing the rich meta-environment, one may conclude that some technologies implemented in the metaverse are already well developed, meanwhile, others are still in their infancy. Nevertheless, the first steps toward the metaverse development have already been made. Indeed, the metaverse will require more years to become what we can see in sci-fi movies. And it’s truly wonderful to be on the threshold of its development and see how the metaverse will slowly grow and expand.

Sci-fi movies showcasing self-programming computers were closer to a dream than reality just a decade ago. Today, we are fighting a war against online data privacy while talking to Siri and being astonished at how an app or site is displaying advertisements of (related) products we just searched for. Artificial intelligence (AI) has already been introduced into all segments of our lives: business, education, and medicine, etc. AI rapidly took the leading position among the main driving technologies of our times.

Digital advertising has adopted AI trends and is now developing and adapting these technologies to its needs. The digital advertising industry is undergoing a progressive significant transformation with the use of AI. In fact, AI transforms digital advertising in many ways from machine learning to customizing content to enhance reporting. Machine Learning (ML) – being the central theme of AI offers a variety of benefits:

AI and Big Data in mobile advertising ROI

ML-algorithms, the product of the “AI revolution”, now have access to petabytes of data, also called Big Data study in real-time to bid and buy mobile ad-spaces listed on Ad-exchanges such as Google Ad Exchange, AppNexus most suitable for the product advertised and audience targeted at the best available price, hence, boosting ROI. And it keeps getting better and better as the algorithms have self-learning mechanisms i.e. they learn, adapt, and self-optimize from their experience.

Algorithms not only analyze the broad demographic data but also incorporate real-time online browsing behavior to effectively group and cluster to create a rich user profile to pursue a niche audience for your product much faster and much more precisely than man ever could and it will boost your ad performance. As an example, Adello AI’s multiple awarded Technology AdCTRL™ computes data combinations >100,000 times/second to understand what made potential customers convert.

AI in mobile ad-fraud

Although this is a vast topic and deserves a separate blog post, just to summarize in a few words; the issue of mobile ad-fraud such as bot fraud, device farms, etc. have increased by nearly 200% in just last year but to 24×7 monitor, analyze and spot abnormalities in the real-time incoming data is humanly near to impossible. AI-driven fraud prevention systems with their capability of big data analysis in real-time can recognize invalid traffic, bots, and malicious applications with even a small sample size thus saving your budget from loss. Adello’s CEO Mark E. Forster published an eye-opening article about fraud and fraud protection a few months ago.

Advanced reporting and valuable insights

AI-driven technologies play a crucial role in organizing high-performance ad campaigns. Combining machine power, excellent cognitive skills, the ability to analyze large amounts of data, produce accurate calculations, predictions and deliver almost real-time reports in presentable and easy to interpret formats.

AI is mainly engaged in analyzing Big Data and making decisions and predictive analytics based on it. With every analyzed data byte, AI creates new algorithms and – by “learning” independently -improves its capabilities. Since the introduction of AI in digital advertising, it has achieved tremendous progress and lasting results.

Adello.Direct is one such programmatic mobile marketing SaaS with multiple-awarded AI with complimentary integrated fraud prevention, reporting tool and is fully GDPR compliance.

Just a decade ago, sci-fi movies showcasing self-programming computers were closer to a dream than reality. Nowadays, we are fighting a war against online data privacy while talking to Alexa and being astonished that an app or website displays advertisements of (related) products we just searched for. Artificial Intelligence (AI) has already been introduced into all segments of our lives, business, education, medicine, etc., and rapidly took the leading position among the main driving technologies of our times.

In our business, we talk about emerging technologies and how they impact society. We have never seen a technology move as fast as AI has to impact society and technology. This is by far the fastest-moving technology that we have ever tracked in terms of its impact, and we are just getting started.”

Paul Daugherty, Chief Technology and Innovation Officer at Accenture.

The digital advertising industry is undergoing a significant progressive transformation with AI, adapting this technology to its needs. In fact, AI transforms digital advertising in many ways, from personalization to customizing content to enhanced reporting. Thanks to automatization, many manual and repetitive tasks can be substituted by AI, improving workflow and collaboration among teams.

Machine Learning (ML) – being the central theme of AI offers a variety of benefits:

AI and Big Data in Mobile Advertising ROI

An experiment conducted by the Alibaba Group and the University College London proves that algorithms perform far better than humans. The data showed that where manual bidding achieved an ROI of 100% with 99.52% budget spent, 340% ROI was generated with 99.51% budget by algorithmic bidding. So, it is obvious who is winning in this highly competitive environment!

Algorithms not only analyze the broad demographic data but also incorporate real-time online browsing behavior to effectively group and cluster the audience. This way, they create a rich user profile to pursue a niche audience for your product much faster and more precisely than a person ever could, boosting your ad performance. For example, Adello AI’s multiple awarded Technology AdCTRL™ computes data combinations >100,000 times/second to understand what made potential customers convert.

Automated creative building and reporting

There are self-service platforms out there that enable marketers to build their mobile ads efficiently. On Adello.Direct, for example, marketers can use Ad Unit builder to create stunning creative formats such as award-winning Cube or interactive ads such as Booklet or Peel. All they need is only to upload the pictures on the platform, and the creative is ready to go. Adello’s patented AI enables you to go live with a mobile advertising campaign in just a couple of clicks.

Creative reporting provides unique insights into user interaction behavior with ad creatives. The heatmap below indicates the user click pattern. The darker the color, the more clicks users made in this certain part of the ad unit. Our AI makes decisions on audience targeting improvements and inventory choices based on such heatmaps collected from different publishers.

Data
Photo by triloks from Getty Images Signature

AI in mobile ad-fraud

The issue of mobile ad fraud, such as bot fraud, device farms, etc., has increased from 2019 to 2020 by nearly 200%. To monitor, analyze and spot abnormalities in the real-time incoming data 24/7 manually is near to impossible. With its capability of big data analysis in real-time, an AI-driven fraud prevention system can recognize invalid traffic, bots, and malicious applications with even a small sample size, thus saving campaign budget.

As Dr. Augustine Fou advised in an interview for AD.Insider, before choosing a fraud prevention partner, marketers should answer the following two questions:

1) do they have different tags for in-ad versus on-site measurement?

2) do they measure for humans, in addition, to measuring for bots/IVT?

If both answers are negative, their job is not good enough, and you need to look further.

Advanced reporting and valuable insights

AI-driven technologies play a crucial role in organizing high-performance ad campaigns. They combine machine power, excellent cognitive skills, the ability to analyze large amounts of data, accurate calculations, predictions, and delivery of almost real-time reports in presentable and easy to interpret formats.

AI is mainly engaged in analyzing Big Data and making decisions and predictive analytics based on it. With every analyzed data byte, AI creates new algorithms and – by “learning” independently – improves its capabilities. As a result, AI has achieved tremendous progress and lasting results since its introduction to digital adverting.

And the disadvantages?

The dark side of the advertising industry does not sleep. While algorithms optimize campaigns, viewability, placement, and engagement, digital advertising is also vulnerable to fraudulent attacks. Approximately 25% of campaign spending is flushed on fake bots, device farm downloads, or other fraudulent activities. So, to avoid losses, make sure to do business with ad tech companies, which use AI and ML to detect, fight and prevent fraudulent traffic. For example, Adello uses multiple-awarded AI with complimentary integrated fraud prevention for its operations. This way, Adello’s clients identify and reach out to real people, save up their marketing budget, and grow their business.

Do not hesitate to contact us to learn more about mobile advertising for your business 😉

Copyright 2008 - 2022 © Adello