[Music]
the true scarce commodity of the near
future will be human attention did you
get that maybe you didn’t so I’ll repeat
myself the true scarce commodity of the
near future will be human attention now
we live in a world today where we are
constantly being bombarded by different
forms of media all fighting for our
attention the average American checks
their email 75 times a day we check our
phones 80 times a day and we switch
tasks on computers over five hundred and
sixty-six times a day so it’s no wonder
that when Microsoft released a study
that showed that the human attention
spans have shrunk from 12 seconds in
2000 to 8 seconds in 2013 people
believed it to put this in perspective
the attention span of a goldfish is 9
seconds so Microsoft is telling us that
human attention spans are on par with a
goldfish the same humans that during
this time span created game-changing
companies that connected the world like
Facebook and Twitter electric cars from
Tesla or reusable rockets from SpaceX
these humans have the same attention
span as a goldfish I’m not buying it
instead I believe that humans are
evolving with the rise of the Internet
and mobile phones access to information
is faster than ever and we now crave
immersive information experiences like X
R X R is a catch-all term for extended
reality ittan capsules the three major
forms of immersive technologies virtual
reality where you’re completely
encapsulated in a digital world
augmented reality where you can see the
real world around you but there’s a
digital layer of information on top and
mixed reality which is probably the most
confusing
it’s where digital objects can actually
interact with the real world so this
magic leap example is a perfect example
of mixed reality you can see the digital
whale interacting with the gym floor but
XR is more than just fancy visuals brain
studies have been done to show that XR
is double the visual attention as
traditional media and they have also
found through brain imaging technology
that memory encoding is seventy percent
higher with XR than with traditional
media now let’s get into some ways that
companies are using XR today virtual
training is quickly becoming one of the
best XR applications it’s being used to
boost confidence learning retention and
test scores on a variety of applications
from high consequence police training
and Singapore to Black Friday
simulations for Walmart employees this
stuff is really working it’s boosting
learning outcomes and cutting costs for
the companies virtual reality has also
been called the ultimate empathy machine
and there’s no better example than
clouds over Sidra this is a VR
documentary that puts you into the
first-person shoes of a 12 year old girl
named Sidra
she’s a Syrian refugee one of 80,000
that stuck in the Zaatari refugee camp
on the border of Jordan and Syria this
film premiered at the UN and since then
it has been widely used to sway public
opinion and raise over 3.8 billion
dollars for the Syrian refugee crisis
the filmmaker Gabor Arora said it best
the difference between pity and empathy
is that pity is done from a hierarchy
whereas empathy is done from a shared
experience XR is also changing the way
we buy major retailers like IKEA and
Sephora are using mobile augmented
reality applications to give their
customers try before they buy
experiences so now you can place digital
furniture in your homes to see if it
matches your decorations or if it’s even
gonna fit or you can try makeup on your
face before you even spend a dime in the
early data from the brands show that
this stuff is really working it’s
creating higher order values higher
sales conversions more engagement and
less returns because you know exactly
what the product is going to look like
at Porsche they’re using XR to improve
their daily maintenance operations using
augmented reality headsets a maintenance
technician can remote assistant and
expert that’s thousands of miles away
and this is cutting Porsches maintenance
times down by a whopping forty percent
even the Weather Channel is using mixed
reality this is an example that they
recently used to show the
life-threatening floods that Hurricane
Florence could bring now when most
people think about augmented reality
they think about pokemons go I was in
San Francisco at the time Pokemon go
launched and I joined a Facebook group
to play with other Pokemon go players I
was amazed as this group swelled from
1,000 to 5,000 to 10,000 to eventually
over 20,000 people who all wanted to
play pokemon go together the event got
so big that the SFPD had to shut down
the streets in San Francisco just so
these people could play safely and then
I noticed something interesting business
owners were catching wind of the crowds
and they learned that they could by
pokey stops or
gyms to attract crowds of people looking
for rare Pokemon a few months later I
moved back to my hometown of Detroit
being away for almost 10 years I was
exploring the city and stumbled upon a
gem in Eastern Market it was totally
different from when I had left it had
beautiful public art everywhere people
buzzing in every time I went there there
was a new shop that opened but there is
one thing missing people would go all
around and take beautiful photos of the
of the murals on the outside of the
buildings but they would rarely step
into these shops this is when my
brothers and I came up with the idea for
electrifly and augmented reality murals
we want to drive traffic to local
businesses using immersive public art in
this example that you see is from Denver
black box mural that we’re working on we
also have one in Detroit in Orlando plan
so what’s next for XR how is this
technology going to impact our lives
over the next 10 years I have three big
bold predictions the winner of the 2020
election will use XR to cut through the
digital noise and deliver a more
compelling message than the other
candidate JFK used TV Obama used YouTube
Trump used Twitter in the winner of the
20/20 election will use XR to get your
vote big bold prediction number two by
2022 our phones will almost disappear
and half of Americans will be using XR
glasses you will now not have to look
down at your screen all of the
information will be fed to your eyes now
when Apple launches these XR glasses it
will be a watershed moment for the
industry Apple XR glasses will do 4 XR
what the iPhone did for mobility opening
up a world of new possibilities big bold
prediction number 3 by 2020
five all new vehicles will have
holographic heads-up displays installed
every single new vehicle this will give
way to new wayfinding and navigation
applications as well as location-based
advertising and a variety of different
entertainment options so I’ll leave you
with one final thought
it’s 2025 and our phones as we know it
have died when everyone is using these
XR glasses how do you plan to reach your
customer thank you
[Applause] [Music]
the true scarce commodity of the near
future will be human attention did you
get that maybe you didn’t so I’ll repeat
myself the true scarce commodity of the
near future will be human attention now
we live in a world today where we are
constantly being bombarded by different
forms of media all fighting for our
attention the average American checks
their email 75 times a day we check our
phones 80 times a day and we switch
tasks on computers over five hundred and
sixty-six times a day so it’s no wonder
that when Microsoft released a study
that showed that the human attention
spans have shrunk from 12 seconds in
2000 to 8 seconds in 2013 people
believed it to put this in perspective
the attention span of a goldfish is 9
seconds so Microsoft is telling us that
human attention spans are on par with a
goldfish the same humans that during
this time span created game-changing
companies that connected the world like
Facebook and Twitter electric cars from
Tesla or reusable rockets from SpaceX
these humans have the same attention
span as a goldfish I’m not buying it
instead I believe that humans are
evolving with the rise of the Internet
and mobile phones access to information
is faster than ever and we now crave
immersive information experiences like X
R X R is a catch-all term for extended
reality ittan capsules the three major
forms of immersive technologies virtual
reality where you’re completely
encapsulated in a digital world
augmented reality where you can see the
real world around you but there’s a
digital layer of information on top and
mixed reality which is probably the most
confusing
it’s where digital objects can actually
interact with the real world so this
magic leap example is a perfect example
of mixed reality you can see the digital
whale interacting with the gym floor but
XR is more than just fancy visuals brain
studies have been done to show that XR
is double the visual attention as
traditional media and they have also
found through brain imaging technology
that memory encoding is seventy percent
higher with XR than with traditional
media now let’s get into some ways that
companies are using XR today virtual
training is quickly becoming one of the
best XR applications it’s being used to
boost confidence learning retention and
test scores on a variety of applications
from high consequence police training
and Singapore to Black Friday
simulations for Walmart employees this
stuff is really working it’s boosting
learning outcomes and cutting costs for
the companies virtual reality has also
been called the ultimate empathy machine
and there’s no better example than
clouds over Sidra this is a VR
documentary that puts you into the
first-person shoes of a 12 year old girl
named Sidra
she’s a Syrian refugee one of 80,000
that stuck in the Zaatari refugee camp
on the border of Jordan and Syria this
film premiered at the UN and since then
it has been widely used to sway public
opinion and raise over 3.8 billion
dollars for the Syrian refugee crisis
the filmmaker Gabor Arora said it best
the difference between pity and empathy
is that pity is done from a hierarchy
whereas empathy is done from a shared
experience XR is also changing the way
we buy major retailers like IKEA and
Sephora are using mobile augmented
reality applications to give their
customers try before they buy
experiences so now you can place digital
furniture in your homes to see if it
matches your decorations or if it’s even
gonna fit or you can try makeup on your
face before you even spend a dime in the
early data from the brands show that
this stuff is really working it’s
creating higher order values higher
sales conversions more engagement and
less returns because you know exactly
what the product is going to look like
at Porsche they’re using XR to improve
their daily maintenance operations using
augmented reality headsets a maintenance
technician can remote assistant and
expert that’s thousands of miles away
and this is cutting Porsches maintenance
times down by a whopping forty percent
even the Weather Channel is using mixed
reality this is an example that they
recently used to show the
life-threatening floods that Hurricane
Florence could bring now when most
people think about augmented reality
they think about pokemons go I was in
San Francisco at the time Pokemon go
launched and I joined a Facebook group
to play with other Pokemon go players I
was amazed as this group swelled from
1,000 to 5,000 to 10,000 to eventually
over 20,000 people who all wanted to
play pokemon go together the event got
so big that the SFPD had to shut down
the streets in San Francisco just so
these people could play safely and then
I noticed something interesting business
owners were catching wind of the crowds
and they learned that they could by
pokey stops or
gyms to attract crowds of people looking
for rare Pokemon a few months later I
moved back to my hometown of Detroit
being away for almost 10 years I was
exploring the city and stumbled upon a
gem in Eastern Market it was totally
different from when I had left it had
beautiful public art everywhere people
buzzing in every time I went there there
was a new shop that opened but there is
one thing missing people would go all
around and take beautiful photos of the
of the murals on the outside of the
buildings but they would rarely step
into these shops this is when my
brothers and I came up with the idea for
electrifly and augmented reality murals
we want to drive traffic to local
businesses using immersive public art in
this example that you see is from Denver
black box mural that we’re working on we
also have one in Detroit in Orlando plan
so what’s next for XR how is this
technology going to impact our lives
over the next 10 years I have three big
bold predictions the winner of the 2020
election will use XR to cut through the
digital noise and deliver a more
compelling message than the other
candidate JFK used TV Obama used YouTube
Trump used Twitter in the winner of the
20/20 election will use XR to get your
vote big bold prediction number two by
2022 our phones will almost disappear
and half of Americans will be using XR
glasses you will now not have to look
down at your screen all of the
information will be fed to your eyes now
when Apple launches these XR glasses it
will be a watershed moment for the
industry Apple XR glasses will do 4 XR
what the iPhone did for mobility opening
up a world of new possibilities big bold
prediction number 3 by 2020
five all new vehicles will have
holographic heads-up displays installed
every single new vehicle this will give
way to new wayfinding and navigation
applications as well as location-based
advertising and a variety of different
entertainment options so I’ll leave you
with one final thought
it’s 2025 and our phones as we know it
have died when everyone is using these
XR glasses how do you plan to reach your
customer thank you
[Applause] [Music]
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