Matthew GriffinFounder, President and Futurist, 311 Institute
G7 · G20governments advised
850+keynotes
102countries
17codexes
Retail and consumer sessions forTASDEmnesAdobeCoca-ColaManagement EventsRich's Products
Featured inBloombergThe Wall Street JournalThe Telegraph
Kimmo invited Matthew to give the keynote at Valmet's global marketing summit where, alongside Salesforce, the event looked at how the global pandemic and technology are changing customer buying habits, the customer experience and the customer journey, and what that means for B2B and B2C marketing behaviours and methodologies.
Matthew's keynote on the Future of the Customer Journey explored the disruptive opportunities and threats that new technologies, such as conversational artificial intelligence and digital humans, pose to the way customers buy. He showed how organisations will be able to digitise customer experiences that were previously only available in physical form, using augmented and virtual reality.
"New forms of AI and gaming engines can auto generate photo realistic, hyper personalised advertising and marketing content at global scale for cents on the dollar, and once mature they will revolutionise the entire industry."Matthew Griffin, Virtual, September 2021
He also showed the audience new forms of AI and gaming engines that can auto generate photo realistic, hyper personalised advertising and marketing content at global scale for cents on the dollar. Once mature, he argued, these tools will revolutionise the entire marketing industry.
To bring it all to life, he took the audience through a future customer journey in which they bought a car with their face, with time and with crypto, before the cycle began all over again.
311 Intelligence
What this means for your leadership team
Buying is moving into software.
Matthew showed that conversational artificial intelligence and digital humans create openings and risks in how customers buy. 311 rates conversational artificial intelligence as Act now, with wide use expected by 2024. Digital humans sit at Explore, with wide use expected by 2035.
Physical experiences can be digitised.
Augmented and virtual reality let firms offer experiences that once needed a physical setting. Augmented reality is rated Prepare, with wide use expected by 2030. Firms are also keeping human agents beside automation, so the human option needs a plan.
Content cost will fall sharply.
The session showed marketing content that is photo realistic and hyper personalised, produced at global scale for cents on the dollar. Ultra high definition generation engines are rated Prepare, with wide use expected by 2029. Matthew argued that once these tools mature they will reshape the whole marketing industry.
Three questions for your next leadership meeting
Which steps of our customer journey could software handle without losing trust?
Which physical experiences could we offer through augmented or virtual reality?
Where must a real person stay available as automation takes more of the journey?
The trends and technologies behind this session
From the 311 Starburst, the 311 Strategic Intelligence Unit’s map of the technologies and trends shaping the next 50 years.
Customer buying is changing as the pandemic and new technology reshape the journey. Organisations should test where conversational tools, digital humans and immersive experiences can replace or support current steps. They should also plan for much cheaper, more personal marketing content.
How does conversational artificial intelligence relate to the customer journey?
It lets a customer talk to a brand by text or voice, which changes how buying starts and continues. 311 rates it Act now, with wide use expected by 2024. Matthew named it as a source of both opportunity and threat to the way customers buy.
How do digital humans relate to the customer journey?
Digital humans are life-like computer-made people that can talk and show feelings. They could become a new face for sales and service. 311 rates them Explore, with wide use expected by 2035.
How can 311 brief our leadership team on this?
311 offers a private executive briefing or leadership workshop, tailored to your sector, in person first.
Bring this to your leadership teamA private executive briefing or leadership workshop, tailored to your sector. In person first, anywhere in the world.
Analysis by the 311 Strategic Intelligence Unit, from Matthew Griffin’s session and 311 data.
If Matthew gave this session today
Bots make 53% of web traffic, people still buy.
311 Institute's Dead Internet Theory report finds bots make 53% of web traffic yet people still do the buying, and prices what that means for reaching real customers to 2040, a direct sequel to Matthew's customer journey keynote.
