This week we will once again look at applications of some new emerging technologies.
Anything is Possible
McDonalds has just purchased the AI company Dynamic Yield. Why would McDonalds want an AI company? Their food is not exactly groundbreaking in its’ style and content. What would they use AI for?
Dynamic Yield is a algorithmically driven decision logic technology. When you buy something online, you usually get a recommendation something like “others that bought that product also bought this…”. The goal is to extend the purchase to an extra item. McDonalds have long been famous for “Do you want fries with that” suggestive up selling.
It appears, however that McDonalds will use Dynamic Yield for more than just selling more fries. The majority of US McDonald’s purchases are made in the drive through. Dynamic Yield will be able to recognize the car you are driving and give you a personalized menu. As you drive into the drive through an electronic menu board will be presented specifically for you. Your menu will be based upon your past purchase history and the success or failure of previous attempts to up sell you. Add some facial recognition technology and the system will know if you have the kids with you and adjust the offering appropriately. Similar things will happen in store.
This is just one example of how companies are moving from Mass Marketing to Mass Personalization in the physical world. The step that followed Mass Personalization online was individual pricing (pricing based upon your location, type of computer that you are using, loyalty and a range of other factors that are known to be influential in your purchase decisions). How long will it be till companies introduce personalized pricing as part of their personalized menu in the physical world?
From Intention to Innovation
Augmented reality is a technology that superimposes computer generated images upon the users view of the real world thus providing a composite view.
Visitors to the Mauritshuis museum can now use their smartphone to experience Rembrandt van Rijn's The Anatomy Lesson of Dr. Nicolaes Tulp in augmented reality, thanks to Dutch design agency CapitolaVR.
The company recreated the artwork by using lookalikes and photographing them from over 600 angles using a 3D scanner. Once the images are collated into a single file the user is able to virtually walk into the artwork and experience it from any angle. There are hotspots within the artwork that allow the viewer to delve deeper into the history and details of specific parts of the painting. A voiceover guides the viewer through the whole process.
This is an early use of Augmented Reality (AR) and is somewhat limited by the expense associated with the use of actors, many cameras and other development costs. However as we have seen in previous weeks the cost of recreating these scenes will drop dramatically once AI is used to generate the additional images required to provide the AR experience. The applications in teaching (e.g. history), training in many fields (Surgeons, mechanics and other professions that interact with physical objects) and entertainment are immense.
From Success to Significance
Who or what is Endel? Endel is the first ever Algorithm to sign a recording deal with a major music label (Warner Music). Endel creates mood music that can be used to personalize soundscapes to help the listener, relax, focus or concentrate as desired.
Factors and personal inputs such as time of day, location, heart rate and weather are used to create custom sound frequencies to enhance one’s mood towards sleep, relaxation, and focus. There is well documented research that shows that the right sort of music can reduce stress and anxiety, help with sleep and relaxation and reduce heart rate and blood pressure. Endel uses your biological clock to help adapt music via a pentatonic scale (5 notes per octave rather than the more usual 7). As with all machine based systems the more you use the system, the more the system understands what works and the better the ultimate result.
Endel is designed to be integrated across various platforms and has a host of applications in a variety of industries. In addition to personalized music the algorithm could be used to create “chillout areas”, making it perfect for public spaces, galleries, and clubs. It won’t be long before retail shopping applications emerge to drive more sales (and it will all be personalized).
Endel is already working on ways to improve the wellbeing experience of workspaces and currently looking into the application of soundscapes in autonomous transportation.
Is this the end for the creative musician? Unlikely, it may change the way that creative people develop their projects and it may one day allow for personalized music. Imagine listening to your favorite artist and having the music adjusted specifically for your current mood. One day.
Paying it Forward
If you have a start-up or know of a start-up that has a product ready for market please let me know. I would be happy to have a look and give the start-up a shout out to my readers if it is something that I think they could use. If you have any questions or comments please email me via my website craigcarlyon.com
Previous newsletters can be read on substack.com
Till next week.