The Online Influence Conference returned to Bristol once again, teaching us all a lesson or two about digital marketing and what the future of customer engagement holds. But don’t fret if you missed out – we have the low down for you right here.
The likes of BBC One, Blippar, PwC and Aardman were some of the big names to grace Bristol’s Passenger Shed and Engine Shed on 29 March 2018 – including Snapchat’s first ever visit to our tech hub.
“In a world of big data, AI, AR, VR you have to remember that we are talking to humans”
There was something for everyone at OiConf – seminars and keynotes probed questions from what is the impact of AR and AI are on business to how do you increase the effectiveness of your content?
Impressing the delegates
There was a star-studded line-up at this year’s OiConf, who all had pearls of wisdom to share with the cohort of 2,000 delegates.
With the overall theme focusing on the ‘Future of Engagement’, speakers took to the main stage to talk all things digital marketing – and their astute observations did not disappoint.
Oggadoon taught us the importance of valuable and meaningful content, emphasising the power of an effective social media strategy, whilst BBC One told its audience how essential emotive campaigns are to engagement.
“If we get this right the economic growth will allow us to reinvest, retain and reshape education”
And of course, OiConf was proud to welcome Snapchat to Bristol for the very first time. The company’s innovative app has captured the hearts of a massive audience, so it was brilliant to learn how anyone can achieve business success with Snapchat.
We also caught up with Heather Wright, an Executive Producer at Aardman, as she told us her takeaways from the event: “The most exciting thing I’ve seen today is the amount of deeper work on AI’s empathy and emotional applications of the software.”
Heather went on to talk about the real-life function of the technology’s vast possibilities, “You could have a character representing the brand who represents its values and interact with people in an equal way but without returning to the likes of Word’s irritating paperclip character. I think there is definitely a world ahead of us where brands become personified, allowing people can have a much more natural, easy relationship with them.
“However, in a world of big data, AI, AR, VR you have to remember that we are talking to humans. The novelty of the tech will pass and if you haven’t got a deeper engagement with people, you’ll lose them.”
Introducing AiConf
This year welcomed the initial launch of the Artifical Intelligence Conference, AiConf.
Powered by TechSPARK and sponsored by Hays Digital, there were enlightening and inspiring talks and panels going on all day at the Engine Shed.
Following its success, OiConf has announced a full-scale launch of AiConf which is set to take place in November – so watch this space as the robots take over.
“It’s really exciting to be having these conversations in Bristol. There is so much world-class thinking going on in our city”
There has been an unprecedented boom in the use of AI; so many businesses have integrated the tech into its inner workings and are reaping the benefits – so AiConf has landed with impeccable timing, giving us all an opportunity for all of us to learn more about what its presence means.
With 30% of jobs at risk of automation, it is important to be educated on the issues AI brings, as well as celebrating its greatness.
Zara Nanu, CEO of Gapsquare, shared why she is cautious of unconscious bias, emphasising a common theme throughout the day of the importance of diversity and inclusion.
Rob Mccargow, AI Programme Leader at PwC UK built on this during his talk on responsible application of such a powerful tool.
He highlighted the lack of transparency that AI can be associated with – for example not getting an explanation when a robot denies you a mortgage or even sends you to prison. However, Rob told his audience, “If we get this right the economic growth will allow us to reinvest, retain and reshape education.”
AI will have an endless impact on how businesses function, but we’ve got a long way to go before we are completely reliant – the tech still goes wrong 0.1% of the time, which is enough to make a human spin on things essential.
Creating a buzz
Yet again, OiConf showcased what Bristol has to offer for businesses wanting to make the most of digital.
Heather tells us, “It’s really exciting to be having these conversations in Bristol. There is so much world-class thinking going on in our city and it’s great to see that present today.”
Jade Hill, Hays Social Media Executive agrees, “Today has been very insightful. It’s been great to see the digital world developing and a great opportunity to get involved in.”
There will be the chance to gain even more insightful solutions at the next OiConf – make sure you grab your tickets early this time!
Keep your eyes peeled for information on the next Online Influence Conference here. You can also keep up to date by following their twitter here: @OiConf.
