Key Highlight from Cannes Lions Festival: AI for True Self Projection

By: Khairul Arifin (kx2130@nyu.edu)

Let's first define authenticity. Many of us misunderstand what authenticity truly means. It's not about how others perceive us, but rather how we choose to project ourselves. Nowadays, technology plays a significant role in various aspects of our lives, including relationships, work, shopping, well-being, and life events.

However, some argue that technology undermines authenticity and questions originality. For example, people might consider avatars or digital images as fake and inauthentic compared to real-life photographs, as anyone can create whatever they want. However, that is precisely what authenticity is—it allows people to express their true selves.

Research shows that 76% of individuals want their avatars to reflect their uniqueness in ways they can't in the physical world. Stanford researchers discovered that if people have a better avatar than their physical selves, they become more sociable.

Grand Prix Awarding Session for Apple

In the business sector, AI innovations are also emerging:

• Brands are introducing virtual ambassadors to enhance connections with people.

• Digital twins are available for hire, becoming popular among industries and public figures due to their efficiency in multiple campaign utilization.

Session at BCG about Fashion and Luxury in digital world

Trends in AI-driven influencer marketing:

1. Shifting the culture of influence to focus on authenticity and address unrealistic beauty standards.

2. The rise of niche influencers.

3. AI extends the reach and impact of influencers.

4. AI enables voice regeneration and utilization.

5. Participation evolves from individuality to anonymous and collective engagement, breaking barriers for creator bonds.

"It's not just about creating with AI. It's about relating to AI. We will have a form of relationship with it."

Workshop session about AI creativity

"Tamagotchi kids could represent the future of parenthood by having virtual children in the metaverse. Although this may seem far-fetched, within 50 years, technology will advance to the point where virtual babies are indistinguishable from real ones," stated Ernest & Young.

"We need to understand how many of Gen Alpha's friends are real and how many are synthetic. Frankly, it may or may not matter."

SnapChat interactive installation

In Tech Immersion, the process consists of three stages:

1. Engagement (requires access, time, effort, and attention): interest and continued involvement.

2. Engrossment (requires a high level of emotional investment): suspension of disbelief.

3. Presence: feeling detached from reality and fully immersed in the experience.

Three key considerations for AI innovation:

• Recognize that digital and physical identities are blurring

• The technology is here. Experiment!

• Imagine the possibilities of boundless identity.