From video conferencing platforms to chatbots, the coronavirus epidemic has led both consumers and marketing and brand managers to use technologies and tools they may have never used before. Since being face-to-face carries many risks, technologies and practices that keep people together in different ways have become more important this year than ever before. As we come to 2021, let's see how many of these technological trends will be permanently in our lives, how many will be forgotten as part of the quarantine life?
Augmented Reality and 5G
The spread of augmented reality, which Apple's CEO Tim Cook predicted in January 2020, will spread to our entire lives as a big part of the future, almost accelerated due to the coronavirus. The pandemic made physical activities difficult. Therefore, brands have adopted this format as an interactive way to attract consumers' attention.
The fact that stores are embracing technology that involves the superimposition of 3D graphics in the physical world to create virtual environments rather than physical store shelves or locker rooms is actually just the beginning for augmented reality. But of course, social platforms like Snapchat and Instagram started working and laid the groundwork long before the outbreak to make augmented reality faster and more accessible than ever before.
The 5G technology, which entered our lives in 2020, is about to change the whole world, although it is not currently available anywhere in the world.5G technology has the ability to support larger file sizes, higher upload speeds and therefore more detailed and immersive graphics. it has the potential to open more doors for technology.
Synthetic Media and Deepfake
This year, due to video production processes that are frequently interrupted by epidemic measures and financial difficulties, many brands have signed under artificial intelligence supported deepfake projects, which we mentioned earlier.
With the development of CGI and artificial intelligence technologies, many brands such as Spotify and Hulu have used deepfake technology, which makes it possible to create very realistic fake images. Hulu used this technology to place NBA player Damian Lillard's face on the stunt's face so the star didn't need to be physically present to shoot. Spotify programmed The Weeknd's avatar to comment on users' listening habits.
Although the possibility of shooting an advertisement or film without leaving the house in 2021 seems absurd, with the development of technology, this idea will not be impossible at all. It seems that Deepfake technology will radically change video production processes and be used in many areas of marketing.
Artificial Intelligence and Language Learning Models
With the GPT-3 developed by the San Francisco-based artificial intelligence research laboratory OpenAI this year, we can say that the world of artificial intelligence has completely jumped. Speaking language model by artificial intelligence, which has the ability to imitate humans, can answer questions, translate and even write novels.
Thanks to the GPT-3, the world has now reached a point where it is very difficult to distinguish between the script of a human and a machine. With its consistency and capability greatly improved over the GPT-2 introduced last year, the GPT-3 will have the potential to transform any commercial language application in the coming years.
In addition to OpenAI, it is on the agenda with its own artificial intelligence algorithm at Google. With the BERT update introduced in 2019, instead of processing the words separately in Google searches, all words will be subjected to a logical evaluation and the most consistent and accurate results will be listed.
Of course, the use of artificial intelligence will not be limited to Google or OpenAI. I think it will be an important resource for marketers to predict consumer behavior, thanks to artificial intelligence codes that act like a human in 2021. We will all see the improvements over time.
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