We regularly identify and update core research areas that present immediate opportunities for investigation and prototyping. Each area of focus is surveyed with an exploratory review, collaborative R&D, commercial experimentation and fellowships.
1. Artificial intelligence, machine learning and conversational experiences.
Everyday we’re exposed to intelligent systems that imitate or augment human intelligence and help us interact with a world of big and small data. Computational creativity, probabilistic programming and natural language processing are all examples of rapidly evolving fields in AI that will shift the expectations we have from connected experiences in the near future.
How might machine learning augment or inform some of our most familiar consumer experiences in the near future? What kinds of intelligence could machines emulate and improve upon? Which aspects of different industries you’re in will AI have the most immediate impact on?
2. Human Interaction Experiences.
When physical interfaces are informed by data and being constantly connected to the internet, the real and binary worlds become one. The integration of physical and digital experiences, through such things as haptic interfaces, embedded sensors and wearable technology, demonstrate the possibilities of connected systems in enhancing everyday life.
What will interactions with homes and workplaces of the future look like? How might identity be leveraged to personalise these interactions? In what ways can fashion be fashioned differently to take advantage of different emerging technologies?
3. Future of journalism, storytelling and narrative.
Today’s storytellers need to incubate and experiment with ideas, think about galvanising audiences and communities and also distribution and reach across a variety of platforms. For journalists, sources of trust, payment, content revenue, discovery and personalisation are all being redefined, which has been observed with the proliferation of the, now infamous, Fake News. For narrative, storytelling is reimagined through interactive and immersive experiences, made possible by technologies as virtual reality, procedural and generative tools.
How might technology be used to help verify authenticity and sources of journalistic content? What new forms of interactivity can help tell, and even distribute, a story? How does broadcast media shift to accomodate today’s consumer who wants more agency, involvement and dialogue in her content?
4. Augmented reality and virtual reality.
The immersion into an altered reality, made possible through augmented and virtual reality, is transforming how consumers interact and experience the world. The simulation of alternate scenarios offers the chance to experience different perspectives, reimagining the meaning of empathy. Mixed realities, where the real and virtual world are merged, produce new environments where physical and digital objects co-exist and interact in real time.
How might AR add useful personalised layers to objects, scenes and experiences that we haven’t yet considered? How do we best evoke empathy through alternate realities? To what end?