We talked last week about Google Gemini's advanced features. At WWDC 2024, Apple made their own set of tech announcements for developers. I handpicked some of the announcements that can open doors to new possibilities for marketers. It's exciting to share this with you…
Immersive tech that can unlock customer engagement,
It's clear from the tech they showed at the event that Apple is doubling down on immersive experiences that span entertainment, productivity, and collaboration. They announced new features to visionOS that enhance the immersive experience of Apple Vision Pro, which was launched in February. Apple's Photos app has been improved for a better entertainment experience. The advanced learning creates a spatial photo with natural depth by deriving left and right eye views from photos. It can also create spatial personas so you feel like the person you're talking to is sitting right next to you. There will now be 180-degree 8K videos with spatial audio for lifelike fidelity. Using 180-degree 8K video, spatial audio, and spatial photos, marketers can deliver immersive customer experiences in fashion, retail, media, hospitality, and travel.
Apple is also going big on productivity. You can now wirelessly view Macs on an ultra-wide 4K display on Apple Vision Pro with visionOS 2. It uses dynamic foveation rendering on a Mac. There's now an API for building 3D apps for side-by-side multitasking. For manufacturing, developers can now build apps that anchor to flat surfaces. The same thing can be used for manufacturing equipment maintenance training. Use cases like surgical training in healthcare can also be supported by this.
As of right now, Apple Vision Pro hasn't been adopted by enough businesses to be considered a serious productivity and collaboration tool. Despite that, Apple's planned enhancements to the product could unlock immersive brand experiences. Interactive demos help B2C and B2B marketers show off their products in a virtual environment so users can see what they're all about. By using the APIs in visionOS update, immersive virtual stores can be developed where customers can try on clothes, visualize furniture in their homes, or even test drive cars. Events or launches could be virtual, transporting customers to captivating environments, boosting engagement and memorability. Developing interactive training modules for complex machines or processes is also possible in B2B manufacturing. B2B services businesses can engage and educate customers with interactive content.
widen possibilities to personalize marketing with generative AI,
Apple announced its own artificial intelligence product called Apple Intelligence. Tounge-in-cheek way to claim a buzzword that's in practically every corner of our lives today. Besides that, Apple's approach to AI is a bit different. Basically, Apple Intelligence will provide AI and personal intelligence systems to make Apple products more useful by integrating powerful generative models. Users get useful and relevant intelligence based on their personal context, and their privacy is protected.
The company showed off a slew of features and capabilities, positioning Apple Intelligence as a serious AI player. With it, you can take actions across your apps by understanding and creating language and images; create totally original images that you can personalize for your conversations based on your understanding of people in your photo library; do tasks on your behalf; and pull and analyze the most relevant data across your apps and reference the content, too.
With Apple Intelligence, users can access server-based models for complex requests. Siri will also be able to perform actions inside and across apps on your behalf, like writing and generating images. As expected, there will be system-wide Writing Tools. With Writing Tools, you can get different versions of your writing so you can choose which one you like best; proofread your text; change the tone to friendly, professional, or concise; create a summary; generate key points; and tabulate and make a list. You can also access ChatGPT, if you allow it, for generating text and images in a wide variety of styles. It will allow you to create your own emoji on the device by providing a description. They call it Genmoji. Lastly, based on your description Apple Intelligence picks out the best photos and videos using its language and image understanding. A storyline can then be crafted with unique chapters and arranged into a movie.
Like I said, a slew of capabilities and features. If you're a business or marketer who has an app your users can download on their device, Apple Intelligence can make it easy to create highly customized content based on personal preferences, demographics, and behavior. Or deliver ads that adapt based on user interactions, delivering relevant messages and offers. AI chatbots could be used to improve customer satisfaction and loyalty by providing efficient and personalized service. AI-powered tools can also accelerate data analysis and provide insightful dashboards.
As with Google Gemini's AI agents, Apple Intelligence wants to improve productivity by automating repetitive tasks using artificial intelligence and automation tools, and streamline business processes with integrated applications.
and trust-building marketing and engagement with better privacy.
Apple plans to deliver the benefits of its advanced technology in a secure way. Apple has been talking about how secure their products are, and their recent announcements, especially Apple Intelligence, are no different. On-device processing is integrated into their products without collecting data, with Apple silicon powering Apple Intelligence. Real-time adaptability is built into the underlying LLM. Also, it uses an on-device semantic index to identify relevant personal data and feed it to generative models so they have context about the user. Some of them run on devices, some may get processed on servers.
Apple says that with on-device processing, whatever gets into their ecosystem stays safe. This could help businesses and marketers deliver exceptional experiences that engage customers and help build trust with them. By communicating how data is collected and used, app marketers could show they care about user privacy. Consumer apps could offer value-added benefits, boosting trust and loyalty. B2B marketers with apps for their customers could protect sensitive business data and build customer confidence by leveraging these on-device privacy features.
Some more emerging real-world business and marketing use cases
From Apple's tech announcements, some of their marketing applications became obvious, which I talked about earlier. Beyond that, I see windows of opportunity for real-world business and marketing use cases that could emerge through the application of these technologies.
For example, virtual fashion shows could let buyers explore collections in immersive environments. Generative AI could be used to make product recommendations based on individual tastes.
Automakers could create interactive car configurators that let customers build their dream cars. They could also use spatial audio to create immersive test-driving experiences.
Travel companies or hotels could offer virtual tours of destinations so potential customers can see the atmosphere and attractions firsthand. Personalized travel recommendations could be provided by Gen AI.
Healthcare businesses offer mobile apps to keep people updated on their appointments, prescriptions, health data, and more. Health and wellness apps could be developed that use watchOS 11's advanced health tracking features and spatial computing to educate or engage patients. AI could also be used to analyze health data and make personalized recommendations.
Apple's upcoming technologies across visionOS, iOS, iPadOS, and tvOS are most likely to benefit entertainment businesses, since they're delivered directly to their existing users.
In B2B, software companies could build immersive AI-powered software for industries like finance, healthcare, and manufacturing. For data visualization and client presentations, consulting firms could use spatial computing and Apple Intelligence. For maintenance and training, industrial companies could use augmented reality. In places where safety is a big deal, like shipping, aviation, power, mining, and oil & gas, this could prove very useful.
There are so many possibilities for marketers with the advancements revealed at WWDC 2024. Spatial computing, generative AI, and privacy-centric approaches could help brands create truly exceptional customer experiences. In conjunction with many other announcements made at the event, Apple's AI and spatial computing could open the door to endless trust-building marketing opportunities for new products. This could include brand awareness, customer engagement, and ensuring customers' privacy.
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