SXSW Day 5: It's the end of the world as we know it

Ogilvy's head of digital, Jason Davey, talks through the key technological advances every marketer should be on top of


SXSW 2019 has confirmed the extent to which technology will impact every aspect of our lives in deep and profound ways. I’m 15 sessions in, spanning a range of topics from flying vehicles, smart cities, neuro-science, nano-technology, to how the CIA uses creativity to solve complex counter-terrorism challenges.

My head is literally spinning (but that may have been that last marguerite.)

Below is just a taste of some discoveries encountered at this year’s south-by:

Uber Air

Uber has partnered with NASA and Bell to create Uber Air, a vertical take-off and landing (VTOL) taxi service. Uber Air uses the Bell Nexus Air Taxi, a vehicle that has a hybrid-electric propulsion system with six tilting ducted fans designed to safely and efficiently carry passengers. What would normally be a two-hour drive, can now take just 18 minutes, and cost roughly the same as an Uber. The Bell Nexus will trial in Dallas and LA in 2020, with an expected full commercial rollout by 2023. It carries a pilot and four passengers.


Amazon Homes

Amazon has partnered with one of the US’ largest home builders (Lennar) to create smart homes that are engineered from the ground up to be connected, intelligent and autonomous. ‘Hey Alexa, let the dog out!’


Empathetic design

Advancements in empathetic technology will change product design profoundly. Chief scientist at Dolby Laboratories, Poppy Crum, explained how sensors armed with artificial intelligence (AI) can now detect how we are feeling via thermal infrared, micro-posture, breath analysis, pupil dilation, chemical pheromone secretions and voice analysis.

Connected devices will know more about us than we do. One-size-fits-all products will be a thing of the past as the product will personalise to the individual. This will transform the relationship we have with each other and with the spaces where we work, train, heal and live.

The impact on the health industry alone will be significant. Schizophrenia, MS, and Alzheimer’s can now be detected in advance by voice analysis. Heart disease can be detected in advance by breathing analysis. Technology will drive personalised medicine and treatment plans that are tailored to individuals. This will drive efficacy and efficiency in the health system and health outcomes.

Human machines

Machines are also increasingly thinking like humans. IBM Project Debater, for example, formulates a position on any given topic by scanning millions of data points, and then forming a compelling argument presented in a four-minute speech, and then a rebuttal. In many debates it has beaten champion debaters of the human variety.


With all of these discoveries it’s clear that technology is changing every aspect of human life; from travel, product design, to health and our homes. It’s not only changing how we do marketing, but what it is we will be marketing. 

For CMOs, this means staying abreast of the technologies that could help you evolve your product, before your competitors do. 

- Jason Davey is the head of digital for Ogilvy Australia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

This article gave me a better understanding about content creation. I learned a lot like this website https://a2designlab.com/ also offer...

Ryota Miyagi

How Remedy is using digital marketing and commerce to drive conversion

Read more

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

3-pronged marketing approach for property disruptor Brickx

Read more

With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you can en...

Drishti Khurana

How NRMA’s Arlo the Koala chatbot won over customers

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in