José Pepe Beker, co-founder, partner and CCO of BeSo by LLYC (Mexico) and CCO Amricas of LLYC, took to the stage at the Festival El Ojo de Iberoamrica 2023 this Wednesday (15) to talk about the market’s need to keep up with technological changes caused by artificial intelligence.
During the talk AI Survivors: ideas are never replaceable, the executive highlighted that the turbulence caused by the new technological era cannot catch agencies and professionals off guard. To stay in the industry, we must be curators of artificial intelligence, warned Beker.
According to Beker, the use of technology should be thought of as a way of redesigning and improving ideas throughout the process. Think of it as a taxi driver. If you ask to go to the airport, it may not use the GPS because it already knows how to get there, but if it does, it will be able to learn a faster route, he said.
The creative also presented what he calls the seven patterns of AI, which are hyper-personalization, recognition, human conversation and interaction, predictive analysis and decision-making, objective-oriented systems, autonomous systems and patterns and anomalies.
Throughout his speech, Beker brought up some cases that used technology to stand out, even before the fervent conversations about artificial intelligence, such as the case of the Yeyeye.com campaign, created by Agulla & Baccetti in the 2000s, which invited viewers to television to access the website to discover the continuation of the play.
Technological escalation was also one of the topics that the executive discussed throughout his conference and, to exemplify the speed at which the world is updating, he used a timeline of some of Apple’s main launches.
According to Beker, the technological market began to change in 1984, when the company launched the Apple Macintosh campaign, which presented the first computer for personal use. After that, the other important date highlighted by the executive was 2007, when Apple presented the first iPhone. Finally, he brought what he considers to be a turning point for both the technological and communications markets, which is the company’s latest launch, made in 2023, with the presentation of the Apple Vision Pro.
According to Beker, Apple’s new glasses should revolutionize the world scenario and the market should be responding to this. The hardware is dying and the business is there for communicators, they already have to think about developing these applications in three years, said Beker.
Finally, the leader of BeSo brought an optimistic tone to the use of artificial intelligence and stated that he believes the world is better than before, despite the hypercommunication generated by globalization and advances in platforms.
Furthermore, he highlighted that although AI and the new technologies developed may leave many people without jobs, they will also lead to the creation of new positions and that the real detractors of new things are those who, deep down, know that they are not good.
With this, Beker argued that professionals should always be learning new things to update themselves and encouraged people who work in the industry to not only look at what they do in the present, but also to think in parallel about what their work will be like in the future. years.