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RK Narayanan

Partner, Client Leadership

Mindshare Indonesia




Autonomous living is the idea that technology can tell us what we need – and help us get it – before we even realize it.


A lot of products have evolved to bring us closer to the reality of the smart home. For example, you can communicate with the family through a dashboard on a fridge, set expiry dates for food, and re-order online. A camera in your nursery can track your baby’s breathing, and alert you if anything changes or stops.


Voice recognition is being embedded everywhere, from connected cars to TVs, security systems, appliances and more. A key part of the connected world is a frictionless shopping experience. Voice-recognition technology that links to a shopping ecosystem will likely rule the roost. For marketers, any new voice activation that you launch should be tied back to a larger, more long-term campaign.


As physical shopping further blurs with digital experiences, all retailers need to become more omnichannel. Brands should also consider how connected devices could potentially reduce the amount of choice people leverage in purchasing products. If you use voice search to find a product, it’s easier to just go with the first thing that’s suggested, versus scrolling through results the way you might on your phone or computer. What does that mean for your brand and its relationship with media and publishers?


Marketers have the opportunity to bring audiences to a place where it’s almost like the viewer is the conductor, creating their own content experiences tailored to them, in the best way possible.