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SXSW attendee: The a??single biggest crisis facing brands todaya?? is obsession with convenience, when friction is still key

SXSW attendee: The a??single biggest crisis facing brands todaya?? is obsession with convenience, when friction is still key
Business Insider / Jillian D'Onfro



Kate Ivory is managing partner at the agency OMD EMEA.




In this op-ed, she says that at this year's SXSW festival, it was clear that artificial intelligence is finally starting to come of age.




But, she asks, is the preoccupation with making stuff entirely frictionless and convenient actually the single biggest crisis facing brands today?



In a world where our lives are increasingly optimized, it was no surprise that SXSW, a festival famed for having its finger on the cultural and technological pulse, majored in all things "fast and first" in 2019.
From application of "EQ in the ER using XR" to "Product design in the age of AI," it was clear to me that artificial intelligence was finally coming of age.
Machine learning actually came to life, not only in lecture halls and exhibition stands but in the bustling Austin streets, where delegates weaved through the traffic on ubiquitous electric scooters picking up pre-ordered lattes from Starbucks courtesy of their Apple Watches. The future was here, or so it seemed.
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