What Should Marketers Do If Social Media Disappears Tomorrow? l Keynote In 5

I don't understand how people don't follow human attention is the asset people ask me all the time what if something gets banned what if something changes I'm always like then the attention is going to go somewhere I'll run print ads if the whole world's reading magazines over the next five years you'll have people that move faster on using AI for Content creation and they'll get a land grab but somewhere in the next decade or two it'll be no different than using a search engine so there'll be a window right now where there'll be Leaders with who will create and they'll create more content more specific the AI will do a better job than even people that have spent 20 years trying to be good at it and that's fine and that will be normalized the problem is or the opportunity is what will be the next step more importantly the critical thinking of the input becomes a really interesting game you know it's really funny for me to watch all these schools and universities ban all these products they'd rather have kids memorize information that's a commodity then start teaching people critical thinking of inputting into the AI products which is actually the punch line I was like wait a minute this is what I've been waiting for my whole life I've never been good at the commodity I can't put seven sentences together that are proper grammar but I can come up with the ideas that actually matter and so I'm actually very excited I've heard a lot of people talk about this is bad for the creative industry I'm like this is the greatest thing that's ever happened in the creative industry it's just going to be the greatest thing that happens to the creative people the commodity of creativity executing it that's going to be commoditized but that's what's always happened that's what the tractor did to farming innovation's always going to do this so I think the interesting thing is twofold one this is about to expose the most creative critical thinkers and I think she and he is going to have a very good you know decade two three four and two it's still going to come down to the idea you know you're still gonna have to input like write me a sentence in the voice of Porky Pig that talks about like you're still gonna have to come up with that I think that ideas and creativity have always mattered I think the process of getting to ideas both in Madison Avenue and advertising and in the creative field has actually become clunky inefficient and rewards a lot of people that don't bring any value to it I think AI is going to have a very big impact on separating the people that have great ideas versus the ones that don't and I think it's gonna be interesting to watch I don't understand how people don't follow human attention is the asset people ask me all the time what if something gets banned what if something changes Vine used to be big then it got bought I'm always like then the attention is going to go somewhere if all of social media disappears off the face of the Earth tomorrow that's an opportunity for me because 8 billion people are still going to put their attention somewhere whether that's connected TV whether that's AV AR VR like it's the attention is going to go I'll run print ads if the whole world's reading magazines so I think this emotion the emotion of holding up a distribution platform is a humongous vulnerability I'm just prepared on an everyday basis to wake up and adjust to where humans have given their attention I also think it's a good idea to bring value to people you know I think what's really evolved in the death of Television ads is that not only have we over the last two decades moved our attention to other polypses with the growth and expansion of the internet but the value proposition of a commercial on television is zero if the ads happen to be decent somewhat interesting somewhat intriguing it could still be a much more viable medium than it is today it's why the Super Bowl in America continues to work but you know they're just not and by the way most tick tocks are not valuable either it's just there's so many of them on a daily basis that even if one percent is good that's a lot of good whereas television commercials are low there's not so many of them and none of them are good I would argue a lot of the ads are not good but it's a cultural phenomenon to tune in this morning I'm reading the team talking globally on WhatsApp and they're like the Oscars were up 18 in viewership and my contribution was but nobody watched the ads the Oscars might be up 18 because we're getting out of into a post-covered world and I also think there's a huge opportunity for someone to innovate the world is so fragmented now think about how your product works your product is based on the interest graph not the social graph but what happens when you build on the interest graph is we get into a fragmented world so I actually

think the Oscars were up 18 in America because humans are subconsciously yearning for joint experience the World Cup is fun because we're all watching the same thing we're getting pushed not just by your platform the world is going in one direction we will be fragmented which means there's an opportunity for 10 or 20 things to bring us all together there's incredible opportunity for that but I think it's not that there's good ads really I think more than half of them are a complete waste of 20 million dollars I think it's just a cultural phenomenon for us to all be joined in and so I'm excited about that I'm excited about the evolution of us finding new things for all of us to watch together maybe even globally now that we're all connected all right