A tech entrepreneur and marketing executive, who is well known for his work at DDB Asia and Cheil Worldwide, Aaron Lau is the guest in the latest episode of the Dinis Guarda podcast. Dinis and Aaron, the CEO of branding technology company Gusto Collective, discuss generative AI and other emerging technologies that can leverage business and art in the Metaverse Web 3.0 world. The podcast is powered by openbusinesscouncil and citiesabc.
In today’s rapidly evolving digital landscape, technology has become an integral part of our daily lives. It has not only transformed the way we communicate, work, and live but has also revolutionized the way businesses operate, reshaping the ultimate business landscape into Branding Technology.
Branding Technology represents the convergence of branding strategies and technological advancements. It harnesses the power of technology to enhance brand experiences, engage customers, and drive business growth.
Speaking about how the internet has changed the way of communication and interaction, Aaron told Dinis how the industry changed with its evolution. He said:
“As the Web 3.0 is being built, there are as many goods, bads, and uglies along the way. But, you have to keep testing, and see what works for you. You just have to be ready. When television arrived, it changed the world of entertainment; when mobile phones arrived, it changed the world of computing. Web 3.0 will arrive, and it will change the way you connect with your customers. So, we all better learn and be prepared.”
In other words, the convergence of technology and business has paved the way for disruptive innovations, transforming entire industries and driving economic growth.
Web 3.0: Leveraging the technology to foster innovation and creativity
Technology has permeated every aspect of human existence, and the realm of creation and innovation is no exception from this trend. The tech enabled digital tools and software have revolutionised traditional artistic processes, allowing artists to explore new mediums, experiment with unconventional techniques, and produce awe-inspiring visual experiences. From digital painting and 3D sculpting to virtual reality installations, technology has expanded the horizons of artistic expression, empowering artists to bring their imagination to life in unprecedented ways.
Highlighting various examples, Aaron emphasised that technology has always been in the baseline of any creation.
“Technology has always been part of the creation process. But, when it’s done really well, the end result is an amazing creative work. As the technology matures, we will be able to focus on creativity instead of just the technology. This is the humane side of Web 3.0. We want to be a part of that revolution, that’s what I’m excited about”, he said.
Generative AI bridges creativity with technology: Metahumans
Generative AI refers to the use of algorithms and machine learning techniques to generate new and original content, such as images, music, poetry, and even entire narratives. By analyzing vast amounts of existing data, AI models can learn patterns, styles, and structures, enabling them to produce novel and creative outputs. This technology serves as a powerful tool for artists, designers, and creatives, augmenting their creative process and opening up new realms of artistic expression.
MonoC, shortened to Monochromatic, is the World’s first surrealist metahuman artist, artistically manifested by Gusto Collective. As a woman of many contradictions, MonoC is known for her surrealist data-led generative and collaborative art works, where she draws inspiration that intertwine reality and the metaverse.
The virtual influencer is influenced by the works of surrealist painter Vladimir Kush, architect Zaha Hadid, and photographer Annie Leibowitz, among others.
Commenting on the power of emergent technology to leverage art and creativity, Aaron gave the example of metahuman, MonoC, to Dinis:
“After creating 3D models and enabling human features, we got our first version of superhuman features. As technology became more democratic, it became a possibility to create a super-high-fidelity metahuman. Now, injecting a unique personality into this metahuman with access to global real time generative data. This is what makes MonoC a human in the metahuman. She has her own personality, and has her set of deliverables, much like you and me.”
With a driving passion to create a relatable content, Pallavi progressed from writing as a freelancer to full-time professional. Science, innovation, technology, economics are very few (but not limiting) fields she zealous about. Reading, writing, and teaching are the other activities she loves to get involved beyond content writing for intelligenthq.com, citiesabc.com, and openbusinesscouncil.org