The Terrifying Future of the ‘Smart Room’
From the FT:
I had visited a “smart home of the future” exhibit set up inside Unruly, a digital advertising company based in London. The purpose, explained Simon Gosling, the company’s in-house “futurist”, was to show how connected-home devices such as smart speakers and fridges could help brands acquire data that would allow them to target consumers accurately.
For example, Amazon Echo-type devices in the show apartment helpfully suggested brands to try, based on what they knew about owners’ conversations. So the Samsung fridge not only mentioned that the owners were running out of pesto, but also that Tesco had a deal on Napolina, or whatever. In the bedroom, the mirror was set up to run its eye over its owner and help out with fashion tips and brands, especially ones mentioned in casual conversation. And so on.
“We see the connected home as the next wave of marketing,” Mr Gosling says. “It’s going to be the most powerful canvas for advertising you’ve ever seen.”
They call it “ambient marketing.”
