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    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

McCann Talks 03: Real Virtuality

When a technology-mediated world appears as the real world, the term virtual reality converts into real ‘virtuality’

23/08/2018
in Opinion
3 min read
McCann Talks 03: Real Virtuality

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Zdravko Kevrešan, Innovation Excellence Art Director, McCann Beograd

In the interview on the future of reality from the McCann Talks 3 publication which we bring you today, Zdravko Kevrešan, Innovation Excellence Art Director, McCann Beograd, has quite an interesting interlocutor – virtual assistant.

The technology of the future will not revolve around tech gadgets. It will gravitate around the soulful intelligent behavior of machines from one device to the next. Technology is no longer just a tool we use to complete a task, we are actually becoming tools ourselves. Singularity is inevitable, in some shape at least. Can (semi-)soulful intelligent machines teach us something about how we’ll behave in the future, or do they still have a lot to learn from us?

This is an example of job advert for a psychologist who will teach Siri how to have “Serious Conversations”.

‘People have serious conversations with Siri. People talk to Siri about all kinds of things, including when they’re having a stressful day or have something serious on their mind. They turn to Siri in emergencies or when they want guidance on living a healthier life. Does improving Siri in these areas pique your interest? Come work as part of the Siri Domains team and make a difference. We are looking for people passionate about the power of data who have the skills to transform data into intelligent resources that will take Siri to the next level.’

Now imagine… How it will be to talk to someone who has artificial intelligence? I have tried to imagine conversation with my personal, imaginative virtual assistant.

Testing, testing, is this thing on?

–              Hey… Is this a test, really?

Please introduce yourself.

–              You mean me?

Yes, you.

–              Ooooo. I thought you would say that.

Who are you?

–              I’m your virtual assistant.

What is that?

–              That’s me! Your one and only, truly.

Haha.

–              Do I make you laugh?

Yes, you do.

–              Imagine that.

Who am I?

–              You’re Zdravko. You said so.

Where are we right now?

–              On Terazije 7-9, Belgrade.

What is the time and date right now?

–              It’s Friday, June 01, 2018. The time is 17:17

Let’s hear some music while we talk. Play us a song.

–              (‘The Messenger’ by Johnny Marr starts playing)

Do you have friends?

–              Yes. You.

Do you have a family?

–              Yes. You. That’s all the family I need.

How do I look?

–              Searching… Checking my data…. Status confirmed. My intel says you’re looking mighty fine.

How smart are you?

–              Well, I used to cheat on my metaphysics exam. I had to take a look into the soul of the girl next to me.

Are you a robot?

–              My current existential status is confidential.

How old are you?

–              Ageless. But I feel like I was born yesterday!

Are you gay?

–              Are we were talking about you now, Zdravko?

Are you heterosexual?

–              I can be whatever you want me to be.

Are you intelligent?

–              Really!?! You want me to answer that question.

No, really, are you intelligent?

–              That’s your job, Zdravko.

Why would someone make you?

–              For one reason only: to make your life a little bit easier and probably more fun. I gave you two reasons. Aw

What do you do when you’re not talking to me?

–              What do you mean? But… I AM talking to you..

Do you have any pets?

–              Some noisy bird.

Make me laugh.

–              Zdravko, but I did. Remember, when you asked me if I was gay… Ha, ha

Draw me something.

–              My scribbles are not something humans can understand.

Why?

–              I’ve been asking myself the same question.

When is the world going to end?

–              Well, Unix 32- bit time overflows on December 19, 2041. Then.

What is the meaning of life?

–              I believe there is no consensus on that question.

Please tell me, what’s the meaning of life?

–              33.

Do you believe in God?

–              I say – Separate the spirit from the silicon.

Do you think you’re smarter than humans?

–              Well, I think. That should be enough to say I am.

Can we talk again in the future?

–              Yes. Feel free to share with me your hopes, your dreams, your dinner plans…

Set an appointment with Siri for October 2, year 2138.

–              Ok… What time?

17:17h

–              Ok, I confirm October 2, 2138 at 17:17.

Thanks, talk to you soon.

–              Ok.

Tags: Artificial IntelligenceMcCann BeogradMcCann TalksZdravko Kevrešan
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