Generative Marvels: Charting the Course for Future Content Creation | NTLF 2024

Summary

In this insightful presentation, the speaker discusses the future of content creation, highlighting five key shifts: the rise of agency as the new battleground, the value of human knowledge as the new Gold Rush, the correlation between trust and content observability/alterability, the emergence of new content creation opportunities, and the evolution of business models in the AI era. The speaker, with a rich background in tech leadership, emphasizes the importance of human creativity, data protection, and innovative strategies for content generation and distribution in a rapidly changing landscape.

Takeaways

• 🌟 **Human Agency as the New Battlefield**: As AI narrows the gap between thought and execution, human creativity becomes the new productivity, with applications that protect human agency ultimately winning in the market.
• 💡 **Human Knowledge as the New Gold Rush**: Human-created knowledge is invaluable, especially in the age of generative AI. Legal and ethical considerations around intellectual property and data protection will become increasingly important.
• 🔍 **Trust and Observability/Alterability**: Trust in AI systems is directly proportional to the observability and alterability of the content they produce. Transparency in data collection, analysis, and annotation is crucial.
• 🌐 **Content Creation's New Opportunities**: The cost of content creation is decreasing, leading to a growth in both core and peripheral content. New platforms like blockchain 2.0 will enable creators and consumers to engage in novel ways.
• 🏢 **Evolution of Business Models in AI Age**: Business models will change rapidly with AI advancements. Companies should evaluate their data's uniqueness, distribution advantage, and potential for a revolutionary user interface.
• 📈 **Personalization and AI**: Personalized AI systems will learn user preferences to provide more relevant content, but it's important to maintain human control and explicit decision-making in the loop.
• 🔗 **SEO in the AI-Summary Era**: As AI summaries become more prevalent, the focus of search engine optimization will shift towards ranking highly within AI-generated content rather than traditional blue links.
• 🎯 **Targeting Credible Mass**: Media and brands will shift focus from appealing to the critical mass to engaging with a credible mass of true audiences for their content.
• 💰 **Monetizing Unique Data Sets**: Companies sitting on unique data sets can monetize this knowledge by creating new distribution models and user interfaces, such as 'bottled knowledge' concepts.
• 🚀 **AI's Impact on Existing Business Models**: AI advancements can both empower and disrupt existing business models. Industries like dating sites and music apps must innovate to maintain user engagement and platform value.
• 🤖 **The Role of AI in Decision Making**: AI is increasingly involved in decision-making processes, from crime prediction to content serving. Understanding and addressing bias in AI systems is a critical ongoing challenge.

Q & A

What is the significance of the shift towards AI in content creation?

The shift towards AI in content creation signifies a transformation where technology is taking the lead, narrowing the gap between thought and execution. It implies that human creativity will become the new form of productivity, with AI enhancing and supporting it rather than replacing it.

How does the concept of 'agency' relate to the future of content creation?

Agency refers to the ability of humans to control their choices and decisions. In the context of content creation, applications that protect and respect human agency will be more successful. This means that as AI becomes more capable, it will still require human input and control to ensure the relevance and personalization of content.

What is the 'new Gold Rush' in the context of the talk?

The 'new Gold Rush' refers to human knowledge and human-created content. As AI and synthetic content become more prevalent, there is a growing need for unique, human-generated content to serve as training data for AI systems. This makes human knowledge a valuable commodity.

How does trust in AI-generated content relate to observability and alterability?

Trust in AI-generated content is directly proportional to its observability and alterability. The more transparent and modifiable the content and its sources are, the more trustworthy it becomes. This means that AI systems should be designed to allow users to understand and, if necessary, alter the information they are provided.

What opportunities will the AI era bring for content creators?

The AI era will lead to an explosion of content creation opportunities. The cost of creating content will decrease, allowing for a wider range of content to be produced. Additionally, new platforms such as blockchain 2.0 will emerge, enabling creators to distribute, protect, and monetize their content in novel ways.

How will business models evolve in the age of AI?

Business models will undergo significant changes in the age of AI. Companies will need to consider how their data can be used to create unique value propositions. They will need to assess whether they have unique datasets, distribution advantages, and the ability to provide a revolutionary user interface for accessing their data.

What is the concept of 'bottled knowledge'?

The concept of 'bottled knowledge' refers to the idea of packaging unique, proprietary data sets and selling them to businesses or individuals. This could involve historical data on investment decisions, for example, which could be used to advise on future trades.

How might AI advancements impact existing business models such as dating sites or music apps?

AI advancements could render some existing business models unsustainable. For instance, if AI becomes extremely effective at matchmaking, dating sites that rely on users repeatedly engaging with the platform may lose their appeal. Similarly, if AI can instantly find and generate preferred music, music apps may struggle to keep users engaged on their platforms.

What are the three vectors of differentiation for data in a company?

The three vectors of differentiation for data in a company are: whether the data set is unique, whether the company has a unique distribution advantage over its data, and whether it can rebuild a revolutionary interface for users and enterprise to access the data.

What is the role of personalization in AI-enhanced content creation?

Personalization plays a crucial role in AI-enhanced content creation. By learning unique user preferences and historical data, AI systems can generate content that is highly relevant and customized to individual users, thereby increasing the value and appeal of the content.

How can traceability and transparency of training data improve trust in AI systems?

Traceability and transparency of training data can improve trust in AI systems by allowing users to understand where the data comes from and how it's being used. This openness can help users see the processes behind AI decisions, thereby instilling confidence in the system's outputs.

Outlines

00:00

🗣️ Introduction and Background

The speaker begins by acknowledging the challenging environment for the presentation and shares some personal background information. They mention their previous roles at Google, where they were responsible for search product strategy and launching AI efforts, and at Twitter, where they led product and business strategy. The speaker also highlights their educational background with degrees from Stanford Business School and Imperial College London. They set the stage for the presentation by stating their intention to discuss the future of content creation and the significant shifts that will shape it over the coming years.

05:02

🚀 The Five Equations

The speaker introduces five key equations or points that will shape the future of content generation. They emphasize the importance of agency, human knowledge, trust, new opportunities in content creation, and the evolution of business models in the AI age. The speaker provides a brief overview of each point, promising a more detailed discussion throughout the presentation. They also stress the importance of human creativity and productivity in the AI-driven future, suggesting that data trained on individual preferences will play a significant role in enhancing both.

10:04

🤖 Agency as the New battleground

The speaker delves into the first of the five equations, emphasizing agency as the new battleground. They argue that as AI narrows the gap between thought and execution, human creativity will become the new form of productivity. The speaker uses the example of Google search to illustrate how AI advancements are personalizing search results based on user preferences, thus enhancing human agency. They predict a future where applications that protect and enhance human agency will be the most successful.

15:05

🥇 Human Knowledge as the New Gold Rush

The speaker discusses the second equation, framing human knowledge as the new gold rush. They highlight the advancements in generative AI and synthetic content, while also pointing out the legal and ethical challenges surrounding intellectual property and data protection. The speaker encourages creators and businesses to think about content protection and compensation, and the importance of human-created content in decision-making processes. They stress the value of human knowledge in the age of AI.

20:05

🔍 Trust and Observability in AI

The speaker addresses the third equation, which links trust to observability and alterability. They discuss the increasing reliance on AI for information and decision-making, and the need for transparency in how AI systems collect, analyze, and annotate data to build trust. The speaker draws parallels with Wikipedia's high trust levels due to its open and editable nature. They advocate for the removal of obscurity in AI systems and the promotion of traceability in training datasets to instill confidence in AI-generated content.

🌐 New Opportunities in Content Creation

The speaker moves on to the fourth equation, which predicts new opportunities in content creation. They challenge the notion that AI will destroy core content creation, instead arguing that it will lead to a boom in peripheral content and a shift in focus towards niche audiences. The speaker also touches on the potential of blockchain 2.0 to revolutionize content distribution, protection, and monetization. They encourage media brands and creators to embrace these changes and adapt to the new landscape of content creation.

💡 Business Models in the AI Age

In the final equation, the speaker discusses the rapid changes in business models due to AI. They advise businesses to consider the uniqueness, distribution advantage, and potential revolutionary interface of their data. The speaker introduces the concept of 'bottled knowledge' as a case study, illustrating how unique datasets can be monetized through innovative distribution methods. They also caution against the potential negative impacts of AI on certain business models, such as dating sites and music apps, while highlighting the opportunities for those who can adapt and innovate.

Keywords

💡Content Creation

Content creation refers to the process of producing and sharing digital content, such as articles, videos, or podcasts, with an audience. In the context of the video, it is highlighted as a field that will be significantly shaped by future technological advancements, particularly AI, leading to new opportunities and challenges for creators and businesses alike.

💡Human Agency

Human agency refers to the ability of individuals to control their choices, decisions, and actions. In the video, it is described as the battleground for future applications, emphasizing the importance of applications that protect and enhance human agency in the age of AI.

💡Artificial Intelligence (AI)

Artificial Intelligence, or AI, involves the development of computer systems that can perform tasks typically requiring human intelligence, such as speech recognition, decision-making, and language translation. The video script discusses AI's role in transforming content creation, personalizing user experiences, and its potential to revolutionize various industries.

💡Personalization

Personalization refers to the customization of products or services based on individual user preferences and behaviors. In the context of the video, personalization is a key aspect of how AI will cater to individual needs, making content more relevant and engaging for each user.

💡Trust

Trust, in the context of the video, pertains to the confidence users have in the information and decisions provided by AI systems. The speaker emphasizes that trust is directly proportional to the observability and alterability of AI systems, meaning that transparent and modifiable AI processes foster greater trust.

💡Observability

Observability refers to the degree to which the processes and data within a system can be monitored and understood. In the video, it is a crucial factor in building trust in AI systems, as it allows users to see how and why decisions are made, thereby increasing confidence in the system's outputs.

💡Augmented Intelligence

Augmented intelligence is a term that describes the collaboration between human intelligence and artificial intelligence, where AI tools enhance and complement human skills rather than replacing them. The video emphasizes the potential of augmented intelligence in driving innovation and addressing intellectual property challenges.

💡Intellectual Property

Intellectual property refers to creations of the mind, such as inventions, literary and artistic works, designs, and symbols, names, and images used in commerce. In the video, the speaker addresses the challenges of protecting intellectual property in the age of AI, especially when it comes to training data for generative AI systems.

💡Blockchain

Blockchain is a distributed ledger technology that allows for secure, transparent, and tamper-proof record-keeping. In the video, the concept of Blockchain 2.0 is introduced, suggesting that it will enable new ways for creators and consumers to engage with content, offering novel methods for content distribution, protection, and monetization.

💡Business Models

Business models describe the strategies and processes by which companies create, deliver, and capture value. The video discusses how AI will lead to significant changes in existing business models, with some potentially becoming obsolete and others gaining new opportunities for monetization.

💡Data Provenance

Data provenance refers to the documentation and history of data, including its origins, how it was collected, and any transformations it has undergone. In the video, the speaker stresses the importance of data provenance in building trust and ensuring that AI systems are transparent and accountable.

Highlights

The future of content creation is shaped by five incredibly important shifts.

Agency, or the ability to control choices and decisions, is becoming the new battleground for content applications.

Human knowledge and creativity are the new gold rush, with AI narrowing the gap between thought and execution.

Trust in AI-generated content is directly proportional to its observability and alterability.

Content creation will present new opportunities that we haven't even thought about yet.

Business models will massively evolve in the new age of AI.

AI is enhancing human productivity by taking over routine tasks, allowing humans to focus on creativity.

Personalization in content is becoming increasingly relevant as AI learns unique user preferences.

Developers should prioritize data providence and consider the source of their training data.

Creators should think about protecting and compensating for their content in the age of AI.

Businesses with proprietary data need to establish a new contract with users for derivative work.

The importance of human-created knowledge is highlighted by the trust placed in individual reviews over synthetic content.

The transparency of data collection and annotation is crucial to building trust in AI systems.

Source attribution in content is becoming a new battleground for search engine optimization.

Content creation costs are decreasing, leading to a focus on niche audiences and the rise of blockchain 2.0.

Bottled knowledge, or the ability to package and sell unique data sets, represents a new business model opportunity.

AI advancements may render some existing business models unsustainable, such as dating sites or music apps.

Transcripts

can you hear me now yes all right

there's a resoning levels of thumbs up I

got to say this is the most uh

interesting uh uh environment in which

I've actually given a presentation I

think I can hardly hear myself so I hope

you all can hear me nonetheless it gives

me immense pleasure uh to be here uh

this is my second trip to Mumbai ever uh

and this is my first trip to nascom and

I'm excited uh to talk to you all about

uh the future of content

creation so little backstory um um I am

um uh I until recently I ran Google

search uh product strategy globally um

and also launched um many of Google

search's uh gener to AI efforts that you

heard suan talk about suman's team in

Deep Mind builds the technology and I'm

responsible for launching that through

Google search and and um I also in my

former life headed up uh Twitter I don't

know why this keeps going back to the uh

the previous slide uh but I also headed

up Twitter uh and I headed up uh product

and business strategy and operations for

Twitter excuse me and uh I'm a graduate

of Stanford Business School and also a

graduate of software engineering uh

bachelor's and Masters uh from Imperial

College

London so over over the course of uh

this next 20 minutes um I'm going to do

a worldwind tour of what I believe are

going to be five of the most incredibly

important shifts that's going to shape

the future of content generation for

years to come what I've been asked to do

is lay the foundation that you're going

to hear more and more about over the

course of today rest of today and

tomorrow I also want to warn you that

I'm going to go at a break speed um so

there's a lot of ground that I'm trying

to cover that hopefully lays the

foundation but I'm here for the

remaining two days so if you see me

walking around anywhere please grab me

you can also uh reach out to me through

Linkedin and uh it was my pleasure to

talk about this because you can imagine

as the person who's responsible for

product strategy and business strategy

for Google search content is the core of

what we do uh though I must also say

that I'm talking to you about this not

in the context as an employee or a

former employee of Google but as a

person who spends a lot of my time

thinking about where the space is going

so a lot of this is my own thoughts and

um and hopefully you find this

informative um I want to share because I

know this is the post lunch session and

uh many of you are awaking up after a

very beautiful lunch that we had I want

to share with you a few equations

because I know we're all mathematical

we're all engineers at heart and I want

to talk to you about five important

equations if there's nothing else you're

going to to take away over the course of

the next um 20 minutes or now 19 minutes

is these five equations and I've rolled

them out the first is that

agency is the new

backround for Content secondly human

knowledge and more importantly human

created knowledge is the new Gold

Rush thirdly trust is directly

proportional to observability

and alterability the more observability

and alterability you introduce to

content the more you trust that content

fourth is that content creation will

therefore present new opportunities that

we haven't even thought about so far

fifth is that business models will

massively evolve in this new age of AI

these are the five points or these are

the five equations I would love for you

to take away if nothing else over the

course of the next 20 minutes and I'm

going to spend my time into each one of

them in detail to make sure who you

understand I'm also going to present

many case studies to put this Theory

into practice so that it is much more

understandable um what I want to say is

that my idea here is to ignite a

discussion socialize ideas that you may

have heard of or partly understood or

very well understood but intentionally

my job here is to help connect the dots

uh and so some of these ideas are not my

own uh but hopefully what I'm able to do

is to connect these for you so that it's

much more palatable much more

understandable and more importantly

you're able to understand the

implications of what this means to your

individual businesses and Pursuits going

forwards okay let's start the first one

agency is the new Battleground what do I

mean by that we're at this incredible

point that you heard this morning from

my former colleagues fa Le and on um

that you know we're at this point where

to date we've been in a world of human

Le and Technology enabled

Innovation at this moment in time

technology is taking over and humans are

enabling it and the question that

becomes next for us is as technology

continues to lead what role does humans

play in this space and what we seeing is

that air why is this happening is that

AI is narrowing the gap between thought

and

execution let me put this into practice

here's a case study my bold claim to you

all is that creativity is the new human

productivity what do I mean by that if

you plot in x-axis and y- axis time and

y axis being value of our

energy then where this incredible point

where machines are a better investment

of our future productive gains than

before therefore what we're going to see

is that our pent up energy which was

previously deployed for productivity is

actually now going to be used for

incredible human

creativity and what we're going to see

is that to enhance our productivity and

enhance our creativity we're going to

see data that is actually trained on you

based on what you selectively decide to

share we're going to see incredible

intelligence that is actually going to

be infused with your preferences and

purchase history and bring objectivity

to decision- making and it is going to

be everywhere and constantly updated and

it's going to be interconnected to

everything and what this means is that

applications and this is the most

important slide in this first uh shift

is that applications that protect your

agency will ultimately win human agent

is the ability to control your choices

and your

decisions and so what we're seeing I'm

going to put this in a case study for

you to understand this is uh Google

search previously I made a search for uh

best recipes to cook for Thanksgiving

and till date It produced the 20 Blue

Links in the first page and the search

engine optimizations has happened to

make sure the best content is produced

but what's happening next is that if you

now use the latest Gemini model we're

actually giving you the answer if you

want to know what's the best

Thanksgiving recipe here's the answer

and there's some level of human agency

that's being afforded to say if you

don't like this answer you can

redraft but let's fast forward this what

happens if machines over time learn that

you're a family of four and that you

actually have one person who's

pescatarian one person who's vegetarian

or vegan and that every other uh

Thanksgiving you either cook at home uh

or you go to your in-laws for

Thanksgiving which is a very common

thing in uh in the US and so what

happens is you are going to be over time

given that ability to control what is

actually being generated by Ai and so

once the AI learns that these are your

unique preferences and that's what we

mean by personalization the answer

that's going to be here it's going to

become that much more relevant then the

question you all have to ask is well

what then is going to be my agency what

else would I be able to control because

if it actually knows everything about me

and personalizes the results for me then

where am I in this Loop where is the

human in the loop to make choices and

explicit controls and this is what I

mean about applications that continues

to give humans us the control will

ultimately win so we're going to see

this incredible race where AI is going

to get better at knowing us and

producing results and then it's still

going to need and applications that

still allow us to provide control is

going to basically be the winner as

opposed to it completely doing the work

for us and so the slide that I want you

to kind of summarize this section is

that your sense of control and power

Your Capacity to influence and your

ability to manage wide range of tasks

and situations is the definition of

human agency and this is going to be the

Battleground as you're going to see a

plure of applications that I've going be

built which application gives you the

control uh and gives you the sense of

control uh is going to be the ultimate

winner all right so that's the first

section uh let's move on to the second

section human knowledge is the new Gold

Rush what do I mean by that we all have

seen uh incredible breakthroughs in

gener to Ai and uh incredible uh

developments in what could be created

that I call as synthetic content and

we're also seeing Sora that just got

launched with Incredible lifelike video

uh that's got produced and we're all

mesmerized at what it's been able to do

with very little prompting and very

little data which is incredible but at

the same time certainly in the us and

we're also starting to see this globally

a launch of uh litigious uh constraints

that are being placed in terms of what

is the protection that's being offered

to content especially human created

content because that is the training

data that's being used provide to in

order to be able to infer and generate

artificially generated content and we

also saw landmark cases um in August

last year in the US we saw that

synthetic content cannot be

copyrighted which offers some level of

protection to human created

content but we're going to see a world

where as Ai and human intelligence comes

together to form augmented intelligence

we're going to get to a world where very

quickly gender to AI has an intellectual

property

problem and questions around what is

derivative versus transformative work

and where do you draw the line and what

is the right of fair

use and fundamentally is generative AI

hindering or helping Innovation are

going to be some of the most existential

questions we're going to be

asking all over from the legal framework

to the

industry

and as entrepreneurs as developers as

technologists in this room there are

three things I would like you to be

thinking about which is first uh if

you're a developer the word data

Providence has to be featured very

highly in your thinking in the words

where did the data that I'm using coming

from secondly if you're creators you

should be thinking about protection and

compensation of my content and thirdly

if you're a business and if you're

sitting on a w chest of proprietary data

how do I protect it but most importantly

how do I redraft a new contract with all

of

my all of the users of my content who

are using that content for derivative

work how do I actually add another clo

to make sure that I get fairly

compensated for the data that I have

created and one of the things that I

want to bring back with why human

creative knowledge is important is that

you know if you're Amazon and they've

done a fantastic job in actually

summarizing for a particular product uh

what is the what is why are the reasons

why people are buying it and that's what

you see at the top there um what we

seeing is that actually even in a world

where there is synthetic content that is

creating that's generated from AI That's

generated from text of consumer reviews

people still look at the individual

reviews that humans have actually

created and they're using that to form

their decisions so this is why premium

will always be placed on human created

knowledge all right let's move on the

third section trust is direct IR L

proportional to observability and

alterability

okay by the way each of these three five

things that I'm talking about are

billions of dollars of ideas and

industries that I'm hoping each of you

are thinking about and if the next big

startup is solving one of these problems

then I'm really glad to have contributed

towards that conversation um all right

so trust is directly proportional to

observability and alterability what do I

mean by that more and more of us are

going to be asking this question do I

trust the information that my AI is

serving

me this is going to be as Soloman

mentioned this morning you're all going

to have your own personal agents these

personal agents with the affordance of

some level of human agency are still

going to be making decisions for us and

the question that's going to be asked is

can I trust it and this is not a new

question ml bias is actually a very

well-known con concept and it's been

very uh well studied in the industry and

we still don't have answers for it and

that machines today are making decisions

on who's going to likely to uh uh commit

a crime for insurance purposes who sees

ads for good housing who should be

eligible for same day delivery and who

hears about particular research that I'm

doing and opportunities in that space ml

all around us are making decisions

already for us in terms of what the

content is being served but imagine a

world where personal agents are by you

and are actually telling you what you're

going to see then how can you trust

those agents and how can you trust the

content that's being produced by those

agents that's going to be the key

question and it all comes back down to

fundamentally in the ml process how is

data collected and analyzed and annotate

annotated so that is the training data

how it's collected and annotated that's

where bias is introduced and we don't

have to go that far we can actually take

a look at Wikipedia The largest source

of human creative knowledge in the world

Wikipedia it has its flaws but one thing

it has taught us is that the trust

levels in general are fairly high with

Wikipedia why because the content is

open observable and

alterable and so what we need to do is

that we need to remove the obscurity and

the alterability uh we need to remove

the obscur ability and increase the

alterability and promote traceability of

the training data

sets and so what do I mean by that we

need to remove the obscur ability uh

obscurity as to how much and what

percentage and what weights are being

afforded to any data on your training

sets and we need to ensure that systems

are continuously updated in ways that

allows us to edit and alter in a public

and transparent way especially if you

see bias in that

data and lastly we need to instill

confidence as to so that people know

where does this data come from

instilling confidence at that data will

promote confidence all the way above so

I'm drawing an analogy that we don't

need to reinvent the wheel here we need

to actually learn lessons from where we

have seen this work for example at

Wikipedia but I'll leave you with this

thought in this section which is I did a

search on perplexity AI recently which

is where's the best place to get

Gujarati food in Mumbai it's my second

time in Mumbai as I said I was very keen

to understand where is authentic food

and I did the search and what's

interesting is it gave me this results

and to give me the confidence that I'm

not hallucinating I'm actually knowing

what I'm talking about there is this use

of sources at the top that you've seen

it perplexity is not the only product

that does that many products today are

doing that to instill confidence and

Trust in the data that it's using to

generate the summary however what I

foresee happening very quickly is if I'm

a content creator who's created this

content that you're seeing there before

and in the future if I'm not coming

through this content because there's no

Blue Links for me to click anymore then

how am I going to get compensated that

you have used my data to train and come

up with the summaries and all you've

done is Citation how do I ensure that

each of those things at the top are

ranked as highly as possible and I get

compensated therefore ladies and

gentlemen what we're going to see is

that that Source attribute is going to

become the new Battle Ground for search

engine optimization so if you are in

marketing Departments of your companies

the question you should be asking asking

is not search engine optimization of the

10 Blue Links but how does my content

get very highly ranked up in an AI

summary all right the fourth concept

that or fourth shift that I want to talk

about is content creation will therefore

produce new opportunities this is

particularly important if you're in the

world of media Brands our

creators and so there's a worry

especially um among um media in in the

in in Hollywood um as a starting point

that um there's going to be core of

content creation is going to be

destroyed um but instead what I believe

and many many of us believe is that

there's going to be a bodal growth we're

going to see um that fundamentally core

is only going to get stronger and

there's going to be a long tail of

periphery content that's going to become

100x bigger what do I mean by that

there's going to be in a not too distant

world that because the cost of content

creation has come so low if you're a

brand or if you're media agency the cost

has come so low that the risk and the

ROI that you're going to take in making

sure I need to land this one feature

movie on in a summer blockbuster right

or I need to get this one particular ad

perfectly right to hit my target

audience that pressure is going to be

alleviated the cost of content creation

has just become lower and you've been

able to appeal to a long tale of

audience and so what you're going to see

is that instead of appealing to the

critical mass those folks who are on

social media who thumbs up thumbs down

on a particular movie or a particular

campaign that you've launched you're

going to start focusing on your credible

Mass the true audience for the content

that you're creating the true audience

for the movie that you're making the

true audience for the brand that you

want to reach and that long tail is

going to engage and it's going to become

a new audience and it's going to engage

with your content in new ways that you

have not actually seen in the past

and the other thing that we're going to

see is that there's going to be a birth

of blockchain 2.0 where there's going to

be ways in which creators and consumers

of created content are able to engage

with each other in new ways and that you

can distribute protect and monetize

content in ways you have not done before

through

blockchain all right my final Point um

and then I'll conclude which is business

models in the age of AI as going to

rapidly

change

and many of you are actually sitting on

gold but you may not know it so if

there's something that I want you to

walk away from this session today is if

you're a business please think about how

is your data

non-portable and can you protect in ways

so that you can actually build use your

data as your new mode and there's three

vectors of differentiation that's going

to matter I would like you to ask three

questions um for the data that you have

in your organization first is it in any

way a unique data set secondly do you

have a unique distribution advantage

over your data and thirdly can you if

you don't already have today a re build

a revolutionary interface for users and

Enterprise to access your

data and I want to leave you this

section with a case study and a concept

called bottled knowledge imagine a world

where you are now uh bursh hatway

sitting on 30 years worth of investment

history that you made uh Charles Munger

and um uh Warren Buffett have and that

data of all the trades they've made is a

unique proprietary data set that is

their Moote and imagine if they could

actually package that knowledge or

bottle that knowledge and actually sell

to investment um uh firms and financial

planners all around the world and more

importantly imagine if they can actually

sell it directly to you so next time

you're making a trade you're not going

to your financial planner you're not

going to your broker but instead you're

talking to this uh agent this bottle

knowledge that is telling you based on

30 years worth of trade this is the

particular trade pick to make this is

the right time to make that trade and

this is what you should do Post you post

making that trade that is the power of

unique data sets that have a

distribution Advantage with a

revolutionary user interface so that's

the question each of you should be

asking which is what is in my company

the secret Source what is that bottle

knowledge that I can actually figure out

new ways to

monetize and at the same time be aware

there is an increasing perversion of

certain business models that are liable

to be gained or constrained by AI what

do I mean by that is if AI becomes

incred inedibly brilliant in the

matching algorithm and you come in and

you find and you go then what happens to

dating sites that are optimizing on the

number of people that you're actually

coming on the platform turn left and

turn right do they become unsustainably

effective similarly if you're actually

are in the music business and you

provide apps that are spending time on

the platform and if they're coming in

and actually finding their particular

music straight away or worse yet if

they're actually tuning into synthetic

content how do music apps keep you on

the platform for longer it may not be

possible anymore so this is actually

having some very interesting business

model implications on the other side as

well all right in this session ladies

and gentlemen hopefully uh you had a

whistle uh stop tour of five shifts that

are profoundly going to impact content

and future of content creation I do

appreciate that I went through this at

break neck speed and there's probably uh

hours worth of session to Deep dive into

each one of these Concepts I'm here for

the next two days my name is Lakshmi

Shanker you can see me up on LinkedIn

and uh I'm Keen to hear from you and uh

thank you so much for affording me this

this time post lunch thank

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