31/03/2015 12:36 BST | Updated 31/05/2015 06:59 BST

Using Data and Insights to Unleash Brand Creativity

The daily commute is often a topic of conversation in the office. When asked what the most used mode of transport in cities is, what do you think the answer will be? The tube? The car? Or maybe even their feet? It's actually the humble lift. By 2050, 70 per cent of the world's population will live in cities, which will invariably lead to even more lifts requiring regular maintenance. One company, ThyssenKrupp, responsible for 1.1m lifts globally, addressed the maintenance challenges this will create, using machine learning technology. It has installed 400 chips into a single lift, utilising data to detect problems before they occur and scheduling maintenance accordingly. In the future, this technology will be able to go one step further, learning when parts expire and being able to coordinate its own repair work when faults are detected.

The rise of machine learning means that we are able to use the data analytics captured to provide useful consumer experiences. Microsoft Research took this idea one step further last year and used Artificial Intelligence technology to create a smart lift that is able to predict which floor its users will be travelling to, enabling time poor people to opt out of the decision making process*.

This premise translates to how brands will need to use behavioural insight and the automation of data in order to inform and create rich and contextual consumer experiences in the future. According to our Digital Trends Research more than half (52%) of global consumers expect brands to know when the right moment is to talk to them. As they are inundated with advertising or branded experiences across a range of devices, they expect brands to know what's useful and what's not. In addition, 63% are interested in future technology that will be able to predict when users want or need to be connected, and to switch on or off automatically.

Humans are changing the way they interact with technology, so brands must focus on how they can evolve their engagement with audiences, using the new data-led value exchange created through technology such as AI.

Emerging technologies will dictate when to deliver content to consumers based on triggers such as location or patterns in behaviour. Consumers are already using digital personal assistants to make better informed decisions but the future possibilities for platforms such as these are endless. Brands can make the most of this evolving relationship between technology and consumer to ensure relevant experiences are surfaced. In the future, consumers may no longer need to make a decision - if they choose not to, their assistants will understand their needs and intent, making the best choice based on the information available.

As technology becomes ubiquitous, it provides a means for brands to extend and enrich real life experiences. If marketers are prepared to take a leap of faith and explore these future visions, it will unleash their creativity now, driving innovation and cutting through the noise.

Through the proliferation of devices comes the proliferation of data. Today's marketers need to understand how these two trends work together in order to understand the moment in which to engage. But, this must not come at the jeopardy of the creative - in Dave Trott's words, "appealing to opinion formers means being fresh, new and risky".

In the meantime, here are ten of the best elevators from across the world:

* Microsoft Research created a Smart Elevator, January 2014