Floor 9 IPG Media Lab

This month on Floor 9, the Lab team assembles for a panel discussion on the future of the entertainment industry. Faced with rising streaming fatigue, high-churn “nomadic subscribers,”  and the looming threat of AI-generated “slop content,” Hollywood needs to be smart about navigating the post-streaming-wars industry landscape, and that begins with re-aligning their business model with the market reality. In this episode, host Ryan Miller is joined by Chelsea Freitas, Tom Trudeau, and Richard Yao to break down the various issues facing the entertainment industry today and point to the best practices going forward.
If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on LinkedIn and on Medium for our latest insights. Thanks for listening!

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As usual, Apple’s latest WWDC event brought forth many software updates, but the star of the show was Apple’s major AI update — Apple Intelligence, which will enable LLM-powered new features across Apple’s entire ecosystem. In this episode, Adam and Ryan took a deep dive into Apple Intelligence, the ChatGPT integration, its impact on the AI competitive landscape, and more. Listen now to hear our analysis on the WWDC announcements, including: 
Apple Intelligence overview - 2:20Siri’s big upgrade - 5:58Fun AI features: Genmoji and Image Playground - 10:26Apple’s AI privacy promise & how it works - 14:04Apple’s OpenAI partnership & ChatGPT integration - 21:07How Apple’s AI strategy differs from competitors - 26:20Safari Highlights & new Photos app updates - 30:01New immersive Vision Pro content - 33:20Implications for brand marketers - 37:58
f you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on Twitter @ipglab and on Medium for our latest insights. Thanks for listening!


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May marks the beginning of the tech conference season, and this year, we had three key players in the AI race — OpenAI, Google, and Microsoft — all hosting their respective developer conferences within a two-week period in May. If you missed the announcements, fret not! The Lab team is here to help you keep up with the fast-evolving AI developments and competitive landscape.
In this episode, Chelsea Freitas from our strategy team, along with Ryan Miller and Tom Trudeau from our partnerships team, took the Floor 9 mic and discussed all the highlights from the recent developer conferences, including:

Microsoft’s hardware-centric Surface event - 0:52Is AI-powered Surface laptops a legitimate competitor to Apple? - 3:27AI-powered Recall feature for the Copliot+ PCs - 5:01Key announcements from Microsoft's Build event - 9:03Will people call them “AI” as more AI-powered features become productized - 15:25The advertising implications of Copilot and Microsoft’s AI features - 16:45Key announcements from Google’s I/O developer event - 19:55The impact of Google rolling out AI search - 21:23Google integrating Gemini AI into its suite of popular products - 24:31Google’s new multimodal AI-powered creative tools - 29:03Last thoughts on the AI race and wrap up - 32:52
If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on Twitter @ipglab and on Medium for our latest insights. Thanks for listening!

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Kids these days! In this episode of Floor 9, the Lab’s strategy team (Adam Simon and Cheslea Freitas) and partnerships team (Ryan Miller and Tom Trudeau) join forces to analyze the youngest generation on the scene and their Millennial parents. Together, the team tackles topics that include:
Gen Alpha’s key media behaviorsHow Gen Alpha socialize digitally  Gen Alpha as “AI natives”Millennials’ collaborative and overprotective parenting styleThe major concerns of Millennial parents The recent “no phone childhood” movementKey takeaways for brands looking to reach kids and parents
If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on Twitter @ipglab and on Medium for our latest insights. Thanks for listening!

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This week on Floor 9, it’s about the Vision Pro! Ryan, Adam, and Chelsea regroup on Floor 9 for an in-depth discussion of Apple’s groundbreaking “spatial computing” headset. From our team’s first impressions of trying it on, to unpacking its use cases and market implications, the Lab team is eager to share our hot takes on Vision Pro. Key topics include:
Assessing the Vision Pro launch and initial reception - starting around 0:57The Lab team’s first impressions of Vision Pro - starting around 3:31Discussing Vision Pro’s primary use cases - starting around 7:37Does Vision Pro signal a computing paradigm shift? - starting around 18:57The entertainment value of Vision Pro - starting around 21:40The user experience of Vision Pro: isolating or shared? - starting around 29:24Vision Pro’s impact on the mixed-reality headset market - starting around 34:23The marketing implications of Vision Pro and brand takeaways -  starting around 39:34
If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on Twitter @ipglab and on Medium for our latest insights. Thanks for listening!

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Welcome back to Floor 9! This week, your hosts Ryan and Adam are joined by Chelsea Freitas from our Strategy team to take a deep dive into the trends and themes from our latest annual Outlook report, which includes:
Macro trends in consumer behaviors - starting at 0:42Life's New Beats - starting at 13:36The Remixed City - starting at 24:50The Revenge of the Monoculture - starting at 37:50The Expanding Experience Economy - starting at 45:48
Make sure to check out the full version of Outlook 2024 report on Medium here: https://bit.ly/LabOutlook24
If you enjoyed the episode, please consider giving us a five-star review on Apple Podcast. Follow the Lab on Twitter @ipglab and on Medium for our latest insights. Thanks for listening!


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