WHAT IF... 'Hound' + 'M'

Meet 'Hound' (from SoundHound) // 
"Hound is sort of like Siri, in that you can use the app to send texts, set an alarm, or get directions. But it’s designed to be deeper and more complex, too. You can say “I need a hotel three Thursdays from now near Fisherman’s Wharf for less than $200 and it needs to have a pool and free WiFi,” and Hound will parse your data and find exactly what you’re looking for. [wired]

Meet 'M' (From Facebook) //
“It can perform tasks that none of the others can,” Marcus says. "That’s because, in addition to using artificial intelligence to complete its tasks, M is powered by actual people." [wired]

WHAT IF... They worked with each other?

Rapid speech recognition to a growing virtual neural network of information and answers (with a human touch).

This seemingly assured evolution will play out into something straight out of the movie "Her," however will provide an opportunity for users to maximize their time in doing little tasks throughout their day. The unfortunate losers in this evolution are brands. If transactions and interactions are now being automated and delivered through the vast virtual neural network, the role of advertising is diminished. From the user's voice, to the rapid transaction, it leads little room for "disruption." 

Brands now need to play in micro moments. Understanding the complexities and nuances of the virtual neural networks and embracing the rapid logistics of these product and service transactions will help brands determine their future value propositions as "brands and service." 

It's a new world for brands that quickly moves beyond the day to day product manufacturing or service delivery, but as providers of value and stewards of experience.