00:00We are in the era of AI. Things are changing so quickly that you have to be on top of
00:04your game.
00:05So reading, consuming, being part of the discussion and part of what's happening in our industry is super important.
00:15Creativity is what is the hallmark of great marketing, and I think that that storytelling is much more at the
00:22heart of what we're doing.
00:23We're seeing kind of this return to creativity, which I think is very, very important for the business.
00:27And so curiosity, agility, and putting creativity in your customers at the center of everything that you do.
00:33We have an extraordinary moment. In fact, the World Cup is happening live right now in the United States, Canada,
00:40and in Mexico.
00:41But we are the first ever technology partner for FIFA, and I think it's really a statement around partnership.
00:49What's been most exciting about this is the way in which we've been able to incorporate technology into the fan
00:55experience.
00:55So I'm going to give you two examples of that. The first one is the way that we have created
01:00a brand new 3D avatar of each of the players.
01:03In the past, the players, if you were looking at them in a replay, were a bit amorphous, a bit
01:08more like a blob, let's just say.
01:10In this particular case, we have scanned every single one of the players on all 48 teams,
01:16so that when you actually see the replay, it is to scale. It's the length of their arm, it's their
01:22shoe size.
01:23So that has been an extraordinary way for us to use our technology, along with AI, to really bring that
01:29story to life.
01:31And the second example that I love to give in this case is the referees wear a camera,
01:37and so they have video-assisted refereeing that they're, you know, on their way down the pitch.
01:43And you've never been able to see that as a fan because it's too much motion,
01:48and it makes people not feel well when they see that kind of motion.
01:51So we're using AI to stabilize the actual cameras, and so you, the fan, can be right there on the
01:57pitch,
01:57seeing what the referee sees.
01:59What an amazing way for technology to actually be able to improve and enhance the experience for fans,
02:05which we really enjoy bringing to life as part of the World Cup,
02:09and I think you'll see a lot more of those kinds of examples from the brand.
02:12I'd love to tell you more about Work for Humankind.
02:15We are now in iteration 3.0, and we thought it would be a great idea to take this
02:20and couple it to the work that we're doing around the World Cup.
02:23Work for Humankind 3.0 is your club, your canvas.
02:26We all know that the players get their start in their communities
02:30and in the clubs that really power those communities.
02:33And so we have a global ambassador, Becky G.,
02:36and she has helped us to curate these experiences with four clubs around the world.
02:41And what we're doing is working with artists who are using Lenovo technology,
02:46our beautiful yoga devices and beautiful products coupled with AI
02:51to actually redesign the entire kit for each of these clubs.
02:56You can imagine that those stories that they've used to weave in these beautiful designs
03:00are all the stories that are inherent in each of these communities.
03:05Redoing the kit, redoing the entire look and feel for these communities
03:08means that they get a fresh look and feel,
03:11and those kits, when they're sold, are sold in full support of those clubs and communities.
03:16So what a beautiful way to tie that in and to continue to use technology for good,
03:20which is really important to our brand in the context of smarter technology for all.
03:25I think in the context of the incredibly dynamic world for CMOs out there,
03:30remain curious.
03:31We are always learning and we are lifelong learners.
03:34I think it's very important not only to believe that yourself,
03:37but to model that for your organization and for your team.
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