In Japan, men who consider themselves too fat can be assisted by virtual women (Okusama) through the mobile phone. Subscribers to this free service can choose from four types: a cute waitress, a cool and dominant business woman, a motherly nurse, or a fashionable nail stylist. You can choose her name yourself. Then men enter their length, height and lifestyle habits and the ladies get to it.Then you get four emails a day from your virtual dietitians which subtly remind you not to fall back into bad eating and drinking habits and suggestions for reaching your ideal weight. All in a tone which fits the character. The service also has a 'meal management tool' in which you can enter a menu yourself and find out how many calories it has.
Future Vision by Erwin Van Lun on this article
This example hides two trends. First brands are taking on the role of coach more and more often, start to stand by our side 24 hours a day and study a specific area, like in this case health. Furthermore brands are letting themselves be represented by virtual characters, brand agents or chatbots more and more often.
The next steps are predictable as a result. The link to our shopping list, recognition of products before we even buy them, and the spoken dialogue. And after that it just goes on. The world is progressing step by step, and you can see it by this kind of ‘gadgets’.