Nike: dotSwoosh Pushes Boundaries
Nike dotSwoosh
Nike’s dotSwoosh, also stylized as “.SWOOSH”, is a web3 platform launched by Nike to serve as a hub for its NFT collections, including virtual sneakers, apparel, and more. The platform is built on the Polygon blockchain and aims to be a community-centric space where users can create, trade, collect, and display Nike's virtual creations.
Features and Benefits
DotSwoosh aims to offer a unique digital experience, integrating Web3 to provide a more user-centric platform. DotSwoosh also allows for integration with games and metaverses, offering users the ability to collect achievements and showcase them. Nike previously had an activation around Fortnite and EA Sports. Time will tell if Fortnite and EA allow for NFTs in game but it's definitely pushing the boundaries of what’s possible for web3.
Nike Owns RTFKT
In December of 2021 Nike acquired one of the most innovative web3 companies RTFKT. RTFKT leverages the most innovative technology including augmented reality and AI. RTFKT was featured by Nvidia for how they plan to roll out the integration of AI into their products and avatars. It's clear that Nike plans to push the boundaries by using AI and blockchain to provide some of the most unique experiences for its fans.
Adobe: Project Fast Fill AI
What is Project Fast Fill?
Adobe is working on a feature called Project Fast Fill, which uses generative AI to manipulate videos. This was revealed at Adobe's MAX conference and is still in the experimental stage.
AI and Video Manipulation
The technology promises to add or remove objects in videos, change colors, and even swap clothing accessories on people in motion.
Web3 Applications
Imagine a future where you can create video NFTs with AI-generated content. Adobe's Project Fast Fill could be a stepping stone towards that, as well as democratizing content creation. Adobe’s Photoshop also previously added the ability for Content Credentials for NFTs and to verify their provenance. This is a no brainer use case for artists and content creators, especially as AI scales.
Meta (Facebook): AI-Powered Experiences
Meta AI in Beta
Meta is rolling out AI stickers and new AI editing tools across its platforms. These tools will be available on WhatsApp, Messenger, and Instagram.
AI Stickers and Editing Tools
These features allow users to edit images and even co-create them with friends, offering a more interactive and personalized experience.
Web3 and Meta's AI
Meta's AI tools could potentially integrate with its broader Web3 strategy long term. The lines between the digital and physical are getting ever more blurred. Meta dropped AI chat bot avatars that use the likeness of celebrities giving users an immersive experience with their favorite stars. AI has also presented a unique problem to social media and the internet. Once AI scales, how will we know humans from AI? This has prompted platforms like World Coin to push for proof of humanhood, given its a nascent and novel approach to solving future issues that AI presents. Furthermore, like with Adobe’s Photoshop the need for verifying provenance, blockchain could prove to solve such issues in this area. Meta has also supported web3 once before on Instagram allowing creators to showcase digital collectibles before they rolled it back. We could see Meta move back into web3 given the need for it in certain areas.
Conclusion
All three companies are leveraging AI and generative technologies to enhance user experience. The focus is clearly on providing a more interactive, user-centric experience, which aligns well with the ethos of Web3. From digital communities to video editing, these innovations have practical, real-world applications that could revolutionize various industries.The future of Web3 is incredibly promising. As these technologies continue to evolve, the possibilities are endless. Stay up to date with the latest in brands utilizing the latest tech on the Paul Barron Network!