Droid Innovation

Robots, robots, robots. Crowd DNA innovation exec, Berny McManus, is becoming obsessed. This is work-related, though - robots, she says, can lead to exactly the kind of innovations that consumers crave...

If I say the word “robot” to you, what sort of image pings across your mind? I’m guessing you picture something that looks like Brian from that ad for a brand that rhymes with overused.com. Then again, if you’re anything like Steve Aoki, the word robot will have you dreaming of the day that you can become a robot yourself. And DJ in space.

Whatever your reaction, it’s undeniable that the idea of robots and how we can use them to enhance our lives is fascinating. Well, in the innovation team at Crowd DNA, we certainly think so!

Pole dancing robot
Pole dancing robot

Here’s a unique example that I stumbled across. Lexy and Tess are pole-dancing robots (ladybots – apologies girls), who have been developed by Tobit Software. Check out their YouTube debut here. Is this the first/last time you’ll read pole dancing + robots in the same sentence? Entertaining? A little bit weird?

Yes to all of the above. But innovative? No.

Unfortunately for Lexy and Tess, utility and output/impact are what turns a great idea into true innovation. Innovation solves a problem and makes a positive change. With that in mind, here’s an example that ticks both of those boxes.

I was pretty excited to read about adidas’ new plans that include (non pole-dancing) robots. adidas’ current CEO, Herbert Hainer, acknowledged that a 12-18 month production timeline just wasn’t good enough in a world where fast fashion is the norm. The new plan involves pulling back on production in Asia, slashing production time and… introducing in-store robots.

Adidas’ potential employment of robots mean that they will be able to meet consumers’ need of personalisation through customisation of their trainers, allowing for a more bespoke and current customer experience. According to Trendwatching, who list face-to-face robot interaction as a major trend in 2015, this dual outcome of speed plus customer experience is what we should be aiming for when making use of robots.

To me, Adidas’ new venture illustrates the importance of partnering innovative thinking within your business with consumer insights. Being reactive to market needs and being flexible in your thinking is one way that companies can remain highly competitive. I’m not saying that all innovation should include robots, but purpose, openness to ideas and targeted execution of solutions is what lies at the core of successful innovation.