Branding Strategies through AI, NFTs, and Immersive Digital Technologies

This set of vocabulary flashcards covers the core terminology and technological frameworks discussed in the lecture regarding digital fashion branding, cultural adoption, and ethical considerations in the Gulf region.

Immersive digital technologies

Technologies that create a simulated experience perceived by the user as real, including virtual reality, augmented reality, and mixed reality.

Non-fungible tokens (NFTs)

Digital assets that rely on blockchain technology and serve as proof of ownership or as evidence of the legitimacy of special goods or content.

Artificial intelligence (AI)

The imitation of human cognitive functions by machines, particularly computer systems, including problem-solving, natural language processing, and machine learning.

Brand engagement

The degree of interaction, connection, and involvement that consumers have with a brand, relying on brand awareness, emotional attachment, and customer loyalty.

Sustainability

The process of addressing current demands without compromising the capacity of future generations to satisfy their needs, frequently relating to eco-friendly practices.

Personalisation

Customising goods, services, or content to suit a person's preferences and needs, often driven by $AI$ to provide unique user experiences.

Cultural diversity

The availability of different cultural groups and viewpoints in a given context, including respecting different cultural backgrounds and tastes in the fashion industry.

Regulatory frameworks

Sets of laws, rules, and regulations that control particular businesses, addressing concerns like data privacy, intellectual property, and ownership of virtual assets.

Digital fashion

Apparel and accessories that only exist in digital form and are frequently created for virtual avatars or characters.

Technology awareness

A high level of expertise and proficiency in using technology, including digital devices, software, and online platforms.

Metaverse

An immersive digital environment providing fashion brands opportunities to create user-centred, interactive products that transcend physical and digital reality boundaries.

Blockchain

A distributed, decentralized digital ledger that keeps track of transactions on numerous computers to create an immutable chain of records based on transparency and security.

Decentralized Autonomous Organisations (DAOs)

Businesses that operate on blockchain networks and are controlled by code, used in digital environments to manage shared resources and virtual communities.

Smart contracts

Self-executing agreements with the conditions of the contract explicitly put into code, governing exchanges of in-game items and virtual property.

Technology Acceptance Model (TAM)

A theoretical framework used to understand how users are motivated to adopt new technologies based on perceived usefulness and perceived ease of use.

Perceived Ease of Use (PEOU)

A subjective measure in $TAM$ reflecting a user’s perception of how effortlessly they can interact with a technological system.

Perceived Usefulness (PU)

A utilitarian measure in $TAM$ assessing the degree to which a user feels a system improves their performance or makes their work easier.

Digital Divide

An ethical issue involving the lack of access to additional infrastructure like specific hardware, $GPU$ power, and broadband needed for immersive technologies.

Geofencing

A technological strategy for responsible branding that ensures digital campaigns are restricted or allowed based on regional legal and cultural standards.

Phygital

A term describing the intersection or combination of physical and digital products, often used in fashion projects involving the metaverse.