Nicholas Lising-White is a behavioural analyst at Canvas8. With a degree in human geography from UCL, he is interested in the impact of differing cultural conditions on human behaviour. Outside of work, he can be found meandering between cafes on his bike, testing his culinary skills, and intermittently pottering around a rugby pitch.

People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

Reality Split

Australia

Personal tech

Apps and software

Google Australia’s campaign for the Pixel 8 Pro highlights how the tech giant’s latest AI advancements can provide people with solutions to common, low-stakes problems like people not looking at the same camera. How else can brands tout daily utility to counter scepticism about AI?