[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.02,0:00:03.08,Default,,0000,0000,0000,,In almost all aspects of our lives
Dialogue: 0,0:00:03.10,0:00:07.34,Default,,0000,0000,0000,,we have perfect information\Navailable instantaneously,
Dialogue: 0,0:00:08.07,0:00:11.31,Default,,0000,0000,0000,,My phone can tell me\Neverything about my finances,
Dialogue: 0,0:00:11.33,0:00:13.57,Default,,0000,0000,0000,,where precisely I am on a map,
Dialogue: 0,0:00:13.59,0:00:15.74,Default,,0000,0000,0000,,and the best way to my next destination,
Dialogue: 0,0:00:15.77,0:00:17.70,Default,,0000,0000,0000,,all with a click of a button.
Dialogue: 0,0:00:18.33,0:00:21.43,Default,,0000,0000,0000,,But this availability\Nof information and transparency
Dialogue: 0,0:00:21.45,0:00:25.15,Default,,0000,0000,0000,,almost completely disappears\Nwhen it comes to consumer products.
Dialogue: 0,0:00:26.19,0:00:29.54,Default,,0000,0000,0000,,If you go to the seafood counter\Nat your local supermarket,
Dialogue: 0,0:00:29.56,0:00:33.33,Default,,0000,0000,0000,,you can probably choose\Nbetween several different types of fish.
Dialogue: 0,0:00:33.36,0:00:35.95,Default,,0000,0000,0000,,But chances are,\Nthey won't be able to tell you
Dialogue: 0,0:00:35.97,0:00:39.09,Default,,0000,0000,0000,,who caught the fish,\Nwhere precisely it was caught,
Dialogue: 0,0:00:39.12,0:00:41.41,Default,,0000,0000,0000,,whether it is sustainable\Nto catch it there,
Dialogue: 0,0:00:41.43,0:00:43.23,Default,,0000,0000,0000,,and how it got transported.
Dialogue: 0,0:00:44.08,0:00:46.97,Default,,0000,0000,0000,,And that holds true\Nfor almost everything we buy.
Dialogue: 0,0:00:46.99,0:00:48.78,Default,,0000,0000,0000,,Every can of soup,
Dialogue: 0,0:00:48.81,0:00:51.32,Default,,0000,0000,0000,,every piece of meat, every T-shirt.
Dialogue: 0,0:00:51.34,0:00:53.60,Default,,0000,0000,0000,,We as humans, right now,
Dialogue: 0,0:00:53.62,0:00:57.16,Default,,0000,0000,0000,,are destroying the only thing\Nwe really need to survive:
Dialogue: 0,0:00:57.18,0:00:58.36,Default,,0000,0000,0000,,Our planet.
Dialogue: 0,0:00:58.39,0:01:01.46,Default,,0000,0000,0000,,And most of the horrible problems\Nthat we're facing today,
Dialogue: 0,0:01:01.48,0:01:02.70,Default,,0000,0000,0000,,like climate change
Dialogue: 0,0:01:02.72,0:01:05.46,Default,,0000,0000,0000,,and modern slavery in supply chains,
Dialogue: 0,0:01:05.48,0:01:07.23,Default,,0000,0000,0000,,come down to decisions.
Dialogue: 0,0:01:07.25,0:01:12.26,Default,,0000,0000,0000,,Human decisions to produce something\None way and not another.
Dialogue: 0,0:01:12.95,0:01:15.17,Default,,0000,0000,0000,,And that's how we, as consumers,
Dialogue: 0,0:01:15.20,0:01:18.20,Default,,0000,0000,0000,,end up making decisions\Nthat harm the planet
Dialogue: 0,0:01:18.23,0:01:19.85,Default,,0000,0000,0000,,or our fellow humans.
Dialogue: 0,0:01:19.88,0:01:21.94,Default,,0000,0000,0000,,By choosing the wrong products.
Dialogue: 0,0:01:23.16,0:01:26.52,Default,,0000,0000,0000,,But I refuse to believe\Nthat anybody here in this room,
Dialogue: 0,0:01:26.54,0:01:28.61,Default,,0000,0000,0000,,or frankly, anybody on this planet,
Dialogue: 0,0:01:28.63,0:01:30.54,Default,,0000,0000,0000,,really wants to buy a product
Dialogue: 0,0:01:30.56,0:01:33.50,Default,,0000,0000,0000,,that harms the planet\Nor our fellow humans.
Dialogue: 0,0:01:34.01,0:01:35.34,Default,,0000,0000,0000,,If given the choice.
Dialogue: 0,0:01:36.57,0:01:38.79,Default,,0000,0000,0000,,But you see, choice is a loaded word.
Dialogue: 0,0:01:38.81,0:01:41.14,Default,,0000,0000,0000,,Choice means there's another option.
Dialogue: 0,0:01:41.16,0:01:43.83,Default,,0000,0000,0000,,Choice means you can afford that option.
Dialogue: 0,0:01:44.22,0:01:45.70,Default,,0000,0000,0000,,But choice also means
Dialogue: 0,0:01:45.72,0:01:49.20,Default,,0000,0000,0000,,you have enough information\Nto make an informed decision.
Dialogue: 0,0:01:49.78,0:01:54.84,Default,,0000,0000,0000,,And that information nowadays\Nsimply just doesn't exist.
Dialogue: 0,0:01:54.86,0:01:57.93,Default,,0000,0000,0000,,Or at least it's really,\Nreally hard to access,
Dialogue: 0,0:01:59.63,0:02:01.64,Default,,0000,0000,0000,,But I think this is about to change.
Dialogue: 0,0:02:01.67,0:02:05.37,Default,,0000,0000,0000,,Because we can use technology\Nto solve this information problem.
Dialogue: 0,0:02:05.75,0:02:08.81,Default,,0000,0000,0000,,And many of the specific technologies\Nthat we need to do that
Dialogue: 0,0:02:08.83,0:02:12.51,Default,,0000,0000,0000,,have become better and cheaper\Nover the recent years,
Dialogue: 0,0:02:12.54,0:02:15.03,Default,,0000,0000,0000,,and are now ready to be used at scale.
Dialogue: 0,0:02:15.44,0:02:16.83,Default,,0000,0000,0000,,So, over the past two years,
Dialogue: 0,0:02:16.86,0:02:18.54,Default,,0000,0000,0000,,my team and I have been working
Dialogue: 0,0:02:18.57,0:02:22.83,Default,,0000,0000,0000,,with one of the world's largest\Nconservation organizations, WWF,
Dialogue: 0,0:02:22.85,0:02:26.47,Default,,0000,0000,0000,,and we've founded\Na company called OpenSC,
Dialogue: 0,0:02:26.50,0:02:28.81,Default,,0000,0000,0000,,where SC stands for supply chain.
Dialogue: 0,0:02:29.72,0:02:32.10,Default,,0000,0000,0000,,And we believe that by using technology
Dialogue: 0,0:02:32.12,0:02:35.49,Default,,0000,0000,0000,,we can help to create
Dialogue: 0,0:02:35.51,0:02:38.81,Default,,0000,0000,0000,,transparency and traceability\Nin supply chains,
Dialogue: 0,0:02:38.83,0:02:42.34,Default,,0000,0000,0000,,and through that,\Nhelp to completely revolutionize
Dialogue: 0,0:02:42.36,0:02:46.97,Default,,0000,0000,0000,,the way that we buy\Nand also produce products as humans.
Dialogue: 0,0:02:48.35,0:02:52.19,Default,,0000,0000,0000,,Now, some of this is going to sound\Na little bit like science fiction,
Dialogue: 0,0:02:52.22,0:02:54.06,Default,,0000,0000,0000,,but it's already happening.
Dialogue: 0,0:02:54.08,0:02:55.23,Default,,0000,0000,0000,,Let me explain.
Dialogue: 0,0:02:56.21,0:02:58.79,Default,,0000,0000,0000,,So, in order to solve\Nthis information problem,
Dialogue: 0,0:02:58.81,0:03:00.54,Default,,0000,0000,0000,,we need to do three things:
Dialogue: 0,0:03:00.56,0:03:03.41,Default,,0000,0000,0000,,Verify, trace and share.
Dialogue: 0,0:03:03.83,0:03:07.30,Default,,0000,0000,0000,,Verify specific sustainability
Dialogue: 0,0:03:07.32,0:03:09.15,Default,,0000,0000,0000,,and ethical production claims
Dialogue: 0,0:03:09.17,0:03:12.03,Default,,0000,0000,0000,,in a data-based and automated way.
Dialogue: 0,0:03:12.05,0:03:14.90,Default,,0000,0000,0000,,Then trace those\Nindividual physical products
Dialogue: 0,0:03:14.92,0:03:16.62,Default,,0000,0000,0000,,throughout their supply chains,
Dialogue: 0,0:03:16.64,0:03:19.66,Default,,0000,0000,0000,,and finally, share\Nthat information with consumers
Dialogue: 0,0:03:19.68,0:03:22.08,Default,,0000,0000,0000,,in a way that truly gives them a choice,
Dialogue: 0,0:03:22.11,0:03:24.12,Default,,0000,0000,0000,,and lets them make consumption decisions
Dialogue: 0,0:03:24.14,0:03:26.94,Default,,0000,0000,0000,,that are more aligned with their values.
Dialogue: 0,0:03:26.96,0:03:30.28,Default,,0000,0000,0000,,I'm going to use a real product,
Dialogue: 0,0:03:30.31,0:03:34.67,Default,,0000,0000,0000,,and a supply chain where we've made\Nall of this a reality already.
Dialogue: 0,0:03:34.70,0:03:36.03,Default,,0000,0000,0000,,A Patagonian toothfish,
Dialogue: 0,0:03:36.05,0:03:38.78,Default,,0000,0000,0000,,or Chilean sea bass,\Nas it's called in the US.
Dialogue: 0,0:03:39.12,0:03:41.03,Default,,0000,0000,0000,,Number one, verify.
Dialogue: 0,0:03:41.75,0:03:44.34,Default,,0000,0000,0000,,Verify how something is produced.
Dialogue: 0,0:03:44.36,0:03:47.19,Default,,0000,0000,0000,,But not just by saying,\N"Trust me, this is good,
Dialogue: 0,0:03:47.21,0:03:49.41,Default,,0000,0000,0000,,trust me, we've done\Nall the right things,"
Dialogue: 0,0:03:49.43,0:03:53.57,Default,,0000,0000,0000,,but by producing evidence\Nfor that individual physical product,
Dialogue: 0,0:03:53.59,0:03:55.71,Default,,0000,0000,0000,,and the way it was produced.
Dialogue: 0,0:03:55.73,0:03:57.03,Default,,0000,0000,0000,,By producing evidence
Dialogue: 0,0:03:57.06,0:04:00.81,Default,,0000,0000,0000,,for a specific sustainability\Nor ethical production claim.
Dialogue: 0,0:04:00.84,0:04:03.66,Default,,0000,0000,0000,,So for example, in the case of the fish,
Dialogue: 0,0:04:03.69,0:04:07.59,Default,,0000,0000,0000,,has this fish been caught in an area\Nwhere there's enough of them
Dialogue: 0,0:04:07.62,0:04:09.63,Default,,0000,0000,0000,,so that it's sustainable\Nto catch it there,
Dialogue: 0,0:04:09.66,0:04:11.85,Default,,0000,0000,0000,,and not in a marine protected area?
Dialogue: 0,0:04:12.36,0:04:13.73,Default,,0000,0000,0000,,So what we're doing here
Dialogue: 0,0:04:13.76,0:04:17.64,Default,,0000,0000,0000,,is we're taking almost real-time\NGPS data from the ship,
Dialogue: 0,0:04:17.66,0:04:19.20,Default,,0000,0000,0000,,the ship that's fishing,
Dialogue: 0,0:04:19.23,0:04:21.43,Default,,0000,0000,0000,,and that tells us where the ship is,
Dialogue: 0,0:04:21.46,0:04:23.66,Default,,0000,0000,0000,,and where it's going at what speed.
Dialogue: 0,0:04:24.03,0:04:27.16,Default,,0000,0000,0000,,And we can then combine that\Nwith other types of data,
Dialogue: 0,0:04:27.19,0:04:29.64,Default,,0000,0000,0000,,like, for example,\Nhow deep the sea floor is.
Dialogue: 0,0:04:30.01,0:04:32.63,Default,,0000,0000,0000,,And combining all of this information,
Dialogue: 0,0:04:32.65,0:04:36.83,Default,,0000,0000,0000,,our machine-learning algorithms\Ncan then verify in an automated way
Dialogue: 0,0:04:36.85,0:04:40.62,Default,,0000,0000,0000,,whether the ship is only fishing\Nwhere it's supposed to, or not.
Dialogue: 0,0:04:41.86,0:04:44.43,Default,,0000,0000,0000,,And as sensors become cheaper,
Dialogue: 0,0:04:44.46,0:04:46.46,Default,,0000,0000,0000,,we can put them in more places.
Dialogue: 0,0:04:46.49,0:04:48.86,Default,,0000,0000,0000,,And that means we can capture more data,
Dialogue: 0,0:04:48.89,0:04:51.69,Default,,0000,0000,0000,,and combining that\Nwith advancements in data science,
Dialogue: 0,0:04:51.71,0:04:54.98,Default,,0000,0000,0000,,it means that we can now verify
Dialogue: 0,0:04:55.01,0:04:59.01,Default,,0000,0000,0000,,specific sustainability\Nand ethical production claims
Dialogue: 0,0:04:59.04,0:05:02.81,Default,,0000,0000,0000,,in an automated, real-time,\Nand ongoing manner.
Dialogue: 0,0:05:03.26,0:05:07.39,Default,,0000,0000,0000,,And that really lays the basis\Nfor this information revolution.
Dialogue: 0,0:05:07.42,0:05:09.60,Default,,0000,0000,0000,,So, number two, trace.
Dialogue: 0,0:05:09.62,0:05:12.68,Default,,0000,0000,0000,,Trace those individual physical products
Dialogue: 0,0:05:12.70,0:05:14.71,Default,,0000,0000,0000,,so that we can truly say
Dialogue: 0,0:05:14.73,0:05:17.48,Default,,0000,0000,0000,,that the claim that we've verified\Nabout a certain product
Dialogue: 0,0:05:17.51,0:05:20.46,Default,,0000,0000,0000,,actually belongs\Nto that individual product,
Dialogue: 0,0:05:20.48,0:05:22.100,Default,,0000,0000,0000,,that we as consumers\Nhave right in front of us.
Dialogue: 0,0:05:23.02,0:05:26.37,Default,,0000,0000,0000,,Because, without\Nthat level of traceability,
Dialogue: 0,0:05:26.40,0:05:29.24,Default,,0000,0000,0000,,all that we've really\Nverified in the first place
Dialogue: 0,0:05:29.27,0:05:32.11,Default,,0000,0000,0000,,is that somebody, somewhere, at some point
Dialogue: 0,0:05:32.13,0:05:34.44,Default,,0000,0000,0000,,caught a fish in a sustainable way
Dialogue: 0,0:05:34.46,0:05:39.36,Default,,0000,0000,0000,,or didn't harm the employee\Nwhen asking them to produce a T-shirt,
Dialogue: 0,0:05:39.38,0:05:44.20,Default,,0000,0000,0000,,or didn't use pesticides when growing\Na vegetable that didn't actually need it.
Dialogue: 0,0:05:45.29,0:05:49.22,Default,,0000,0000,0000,,Only if I give a product\Nan identity from the start
Dialogue: 0,0:05:49.25,0:05:52.02,Default,,0000,0000,0000,,and then trace it\Nthroughout the whole supply chain,
Dialogue: 0,0:05:52.04,0:05:55.64,Default,,0000,0000,0000,,can this claim and the value\Nthat's been created
Dialogue: 0,0:05:55.67,0:05:57.99,Default,,0000,0000,0000,,by producing it in the right way
Dialogue: 0,0:05:58.01,0:05:59.64,Default,,0000,0000,0000,,truly stay with it.
Dialogue: 0,0:06:01.55,0:06:04.14,Default,,0000,0000,0000,,Now, I've talked about cheaper sensors.
Dialogue: 0,0:06:04.16,0:06:06.64,Default,,0000,0000,0000,,There are many other\Ntechnological developments
Dialogue: 0,0:06:06.66,0:06:10.46,Default,,0000,0000,0000,,that make all of this much more possible\Ntoday than every before.
Dialogue: 0,0:06:10.93,0:06:13.86,Default,,0000,0000,0000,,For example, the falling costs of tags.
Dialogue: 0,0:06:14.81,0:06:17.84,Default,,0000,0000,0000,,You give a product a name,
Dialogue: 0,0:06:17.86,0:06:19.90,Default,,0000,0000,0000,,a serial number, an identity,
Dialogue: 0,0:06:19.92,0:06:21.61,Default,,0000,0000,0000,,the tag is its passport.
Dialogue: 0,0:06:22.13,0:06:25.16,Default,,0000,0000,0000,,What you can see here\Nis a toothfish being caught.
Dialogue: 0,0:06:25.48,0:06:27.77,Default,,0000,0000,0000,,This is what's called a long line fishery,
Dialogue: 0,0:06:27.79,0:06:31.50,Default,,0000,0000,0000,,so the fish are coming up\Nonto the boat on individual hooks.
Dialogue: 0,0:06:32.05,0:06:34.31,Default,,0000,0000,0000,,And as soon as the fish is on board,
Dialogue: 0,0:06:34.33,0:06:36.62,Default,,0000,0000,0000,,it is killed, and then after that,
Dialogue: 0,0:06:36.64,0:06:40.08,Default,,0000,0000,0000,,we insert a small tag\Ninto the fish's flesh.
Dialogue: 0,0:06:40.10,0:06:44.62,Default,,0000,0000,0000,,And in that tag, there is an RFID chip\Nwith a unique serial number,
Dialogue: 0,0:06:44.64,0:06:47.65,Default,,0000,0000,0000,,and that tag follows the fish\Nthroughout the whole supply chain,
Dialogue: 0,0:06:47.67,0:06:49.86,Default,,0000,0000,0000,,and makes it really easy\Nto sense its presence
Dialogue: 0,0:06:49.88,0:06:53.40,Default,,0000,0000,0000,,at any port, on any truck\Nor in any processing plant.
Dialogue: 0,0:06:53.43,0:06:56.68,Default,,0000,0000,0000,,But consumers can't really read RFID tags.
Dialogue: 0,0:06:56.70,0:07:00.92,Default,,0000,0000,0000,,And so, when it comes to filleting\Nand packaging the fish,
Dialogue: 0,0:07:00.95,0:07:03.84,Default,,0000,0000,0000,,we read the RFID tag and then remove it.
Dialogue: 0,0:07:03.86,0:07:07.77,Default,,0000,0000,0000,,And then we add a unique QR code\Nto the packaging of the fish.
Dialogue: 0,0:07:08.08,0:07:12.61,Default,,0000,0000,0000,,And that QR code then points back\Nto the same information
Dialogue: 0,0:07:12.63,0:07:15.70,Default,,0000,0000,0000,,that we've verified about the fish\Nin the first place.
Dialogue: 0,0:07:17.09,0:07:20.93,Default,,0000,0000,0000,,And so, depending on the type\Nof product that we're working with,
Dialogue: 0,0:07:20.96,0:07:24.72,Default,,0000,0000,0000,,we may use QR codes, bar codes, RFID tags
Dialogue: 0,0:07:24.74,0:07:26.54,Default,,0000,0000,0000,,or other tag technologies.
Dialogue: 0,0:07:26.56,0:07:28.63,Default,,0000,0000,0000,,But there are also technologies
Dialogue: 0,0:07:28.65,0:07:31.06,Default,,0000,0000,0000,,that are at the brink\Nof large-scale breakthrough,
Dialogue: 0,0:07:31.08,0:07:33.08,Default,,0000,0000,0000,,that make tags themselves obsolete.
Dialogue: 0,0:07:33.10,0:07:34.70,Default,,0000,0000,0000,,Like, for example,
Dialogue: 0,0:07:34.73,0:07:37.43,Default,,0000,0000,0000,,analyzing a product for trace elements,
Dialogue: 0,0:07:37.45,0:07:41.10,Default,,0000,0000,0000,,that can then tell you quite accurately\Nwhere it is actually from.
Dialogue: 0,0:07:41.12,0:07:42.40,Default,,0000,0000,0000,,Then there's blockchain.
Dialogue: 0,0:07:42.42,0:07:47.22,Default,,0000,0000,0000,,A decentralized technology\Ncan act as a catalyst for this revolution.
Dialogue: 0,0:07:47.24,0:07:51.04,Default,,0000,0000,0000,,Because it can help mitigate\Nsome of the trust issues
Dialogue: 0,0:07:51.06,0:07:54.50,Default,,0000,0000,0000,,that are inherent\Nto giving people information,
Dialogue: 0,0:07:54.52,0:07:57.71,Default,,0000,0000,0000,,and then asking them\Nto change their consumption behavior
Dialogue: 0,0:07:57.73,0:07:59.50,Default,,0000,0000,0000,,because of that information.
Dialogue: 0,0:08:00.12,0:08:02.82,Default,,0000,0000,0000,,And so, we use blockchain technology
Dialogue: 0,0:08:02.84,0:08:05.51,Default,,0000,0000,0000,,where it adds value to what we're doing.
Dialogue: 0,0:08:06.07,0:08:07.24,Default,,0000,0000,0000,,But importantly,
Dialogue: 0,0:08:07.27,0:08:10.36,Default,,0000,0000,0000,,we don't let the limitations\Nthat this technology still has today,
Dialogue: 0,0:08:10.39,0:08:12.48,Default,,0000,0000,0000,,like, for example,\Nwith regards to scaling,
Dialogue: 0,0:08:12.50,0:08:14.59,Default,,0000,0000,0000,,we don't let that stand in our way.
Dialogue: 0,0:08:14.62,0:08:17.11,Default,,0000,0000,0000,,And that brings us to the third point.
Dialogue: 0,0:08:17.13,0:08:18.30,Default,,0000,0000,0000,,Share.
Dialogue: 0,0:08:18.32,0:08:22.28,Default,,0000,0000,0000,,How to share the information\Nthat we've verified and tracked
Dialogue: 0,0:08:22.31,0:08:25.09,Default,,0000,0000,0000,,about where a product is from,\Nhow it was produced,
Dialogue: 0,0:08:25.11,0:08:27.04,Default,,0000,0000,0000,,and how it got to where it is?
Dialogue: 0,0:08:27.62,0:08:29.55,Default,,0000,0000,0000,,How to share this information
Dialogue: 0,0:08:29.58,0:08:32.44,Default,,0000,0000,0000,,is really different\Nfrom product to product.
Dialogue: 0,0:08:32.46,0:08:34.78,Default,,0000,0000,0000,,And different from where you buy it.
Dialogue: 0,0:08:34.81,0:08:37.33,Default,,0000,0000,0000,,You behave differently\Nin those situations.
Dialogue: 0,0:08:37.36,0:08:40.58,Default,,0000,0000,0000,,You are stressed and time-poor\Nin the supermarket.
Dialogue: 0,0:08:41.06,0:08:43.30,Default,,0000,0000,0000,,Or with short attention span over dinner,
Dialogue: 0,0:08:43.33,0:08:44.77,Default,,0000,0000,0000,,because your date is so cute.
Dialogue: 0,0:08:45.54,0:08:48.56,Default,,0000,0000,0000,,Or you are critical and inquisitive
Dialogue: 0,0:08:48.58,0:08:51.88,Default,,0000,0000,0000,,when researching\Nfor a larger purchase online.
Dialogue: 0,0:08:52.77,0:08:54.36,Default,,0000,0000,0000,,And so for our fish,
Dialogue: 0,0:08:54.39,0:08:57.29,Default,,0000,0000,0000,,we've developed a digital experience
Dialogue: 0,0:08:57.32,0:09:03.11,Default,,0000,0000,0000,,that works when buying the fish\Nin a freezer in a fish specialty store,
Dialogue: 0,0:09:03.14,0:09:06.92,Default,,0000,0000,0000,,and that gives you all of the information\Nabout the fish and its journey.
Dialogue: 0,0:09:06.94,0:09:09.59,Default,,0000,0000,0000,,But we also worked with a restaurant
Dialogue: 0,0:09:09.61,0:09:12.60,Default,,0000,0000,0000,,and developed a different\Ndigital experience
Dialogue: 0,0:09:12.62,0:09:16.17,Default,,0000,0000,0000,,that only summarizes the key facts\Nabout the fish and its journey,
Dialogue: 0,0:09:16.20,0:09:18.66,Default,,0000,0000,0000,,and works better in a dinner setting,
Dialogue: 0,0:09:18.68,0:09:22.24,Default,,0000,0000,0000,,and hopefully, there\Ndoesn't annoy your date too much.
Dialogue: 0,0:09:22.26,0:09:24.60,Default,,0000,0000,0000,,Now, that brings us full circle.
Dialogue: 0,0:09:24.62,0:09:27.65,Default,,0000,0000,0000,,We've verified that the fish was caught
Dialogue: 0,0:09:27.68,0:09:30.16,Default,,0000,0000,0000,,in an area where\Nit's sustainable to do so.
Dialogue: 0,0:09:30.66,0:09:33.26,Default,,0000,0000,0000,,We've then traced it throughout\Nthe entire supply chain
Dialogue: 0,0:09:33.28,0:09:37.06,Default,,0000,0000,0000,,to maintain its identity and all\Nthe information that's attached to it.
Dialogue: 0,0:09:37.43,0:09:39.96,Default,,0000,0000,0000,,And then, we've shared\Nthat information with consumers
Dialogue: 0,0:09:39.99,0:09:41.79,Default,,0000,0000,0000,,in a way that gives them a choice
Dialogue: 0,0:09:41.82,0:09:43.98,Default,,0000,0000,0000,,and lets them make consumption decisions
Dialogue: 0,0:09:44.01,0:09:46.54,Default,,0000,0000,0000,,that are more in line with their values.
Dialogue: 0,0:09:47.54,0:09:51.36,Default,,0000,0000,0000,,Now, for this fish example,\Nthis is already rolled out at scale.
Dialogue: 0,0:09:51.67,0:09:52.90,Default,,0000,0000,0000,,This season,
Dialogue: 0,0:09:52.92,0:09:56.50,Default,,0000,0000,0000,,the entire fleet of the world's largest\Ntoothfish fishing company,
Dialogue: 0,0:09:56.52,0:09:57.90,Default,,0000,0000,0000,,Austral Fisheries,
Dialogue: 0,0:09:57.93,0:10:00.76,Default,,0000,0000,0000,,is tagging every single fish\Nthat they catch
Dialogue: 0,0:10:00.78,0:10:04.04,Default,,0000,0000,0000,,and that ends up in their premium\Nbranded "Glacier 51" product.
Dialogue: 0,0:10:05.22,0:10:07.34,Default,,0000,0000,0000,,And you can already buy this fish.
Dialogue: 0,0:10:07.36,0:10:11.27,Default,,0000,0000,0000,,And with it, you can have all\Nof the information I talked about today
Dialogue: 0,0:10:11.30,0:10:12.76,Default,,0000,0000,0000,,and much more,
Dialogue: 0,0:10:12.78,0:10:17.06,Default,,0000,0000,0000,,attached to each individual fish\Nor portion of the fish that you may buy.
Dialogue: 0,0:10:18.59,0:10:22.66,Default,,0000,0000,0000,,But this is not a fish or seafood thing.
Dialogue: 0,0:10:22.68,0:10:25.83,Default,,0000,0000,0000,,We're working on many,\Nmany different commodities and products
Dialogue: 0,0:10:25.86,0:10:28.28,Default,,0000,0000,0000,,and their supply chains across the globe.
Dialogue: 0,0:10:28.30,0:10:30.88,Default,,0000,0000,0000,,From dairy to fruit and vegetables,
Dialogue: 0,0:10:30.90,0:10:33.67,Default,,0000,0000,0000,,to non-food products made out of wood.
Dialogue: 0,0:10:33.70,0:10:38.22,Default,,0000,0000,0000,,As a consumer, all of this\Nmay sound like a huge burden.
Dialogue: 0,0:10:38.24,0:10:41.78,Default,,0000,0000,0000,,Because you don't have time\Nto look at all of this information
Dialogue: 0,0:10:41.81,0:10:43.74,Default,,0000,0000,0000,,every time you buy something.
Dialogue: 0,0:10:44.30,0:10:46.00,Default,,0000,0000,0000,,And I don't expect you to,
Dialogue: 0,0:10:46.03,0:10:48.36,Default,,0000,0000,0000,,because you'll have help with that.
Dialogue: 0,0:10:49.15,0:10:54.54,Default,,0000,0000,0000,,In the future, we'll leave the decision\Nof which specific product to buy
Dialogue: 0,0:10:54.56,0:10:56.43,Default,,0000,0000,0000,,increasingly up to machines.
Dialogue: 0,0:10:56.77,0:10:58.97,Default,,0000,0000,0000,,An algorithm will know enough about you
Dialogue: 0,0:10:58.100,0:11:03.18,Default,,0000,0000,0000,,to make those decisions for you,\Nso you don't have to.
Dialogue: 0,0:11:03.49,0:11:06.34,Default,,0000,0000,0000,,And maybe it will even do\Na better job at it.
Dialogue: 0,0:11:06.36,0:11:08.82,Default,,0000,0000,0000,,In a recent study, 85 percent of those
Dialogue: 0,0:11:08.85,0:11:11.86,Default,,0000,0000,0000,,buying a product\Nthrough a virtual assistant
Dialogue: 0,0:11:11.88,0:11:13.70,Default,,0000,0000,0000,,said that they, on occasion,
Dialogue: 0,0:11:13.72,0:11:16.04,Default,,0000,0000,0000,,actually went with the top\Nproduct recommendation
Dialogue: 0,0:11:16.07,0:11:17.36,Default,,0000,0000,0000,,of that virtual assistant,
Dialogue: 0,0:11:17.38,0:11:19.44,Default,,0000,0000,0000,,rather than the specific product or brand
Dialogue: 0,0:11:19.46,0:11:22.16,Default,,0000,0000,0000,,that they set out\Nto buy in the first place.
Dialogue: 0,0:11:22.19,0:11:24.13,Default,,0000,0000,0000,,You just say you need toilet paper,
Dialogue: 0,0:11:24.15,0:11:28.46,Default,,0000,0000,0000,,it's then an algorithm that decides\Nwhich brand, price point,
Dialogue: 0,0:11:28.48,0:11:30.86,Default,,0000,0000,0000,,or whether you go with recycled or not.
Dialogue: 0,0:11:31.57,0:11:35.82,Default,,0000,0000,0000,,Well, nowadays this is usually based\Non what you bought in the past,
Dialogue: 0,0:11:35.85,0:11:39.26,Default,,0000,0000,0000,,or whoever pays the most to the company\Nbehind the virtual assistant.
Dialogue: 0,0:11:40.04,0:11:44.57,Default,,0000,0000,0000,,But why shouldn't that be also\Nbased on your values?
Dialogue: 0,0:11:45.63,0:11:48.19,Default,,0000,0000,0000,,Knowing that you want\Nto buy planet-friendly
Dialogue: 0,0:11:48.22,0:11:53.35,Default,,0000,0000,0000,,and knowing whether and how much\Nyou're willing and able to pay for that.
Dialogue: 0,0:11:53.71,0:11:57.21,Default,,0000,0000,0000,,Now, that will make it easy and seamless,
Dialogue: 0,0:11:57.23,0:11:59.54,Default,,0000,0000,0000,,but still based\Non granular effects and data
Dialogue: 0,0:11:59.56,0:12:01.58,Default,,0000,0000,0000,,to choose the right product.
Dialogue: 0,0:12:01.61,0:12:03.84,Default,,0000,0000,0000,,Not by necessarily doing it yourself,
Dialogue: 0,0:12:03.86,0:12:06.16,Default,,0000,0000,0000,,but by asking an algorithm
Dialogue: 0,0:12:06.19,0:12:09.76,Default,,0000,0000,0000,,that knows how much you care\Nabout this planet.
Dialogue: 0,0:12:09.78,0:12:11.78,Default,,0000,0000,0000,,Not by necessarily doing it yourself,
Dialogue: 0,0:12:11.80,0:12:13.90,Default,,0000,0000,0000,,but by asking an algorithm
Dialogue: 0,0:12:13.93,0:12:16.73,Default,,0000,0000,0000,,that is never time-poor or distracted,
Dialogue: 0,0:12:17.78,0:12:21.58,Default,,0000,0000,0000,,or with short attention span\Nbecause of the cute date,
Dialogue: 0,0:12:21.61,0:12:24.35,Default,,0000,0000,0000,,and that knows how much\Nyou care about this planet
Dialogue: 0,0:12:24.37,0:12:25.80,Default,,0000,0000,0000,,and the people living on it,
Dialogue: 0,0:12:25.82,0:12:29.70,Default,,0000,0000,0000,,by asking that algorithm to look\Nat all of that information for you
Dialogue: 0,0:12:29.73,0:12:31.20,Default,,0000,0000,0000,,and to decide for you.
Dialogue: 0,0:12:32.49,0:12:36.68,Default,,0000,0000,0000,,If we have reliable\Nand trustworthy information like that
Dialogue: 0,0:12:36.70,0:12:39.17,Default,,0000,0000,0000,,and the right systems that make use of it,
Dialogue: 0,0:12:39.20,0:12:42.57,Default,,0000,0000,0000,,consumers will support those\Nwho are doing the right thing
Dialogue: 0,0:12:42.59,0:12:46.29,Default,,0000,0000,0000,,by producing products\Nin a sustainable and ethical way.
Dialogue: 0,0:12:46.70,0:12:48.72,Default,,0000,0000,0000,,They will support them every time
Dialogue: 0,0:12:48.74,0:12:51.08,Default,,0000,0000,0000,,by choosing their good over others.
Dialogue: 0,0:12:52.03,0:12:56.98,Default,,0000,0000,0000,,And that means that goods,\Nproducers and processors and retailers
Dialogue: 0,0:12:57.01,0:12:58.28,Default,,0000,0000,0000,,will get rewarded.
Dialogue: 0,0:12:58.30,0:13:02.63,Default,,0000,0000,0000,,And bad actors will be forced\Nto adjust their practices,
Dialogue: 0,0:13:02.65,0:13:04.34,Default,,0000,0000,0000,,or get out of business.
Dialogue: 0,0:13:05.32,0:13:06.48,Default,,0000,0000,0000,,And we need that.
Dialogue: 0,0:13:07.01,0:13:10.76,Default,,0000,0000,0000,,If we want to continue to live together\Non this beautiful planet,
Dialogue: 0,0:13:10.79,0:13:11.99,Default,,0000,0000,0000,,we really need it.
Dialogue: 0,0:13:12.66,0:13:13.82,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:13:13.85,0:13:16.47,Default,,0000,0000,0000,,(Applause)