[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:01.04,0:00:03.10,Default,,0000,0000,0000,,In almost all aspects of our lives
Dialogue: 0,0:00:03.12,0:00:07.33,Default,,0000,0000,0000,,we have perfect information\Navailable instantaneously.
Dialogue: 0,0:00:08.04,0:00:11.31,Default,,0000,0000,0000,,My phone can tell me\Neverything about my finances,
Dialogue: 0,0:00:11.33,0:00:13.56,Default,,0000,0000,0000,,where precisely I am on a map
Dialogue: 0,0:00:13.58,0:00:15.73,Default,,0000,0000,0000,,and the best way to my next destination,
Dialogue: 0,0:00:15.75,0:00:18.31,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: 0,0:00:21.46,0:00:25.08,Default,,0000,0000,0000,,almost completely disappears\Nwhen it comes to consumer products.
Dialogue: 0,0:00:26.21,0:00:29.52,Default,,0000,0000,0000,,If you go to the seafood counter\Nat your local supermarket,
Dialogue: 0,0:00:29.54,0:00:33.35,Default,,0000,0000,0000,,you can probably choose\Nbetween several different types of fish.
Dialogue: 0,0:00:33.38,0:00:35.93,Default,,0000,0000,0000,,But chances are,\Nthey won't be able to tell you
Dialogue: 0,0:00:35.96,0:00:39.10,Default,,0000,0000,0000,,who caught the fish,\Nwhere precisely it was caught,
Dialogue: 0,0:00:39.12,0:00:41.39,Default,,0000,0000,0000,,whether it is sustainable\Nto catch it there
Dialogue: 0,0:00:41.42,0:00:43.46,Default,,0000,0000,0000,,and how it got transported.
Dialogue: 0,0:00:44.08,0:00:46.98,Default,,0000,0000,0000,,And that holds true\Nfor almost everything we buy.
Dialogue: 0,0:00:47.00,0:00:48.77,Default,,0000,0000,0000,,Every can of soup,
Dialogue: 0,0:00:48.79,0:00:51.31,Default,,0000,0000,0000,,every piece of meat, every T-shirt.
Dialogue: 0,0:00:51.33,0:00:53.60,Default,,0000,0000,0000,,We as humans, right now,
Dialogue: 0,0:00:53.62,0:00:57.14,Default,,0000,0000,0000,,are destroying the only thing\Nwe really need to survive:
Dialogue: 0,0:00:57.17,0:00:58.43,Default,,0000,0000,0000,,our planet.
Dialogue: 0,0:00:58.46,0:01:01.48,Default,,0000,0000,0000,,And most of the horrible problems\Nthat we're facing today,
Dialogue: 0,0:01:01.50,0:01:02.77,Default,,0000,0000,0000,,like climate change
Dialogue: 0,0:01:02.79,0:01:05.48,Default,,0000,0000,0000,,and modern slavery in supply chains,
Dialogue: 0,0:01:05.50,0:01:07.23,Default,,0000,0000,0000,,come down to decisions.
Dialogue: 0,0:01:07.25,0:01:12.93,Default,,0000,0000,0000,,Human decisions to produce something\None way and not another.
Dialogue: 0,0:01:12.96,0:01:15.18,Default,,0000,0000,0000,,And that's how we, as consumers,
Dialogue: 0,0:01:15.21,0:01:18.18,Default,,0000,0000,0000,,end up making decisions\Nthat harm the planet
Dialogue: 0,0:01:18.21,0:01:19.85,Default,,0000,0000,0000,,or our fellow humans.
Dialogue: 0,0:01:19.88,0:01:21.96,Default,,0000,0000,0000,,By choosing the wrong products.
Dialogue: 0,0:01:23.17,0:01:26.52,Default,,0000,0000,0000,,But I refuse to believe\Nthat anybody here in this room,
Dialogue: 0,0:01:26.54,0:01:28.60,Default,,0000,0000,0000,,or frankly, anybody on this planet,
Dialogue: 0,0:01:28.62,0:01:30.52,Default,,0000,0000,0000,,really wants to buy a product
Dialogue: 0,0:01:30.54,0:01:33.98,Default,,0000,0000,0000,,that harms the planet\Nor our fellow humans
Dialogue: 0,0:01:34.00,0:01:35.33,Default,,0000,0000,0000,,if given the choice.
Dialogue: 0,0:01:36.58,0:01:38.77,Default,,0000,0000,0000,,But you see, choice is a loaded word.
Dialogue: 0,0:01:38.79,0:01:41.14,Default,,0000,0000,0000,,Choice means there's another option.
Dialogue: 0,0:01:41.17,0:01:44.18,Default,,0000,0000,0000,,Choice means you can afford that option.
Dialogue: 0,0:01:44.21,0:01:45.68,Default,,0000,0000,0000,,But choice also means
Dialogue: 0,0:01:45.71,0:01:49.77,Default,,0000,0000,0000,,you have enough information\Nto make an informed decision.
Dialogue: 0,0:01:49.79,0:01:54.85,Default,,0000,0000,0000,,And that information nowadays\Nsimply just doesn't exist.
Dialogue: 0,0:01:54.88,0:01:58.12,Default,,0000,0000,0000,,Or at least it's really,\Nreally hard to access.
Dialogue: 0,0:01:59.62,0:02:01.64,Default,,0000,0000,0000,,But I think this is about to change.
Dialogue: 0,0:02:01.67,0:02:05.73,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: 0,0:02:08.83,0:02:12.52,Default,,0000,0000,0000,,have become better and cheaper\Nover the recent years,
Dialogue: 0,0:02:12.54,0:02:15.43,Default,,0000,0000,0000,,and are now ready to be used at scale.
Dialogue: 0,0:02:15.46,0:02:16.85,Default,,0000,0000,0000,,So, over the past two years,
Dialogue: 0,0:02:16.88,0:02:18.56,Default,,0000,0000,0000,,my team and I have been working
Dialogue: 0,0:02:18.58,0:02:22.81,Default,,0000,0000,0000,,with one of the world's largest\Nconservation organizations, WWF,
Dialogue: 0,0:02:22.83,0:02:26.48,Default,,0000,0000,0000,,and we've founded a company called OpenSC,
Dialogue: 0,0:02:26.50,0:02:28.83,Default,,0000,0000,0000,,where SC stands for supply chain.
Dialogue: 0,0:02:29.71,0:02:32.10,Default,,0000,0000,0000,,And we believe that by using technology
Dialogue: 0,0:02:32.12,0:02:35.48,Default,,0000,0000,0000,,we can help to create
Dialogue: 0,0:02:35.50,0:02:38.81,Default,,0000,0000,0000,,transparency and traceability\Nin supply chains,
Dialogue: 0,0:02:38.83,0:02:42.35,Default,,0000,0000,0000,,and through that,\Nhelp to completely revolutionize
Dialogue: 0,0:02:42.38,0:02:46.96,Default,,0000,0000,0000,,the way that we buy\Nand also produce products as humans.
Dialogue: 0,0:02:48.33,0:02:52.18,Default,,0000,0000,0000,,Now, some of this is going to sound\Na little bit like science fiction,
Dialogue: 0,0:02:52.21,0:02:54.06,Default,,0000,0000,0000,,but it's already happening.
Dialogue: 0,0:02:54.08,0:02:55.33,Default,,0000,0000,0000,,Let me explain.
Dialogue: 0,0:02:56.21,0:02:58.81,Default,,0000,0000,0000,,So, in order to solve\Nthis information problem,
Dialogue: 0,0:02:58.83,0:03:00.52,Default,,0000,0000,0000,,we need to do three things:
Dialogue: 0,0:03:00.54,0:03:03.81,Default,,0000,0000,0000,,verify, trace and share.
Dialogue: 0,0:03:03.83,0:03:07.31,Default,,0000,0000,0000,,Verify specific sustainability
Dialogue: 0,0:03:07.33,0:03:09.14,Default,,0000,0000,0000,,and ethical production claims
Dialogue: 0,0:03:09.17,0:03:12.02,Default,,0000,0000,0000,,in a data-based and automated way.
Dialogue: 0,0:03:12.04,0:03:14.89,Default,,0000,0000,0000,,Then trace those\Nindividual physical products
Dialogue: 0,0:03:14.92,0:03:16.60,Default,,0000,0000,0000,,throughout their supply chains,
Dialogue: 0,0:03:16.62,0:03:19.64,Default,,0000,0000,0000,,and finally, share\Nthat information with consumers
Dialogue: 0,0:03:19.67,0:03:22.10,Default,,0000,0000,0000,,in a way that truly gives them a choice
Dialogue: 0,0:03:22.12,0:03:24.10,Default,,0000,0000,0000,,and lets them make consumption decisions
Dialogue: 0,0:03:24.12,0:03:26.93,Default,,0000,0000,0000,,that are more aligned with their values.
Dialogue: 0,0:03:26.96,0:03:30.27,Default,,0000,0000,0000,,I'm going to use a real product
Dialogue: 0,0:03:30.29,0:03:34.73,Default,,0000,0000,0000,,and a supply chain where we've made\Nall of this a reality already:
Dialogue: 0,0:03:34.75,0:03:36.02,Default,,0000,0000,0000,,a Patagonian toothfish,
Dialogue: 0,0:03:36.04,0:03:39.06,Default,,0000,0000,0000,,or Chilean sea bass,\Nas it's called in the US.
Dialogue: 0,0:03:39.08,0:03:40.83,Default,,0000,0000,0000,,Number one, verify.
Dialogue: 0,0:03:41.79,0:03:44.35,Default,,0000,0000,0000,,Verify how something is produced.
Dialogue: 0,0:03:44.38,0:03:47.18,Default,,0000,0000,0000,,But not just by saying,\N"Trust me, this is good,
Dialogue: 0,0:03:47.21,0:03:49.39,Default,,0000,0000,0000,,trust me, we've done\Nall the right things,"
Dialogue: 0,0:03:49.42,0:03:53.43,Default,,0000,0000,0000,,but by producing evidence\Nfor that individual physical product,
Dialogue: 0,0:03:53.46,0:03:55.73,Default,,0000,0000,0000,,and the way it was produced.
Dialogue: 0,0:03:55.75,0:03:57.02,Default,,0000,0000,0000,,By producing evidence
Dialogue: 0,0:03:57.04,0:04:00.81,Default,,0000,0000,0000,,for a specific sustainability\Nor ethical production claim.
Dialogue: 0,0:04:00.83,0:04:03.68,Default,,0000,0000,0000,,So for example, in the case of the fish,
Dialogue: 0,0:04:03.71,0:04:07.60,Default,,0000,0000,0000,,has this fish been caught in an area\Nwhere there's enough of them,
Dialogue: 0,0:04:07.62,0:04:09.64,Default,,0000,0000,0000,,so that it's sustainable\Nto catch it there
Dialogue: 0,0:04:09.67,0:04:12.35,Default,,0000,0000,0000,,and not in a marine protected area?
Dialogue: 0,0:04:12.38,0:04:13.73,Default,,0000,0000,0000,,So what we're doing here
Dialogue: 0,0:04:13.75,0:04:17.64,Default,,0000,0000,0000,,is we're taking almost real-time\NGPS data from the ship --
Dialogue: 0,0:04:17.67,0:04:19.18,Default,,0000,0000,0000,,the ship that's fishing --
Dialogue: 0,0:04:19.21,0:04:21.43,Default,,0000,0000,0000,,and that tells us where the ship is
Dialogue: 0,0:04:21.46,0:04:24.02,Default,,0000,0000,0000,,and where it's going at what speed.
Dialogue: 0,0:04:24.04,0:04:27.18,Default,,0000,0000,0000,,And we can then combine that\Nwith other types of data,
Dialogue: 0,0:04:27.21,0:04:29.98,Default,,0000,0000,0000,,like, for example,\Nhow deep the sea floor is.
Dialogue: 0,0:04:30.00,0:04:32.64,Default,,0000,0000,0000,,And combining all of this information,
Dialogue: 0,0:04:32.67,0:04:36.81,Default,,0000,0000,0000,,our machine-learning algorithms\Ncan then verify, in an automated way,
Dialogue: 0,0:04:36.83,0:04:40.62,Default,,0000,0000,0000,,whether the ship is only fishing\Nwhere it's supposed to, or not.
Dialogue: 0,0:04:41.88,0:04:44.43,Default,,0000,0000,0000,,And as sensors become cheaper,
Dialogue: 0,0:04:44.46,0:04:46.48,Default,,0000,0000,0000,,we can put them in more places.
Dialogue: 0,0:04:46.50,0:04:48.85,Default,,0000,0000,0000,,And that means we can capture more data,
Dialogue: 0,0:04:48.88,0:04:51.68,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: 0,0:04:55.00,0:04:59.02,Default,,0000,0000,0000,,specific sustainability\Nand ethical production claims
Dialogue: 0,0:04:59.04,0:05:03.23,Default,,0000,0000,0000,,in an automated, real-time\Nand ongoing manner.
Dialogue: 0,0:05:03.25,0:05:07.39,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: 0,0:05:12.71,0:05:14.73,Default,,0000,0000,0000,,so that we can truly say
Dialogue: 0,0:05:14.75,0:05:17.48,Default,,0000,0000,0000,,that the claim that we've verified\Nabout a certain product
Dialogue: 0,0:05:17.50,0:05:20.48,Default,,0000,0000,0000,,actually belongs\Nto that individual product
Dialogue: 0,0:05:20.50,0:05:23.02,Default,,0000,0000,0000,,that we as consumers\Nhave right in front of us.
Dialogue: 0,0:05:23.04,0:05:26.35,Default,,0000,0000,0000,,Because without\Nthat level of traceability,
Dialogue: 0,0:05:26.38,0:05:29.23,Default,,0000,0000,0000,,all that we've really\Nverified in the first place
Dialogue: 0,0:05:29.25,0:05:32.10,Default,,0000,0000,0000,,is that somebody, somewhere, at some point
Dialogue: 0,0:05:32.12,0:05:34.43,Default,,0000,0000,0000,,caught a fish in a sustainable way,
Dialogue: 0,0:05:34.46,0:05:39.35,Default,,0000,0000,0000,,or didn't harm the employee\Nwhen asking them to produce a T-shirt,
Dialogue: 0,0:05:39.38,0:05:44.21,Default,,0000,0000,0000,,or didn't use pesticides when growing\Na vegetable that didn't actually need it.
Dialogue: 0,0:05:45.29,0:05:49.23,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: 0,0:05:55.67,0:05:57.98,Default,,0000,0000,0000,,by producing it in the right way
Dialogue: 0,0:05:58.00,0:05:59.58,Default,,0000,0000,0000,,truly stay with it.
Dialogue: 0,0:06:01.54,0:06:04.14,Default,,0000,0000,0000,,Now, I've talked about cheaper sensors.
Dialogue: 0,0:06:04.17,0:06:06.64,Default,,0000,0000,0000,,There are many other\Ntechnological developments
Dialogue: 0,0:06:06.67,0:06:10.89,Default,,0000,0000,0000,,that make all of this much more possible\Ntoday than every before.
Dialogue: 0,0:06:10.92,0:06:13.88,Default,,0000,0000,0000,,For example, the falling costs of tags.
Dialogue: 0,0:06:14.79,0:06:17.85,Default,,0000,0000,0000,,You give a product a name,
Dialogue: 0,0:06:17.88,0:06:19.89,Default,,0000,0000,0000,,a serial number, an identity,
Dialogue: 0,0:06:19.92,0:06:22.10,Default,,0000,0000,0000,,the tag is its passport.
Dialogue: 0,0:06:22.12,0:06:25.43,Default,,0000,0000,0000,,What you can see here\Nis a toothfish being caught.
Dialogue: 0,0:06:25.46,0:06:27.77,Default,,0000,0000,0000,,This is what's called a longline fishery,
Dialogue: 0,0:06:27.79,0:06:32.02,Default,,0000,0000,0000,,so the fish are coming up\Nonto the boat on individual hooks.
Dialogue: 0,0:06:32.04,0:06:34.31,Default,,0000,0000,0000,,And as soon as the fish is on board,
Dialogue: 0,0:06:34.33,0:06:36.60,Default,,0000,0000,0000,,it is killed, and then after that,
Dialogue: 0,0:06:36.62,0:06:40.06,Default,,0000,0000,0000,,we insert a small tag\Ninto the fish's flesh.
Dialogue: 0,0:06:40.08,0:06:44.60,Default,,0000,0000,0000,,And in that tag, there is an RFID chip\Nwith a unique serial number,
Dialogue: 0,0:06:44.62,0:06:47.64,Default,,0000,0000,0000,,and that tag follows the fish\Nthroughout the whole supply chain
Dialogue: 0,0:06:47.67,0:06:49.85,Default,,0000,0000,0000,,and makes it really easy\Nto sense its presence
Dialogue: 0,0:06:49.88,0:06:53.39,Default,,0000,0000,0000,,at any port, on any truck\Nor in any processing plant.
Dialogue: 0,0:06:53.42,0:06:56.68,Default,,0000,0000,0000,,But consumers can't really read RFID tags.
Dialogue: 0,0:06:56.71,0:07:00.93,Default,,0000,0000,0000,,And so, when it comes to filleting\Nand packaging the fish,
Dialogue: 0,0:07:00.96,0:07:03.85,Default,,0000,0000,0000,,we read the RFID tag and then remove it.
Dialogue: 0,0:07:03.88,0:07:08.10,Default,,0000,0000,0000,,And then we add a unique QR code\Nto the packaging of the fish.
Dialogue: 0,0:07:08.12,0:07:12.60,Default,,0000,0000,0000,,And that QR code then points back\Nto the same information
Dialogue: 0,0:07:12.62,0:07:15.38,Default,,0000,0000,0000,,that we've verified about the fish\Nin the first place.
Dialogue: 0,0:07:17.08,0:07:20.93,Default,,0000,0000,0000,,And so, depending on the type\Nof product that we're working with,
Dialogue: 0,0:07:20.96,0:07:24.73,Default,,0000,0000,0000,,we may use QR codes, bar codes, RFID tags
Dialogue: 0,0:07:24.75,0:07:26.52,Default,,0000,0000,0000,,or other tag technologies.
Dialogue: 0,0:07:26.54,0:07:28.64,Default,,0000,0000,0000,,But there are also technologies
Dialogue: 0,0:07:28.67,0:07:31.06,Default,,0000,0000,0000,,that are at the brink\Nof large-scale breakthrough
Dialogue: 0,0:07:31.08,0:07:33.06,Default,,0000,0000,0000,,that make tags themselves obsolete.
Dialogue: 0,0:07:33.08,0:07:34.68,Default,,0000,0000,0000,,Like, for example,
Dialogue: 0,0:07:34.71,0:07:37.43,Default,,0000,0000,0000,,analyzing a product for trace elements
Dialogue: 0,0:07:37.46,0:07:40.98,Default,,0000,0000,0000,,that can then tell you quite accurately\Nwhere it is actually from.
Dialogue: 0,0:07:41.00,0:07:42.39,Default,,0000,0000,0000,,Then there's blockchain.
Dialogue: 0,0:07:42.42,0:07:47.23,Default,,0000,0000,0000,,A decentralized technology\Ncan act as a catalyst for this revolution.
Dialogue: 0,0:07:47.25,0:07:51.02,Default,,0000,0000,0000,,Because it can help mitigate\Nsome of the trust issues
Dialogue: 0,0:07:51.04,0:07:54.52,Default,,0000,0000,0000,,that are inherent\Nto giving people information
Dialogue: 0,0:07:54.54,0:07:57.73,Default,,0000,0000,0000,,and then asking them\Nto change their consumption behavior
Dialogue: 0,0:07:57.75,0:08:00.10,Default,,0000,0000,0000,,because of that information.
Dialogue: 0,0:08:00.12,0:08:02.81,Default,,0000,0000,0000,,And so, we use blockchain technology
Dialogue: 0,0:08:02.83,0:08:06.06,Default,,0000,0000,0000,,where it adds value to what we're doing.
Dialogue: 0,0:08:06.08,0:08:07.35,Default,,0000,0000,0000,,But importantly,
Dialogue: 0,0:08:07.38,0:08:10.52,Default,,0000,0000,0000,,we don't let the limitations\Nthat this technology still has today,
Dialogue: 0,0:08:10.54,0:08:12.60,Default,,0000,0000,0000,,like, for example,\Nwith regards to scaling,
Dialogue: 0,0:08:12.62,0:08:14.60,Default,,0000,0000,0000,,we don't let that stand in our way.
Dialogue: 0,0:08:14.62,0:08:17.10,Default,,0000,0000,0000,,And that brings us to the third point.
Dialogue: 0,0:08:17.12,0:08:18.39,Default,,0000,0000,0000,,Share.
Dialogue: 0,0:08:18.42,0:08:22.27,Default,,0000,0000,0000,,How to share the information\Nthat we've verified and tracked
Dialogue: 0,0:08:22.29,0:08:25.10,Default,,0000,0000,0000,,about where a product is from,\Nhow it was produced
Dialogue: 0,0:08:25.12,0:08:27.60,Default,,0000,0000,0000,,and how it got to where it is?
Dialogue: 0,0:08:27.62,0:08:29.56,Default,,0000,0000,0000,,How to share this information
Dialogue: 0,0:08:29.58,0:08:32.43,Default,,0000,0000,0000,,is really different\Nfrom product to product.
Dialogue: 0,0:08:32.46,0:08:34.77,Default,,0000,0000,0000,,And different from where you buy it.
Dialogue: 0,0:08:34.79,0:08:37.35,Default,,0000,0000,0000,,You behave differently\Nin those situations.
Dialogue: 0,0:08:37.38,0:08:41.02,Default,,0000,0000,0000,,You are stressed and time-poor\Nin the supermarket.
Dialogue: 0,0:08:41.04,0:08:43.31,Default,,0000,0000,0000,,Or with short attention span over dinner,
Dialogue: 0,0:08:43.33,0:08:45.52,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: 0,0:08:48.58,0:08:51.75,Default,,0000,0000,0000,,when researching\Nfor a larger purchase online.
Dialogue: 0,0:08:52.75,0:08:54.35,Default,,0000,0000,0000,,And so for our fish,
Dialogue: 0,0:08:54.38,0:08:57.31,Default,,0000,0000,0000,,we've developed a digital experience
Dialogue: 0,0:08:57.33,0:09:03.10,Default,,0000,0000,0000,,that works when buying the fish\Nin a freezer in a fish specialty store
Dialogue: 0,0:09:03.12,0:09:06.93,Default,,0000,0000,0000,,and that gives you all of the information\Nabout the fish and its journey.
Dialogue: 0,0:09:06.96,0:09:09.60,Default,,0000,0000,0000,,But we also worked with a restaurant
Dialogue: 0,0:09:09.62,0:09:12.60,Default,,0000,0000,0000,,and developed a different\Ndigital experience
Dialogue: 0,0:09:12.62,0:09:16.18,Default,,0000,0000,0000,,that only summarizes the key facts\Nabout the fish and its journey,
Dialogue: 0,0:09:16.21,0:09:18.64,Default,,0000,0000,0000,,and works better in a dinner setting
Dialogue: 0,0:09:18.67,0:09:22.23,Default,,0000,0000,0000,,and, hopefully, there\Ndoesn't annoy your date too much.
Dialogue: 0,0:09:22.25,0:09:24.60,Default,,0000,0000,0000,,Now, that brings us full circle.
Dialogue: 0,0:09:24.62,0:09:27.64,Default,,0000,0000,0000,,We've verified that the fish was caught
Dialogue: 0,0:09:27.67,0:09:30.64,Default,,0000,0000,0000,,in an area where\Nit's sustainable to do so.
Dialogue: 0,0:09:30.67,0:09:33.27,Default,,0000,0000,0000,,We've then traced it throughout\Nthe entire supply chain
Dialogue: 0,0:09:33.29,0:09:37.39,Default,,0000,0000,0000,,to maintain its identity and all\Nthe information that's attached to it.
Dialogue: 0,0:09:37.42,0:09:39.98,Default,,0000,0000,0000,,And then, we've shared\Nthat information with consumers
Dialogue: 0,0:09:40.00,0:09:41.81,Default,,0000,0000,0000,,in a way that gives them a choice
Dialogue: 0,0:09:41.83,0:09:43.98,Default,,0000,0000,0000,,and lets them make consumption decisions
Dialogue: 0,0:09:44.00,0:09:46.54,Default,,0000,0000,0000,,that are more in line with their values.
Dialogue: 0,0:09:47.54,0:09:51.64,Default,,0000,0000,0000,,Now, for this fish example,\Nthis is already rolled out at scale.
Dialogue: 0,0:09:51.67,0:09:52.93,Default,,0000,0000,0000,,This season,
Dialogue: 0,0:09:52.96,0:09:56.52,Default,,0000,0000,0000,,the entire fleet of the world's largest\Ntoothfish fishing company,
Dialogue: 0,0:09:56.54,0:09:57.89,Default,,0000,0000,0000,,Austral Fisheries,
Dialogue: 0,0:09:57.92,0:10:00.77,Default,,0000,0000,0000,,is tagging every single fish\Nthat they catch
Dialogue: 0,0:10:00.79,0:10:04.12,Default,,0000,0000,0000,,and that ends up in their premium\Nbranded "Glacier 51" product.
Dialogue: 0,0:10:05.21,0:10:07.35,Default,,0000,0000,0000,,And you can already buy this fish.
Dialogue: 0,0:10:07.38,0:10:11.27,Default,,0000,0000,0000,,And with it, you can have all\Nof the information I talked about today,
Dialogue: 0,0:10:11.29,0:10:12.77,Default,,0000,0000,0000,,and much more,
Dialogue: 0,0:10:12.79,0:10:17.04,Default,,0000,0000,0000,,attached to each individual fish\Nor portion of the fish that you may buy.
Dialogue: 0,0:10:18.58,0:10:22.64,Default,,0000,0000,0000,,But this is not a fish or seafood thing.
Dialogue: 0,0:10:22.67,0:10:25.85,Default,,0000,0000,0000,,We're working on many, many\Ndifferent commodities and products
Dialogue: 0,0:10:25.88,0:10:28.27,Default,,0000,0000,0000,,and their supply chains across the globe.
Dialogue: 0,0:10:28.29,0:10:30.89,Default,,0000,0000,0000,,From dairy to fruit and vegetables,
Dialogue: 0,0:10:30.92,0:10:33.68,Default,,0000,0000,0000,,to nonfood products made out of wood.
Dialogue: 0,0:10:33.71,0:10:38.23,Default,,0000,0000,0000,,As a consumer, all of this\Nmay sound like a huge burden,
Dialogue: 0,0:10:38.25,0:10:41.77,Default,,0000,0000,0000,,because you don't have time\Nto look at all of this information
Dialogue: 0,0:10:41.79,0:10:44.27,Default,,0000,0000,0000,,every time you buy something.
Dialogue: 0,0:10:44.29,0:10:46.02,Default,,0000,0000,0000,,And I don't expect you to,
Dialogue: 0,0:10:46.04,0:10:49.14,Default,,0000,0000,0000,,because you'll have help with that.
Dialogue: 0,0:10:49.17,0:10:54.52,Default,,0000,0000,0000,,In the future, we'll leave the decision\Nof which specific product to buy
Dialogue: 0,0:10:54.54,0:10:56.73,Default,,0000,0000,0000,,increasingly up to machines.
Dialogue: 0,0:10:56.75,0:10:58.98,Default,,0000,0000,0000,,An algorithm will know enough about you
Dialogue: 0,0:10:59.00,0:11:03.48,Default,,0000,0000,0000,,to make those decisions for you,\Nso you don't have to.
Dialogue: 0,0:11:03.50,0:11:06.35,Default,,0000,0000,0000,,And maybe it will even do\Na better job at it.
Dialogue: 0,0:11:06.38,0:11:08.81,Default,,0000,0000,0000,,In a recent study, 85 percent of those
Dialogue: 0,0:11:08.83,0:11:11.85,Default,,0000,0000,0000,,buying a product\Nthrough a virtual assistant
Dialogue: 0,0:11:11.88,0:11:13.68,Default,,0000,0000,0000,,said that they, on occasion,
Dialogue: 0,0:11:13.71,0:11:16.06,Default,,0000,0000,0000,,actually went with the top\Nproduct recommendation
Dialogue: 0,0:11:16.08,0:11:17.35,Default,,0000,0000,0000,,of that virtual assistant,
Dialogue: 0,0:11:17.38,0:11:19.43,Default,,0000,0000,0000,,rather than the specific product or brand
Dialogue: 0,0:11:19.46,0:11:22.18,Default,,0000,0000,0000,,that they set out\Nto buy in the first place.
Dialogue: 0,0:11:22.21,0:11:24.02,Default,,0000,0000,0000,,You just say you need toilet paper,
Dialogue: 0,0:11:24.04,0:11:28.48,Default,,0000,0000,0000,,it's then an algorithm that decides\Nwhich brand, price point
Dialogue: 0,0:11:28.50,0:11:31.56,Default,,0000,0000,0000,,or whether you go with recycled or not.
Dialogue: 0,0:11:31.58,0:11:35.81,Default,,0000,0000,0000,,Well, nowadays this is usually based\Non what you bought in the past,
Dialogue: 0,0:11:35.83,0:11:40.02,Default,,0000,0000,0000,,or whoever pays the most to the company\Nbehind the virtual assistant.
Dialogue: 0,0:11:40.04,0:11:44.46,Default,,0000,0000,0000,,But why shouldn't that be also\Nbased on your values?
Dialogue: 0,0:11:45.62,0:11:48.18,Default,,0000,0000,0000,,Knowing that you want\Nto buy planet-friendly
Dialogue: 0,0:11:48.21,0:11:53.68,Default,,0000,0000,0000,,and knowing whether and how much\Nyou're willing and able to pay for that.
Dialogue: 0,0:11:53.71,0:11:57.23,Default,,0000,0000,0000,,Now, that will make it easy and seamless,
Dialogue: 0,0:11:57.25,0:11:59.52,Default,,0000,0000,0000,,but still based\Non granular effects and data
Dialogue: 0,0:11:59.54,0:12:01.60,Default,,0000,0000,0000,,to choose the right products.
Dialogue: 0,0:12:01.62,0:12:03.85,Default,,0000,0000,0000,,Not by necessarily doing it yourself
Dialogue: 0,0:12:03.88,0:12:06.18,Default,,0000,0000,0000,,but by asking an algorithm
Dialogue: 0,0:12:06.21,0:12:09.77,Default,,0000,0000,0000,,that knows how much you care\Nabout this planet.
Dialogue: 0,0:12:09.79,0:12:11.77,Default,,0000,0000,0000,,Not by necessarily doing it yourself
Dialogue: 0,0:12:11.79,0:12:13.89,Default,,0000,0000,0000,,but by asking an algorithm
Dialogue: 0,0:12:13.92,0:12:16.71,Default,,0000,0000,0000,,that is never time-poor or distracted,
Dialogue: 0,0:12:17.79,0:12:21.60,Default,,0000,0000,0000,,or with short attention span\Nbecause of the cute date,
Dialogue: 0,0:12:21.62,0:12:24.35,Default,,0000,0000,0000,,and that knows how much\Nyou care about this planet
Dialogue: 0,0:12:24.38,0:12:25.81,Default,,0000,0000,0000,,and the people living on it,
Dialogue: 0,0:12:25.83,0:12:29.68,Default,,0000,0000,0000,,by asking that algorithm to look\Nat all of that information for you
Dialogue: 0,0:12:29.71,0:12:31.21,Default,,0000,0000,0000,,and to decide for you.
Dialogue: 0,0:12:32.50,0:12:36.68,Default,,0000,0000,0000,,If we have reliable\Nand trustworthy information like that
Dialogue: 0,0:12:36.71,0:12:39.18,Default,,0000,0000,0000,,and the right systems that make use of it,
Dialogue: 0,0:12:39.21,0:12:42.56,Default,,0000,0000,0000,,consumers will support those\Nwho are doing the right thing
Dialogue: 0,0:12:42.58,0:12:46.68,Default,,0000,0000,0000,,by producing products\Nin a sustainable and ethical way.
Dialogue: 0,0:12:46.71,0:12:48.73,Default,,0000,0000,0000,,They will support them every time
Dialogue: 0,0:12:48.75,0:12:51.08,Default,,0000,0000,0000,,by choosing their goods over others.
Dialogue: 0,0:12:52.04,0:12:56.98,Default,,0000,0000,0000,,And that means that goods,\Nproducers and processors and retailers
Dialogue: 0,0:12:57.00,0:12:58.27,Default,,0000,0000,0000,,will get rewarded.
Dialogue: 0,0:12:58.29,0:13:02.64,Default,,0000,0000,0000,,And bad actors will be forced\Nto adjust their practices
Dialogue: 0,0:13:02.67,0:13:04.54,Default,,0000,0000,0000,,or get out of business.
Dialogue: 0,0:13:05.33,0:13:06.98,Default,,0000,0000,0000,,And we need that.
Dialogue: 0,0:13:07.00,0:13:10.77,Default,,0000,0000,0000,,If we want to continue to live together\Non this beautiful planet,
Dialogue: 0,0:13:10.79,0:13:12.64,Default,,0000,0000,0000,,we really need it.
Dialogue: 0,0:13:12.67,0:13:13.93,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:13:13.96,0:13:16.46,Default,,0000,0000,0000,,(Applause)