Imagine that we’re living in 2030. Now try to imagine how different things will be. Do you picture flying cars, supersonic travel, robots walking among us, spending big parts of our days in the metaverse?
Perhaps.
But it seems more likely that many of the technological trends expected to be broadly adopted by 2030 are playing out today.
And that’s especially true because of the disruptions of the past two years. When the world shifted to working, learning and doing everything from home for a prolonged period, timetables for future technology adoption were accelerated. After years of dragging their metaphorical feet, businesses everywhere had to finally become digital to meet the overnight shifts in customer and employee needs and expectations.
With that in mind, let’s take a look at 10 technology-related events of the past year that will reshape the trajectory of businesses and markets for years to comeThere’s a new type of consumer out there—who I call “Generation Novel”—born out of the disruption of the novel coronavirus. Due to many months of lockdown, consumers had to learn how to become digital-first in basically all aspects their lives—including the way they work, learn, buy, relax, and connect with friends and loved ones. In doing so, customers forever changed how they shop and make decisions, what they value, and which brands earn their attention and loyalty. Businesses of all sizes and in all industries will now need to quickly re-evaluate the customer experiences they offer, and pivot to meeting the changing demands of this new generation.
2. Big tech under the microsco
When former Facebook employee Frances Haugen blew the whistle on Facebook’s inability to contain, and perhaps its enabling of, harmful engagement on its platforms, many government and business leaders and users seemed to finally agree that enough is enough. It became clear that users were both the product and guinea pigs for technology’s menacing algorithms. When we look back on this year, we may very well see it as the end of big tech regulating itself. User safety and network accountability, not user engagement, is crucial for the long-term viability of digital and real-world societies. Web 3.0 and a more open, collaborative and accountable paradigm promises to change online interaction for the better.peChatbots add the human touch
The pandemic-led boom in online commerce also meant a boom in the adoption of chatbots for e-commerce and customer service. Most chatbots, however, deliver less-than-desired customer experiences. But humanized digital “people,” powered by artificial intelligence, has begun to change that. For example, Nestlé developed “Ruth,” a virtual cookie coach, in partnership with Soul Machines, to personally serve the increasing volume of customers seeking help with baking cookies during the pandemic. These intelligent, virtual representatives will be a post-pandemic mainstay, offering companies the ability to add a new face to customer service, delivering 24/7 personalized, personable and entertaining experiences.
6. Supply chains lose the human touch
In 2021, businesses in the U.S. struggled through supply-change challenges. One problem was that critical decisions in supply-chain logistics are still largely made by humans who aren’t equipped to manage vast volumes of data generated across internal and external partner systems. We’re beginning to see more companies apply artificial intelligence to recommend and even make decisions to optimize supply chains, reduce costs and waste, and avoid future disruptions.
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