What's Hot 2019
The mental models that underpin industries, businesses and their systems are rapidly unravelling. The confluence of technological change and shifting human behaviour has led to a focus on digital transformation. Whilst such a focus may be understandable and even a prerequisite for future success, it is by no means sufficient by itself and the importance accorded to digital may even be impeding further change. Digital is often conceived as a project with a fixed destination but should be seen as an evolving process. The next stage of this process has already appeared; the digital age is already evolving into the intelligent age.
The danger of suggesting evolution, despite the common drivers and traits to digital and intelligent ages, is to assume continuity. We are entering an era where we can no longer pick the top three of five transformational technologies, since the synergies of artificial intelligence and data across a range of technologies mean we must consider things simultaneously.
Artificial intelligence and automation are increasingly common across a range of other emerging technologies. Everything is becoming A.I and A.I is becoming everything. The blurring of ‘tech silos’ represents an entirely new way of thinking and requires new forms of organisation, leadership and culture[i]. Doing different things and the creation of new models will result as people – as consumers and workers - are demanding them.
Research suggests that by 2025, 30 percent of global GDP will be represented by ecosystems[ii]. As a result, technologies are already shifting from plug and pay accessories to a new way of connecting people, data, companies and gadgets. Customer experience will continue to be driven by technology and many technologies are adapted towards measurable customer experience. In an environment characterized by ongoing and accelerating tech driven change, the need to refocus back on purpose, and even higher purpose, is pressing. This focus can blend new partners, methods, structures and business models together. This promises to be more effective than simply defining the rules of engagement.
As we become more networked in the intelligent age, the brand will become one of the few things a business truly owns. Trust therefore becomes the key currency for organisations to build and maintain. Choosing what to do with these technologies, how to link them strategically and how they benefit consumers will become critical in how consumers perceive organisations.