Emerging technologies and creativity: a relationship for success

After several years of ongoing global instability, people are gaining greater access to emerging technologies - including artificial intelligence (AI), web3 and tokenization - which is fueling the next generation of creativity, community and data privacy. .

In turn, companies and leaders must prepare for shifts in business models due to changing customer behaviors as they increasingly find value in new emerging technologies, Accenture's Accenture Life Trends 2023 report forecasts. .

From learning to live in the ongoing crisis to increasingly seeking to belong to online communities, missing the intangible benefits of work and using emerging technologies such as Artificial Intelligence (AI) to accelerate creativity, the landscape of everyday life is changing. has seen much altered. This shift will push companies and leaders to operate in radically new landscapes, the report further cites.

The annual forecast includes the following trends and actions:

1. We are in a permanent crisis, but we will adapt. The world is transitioning from one global catastrophe to the next. But, as humanity has done for millennia, people adapt to instability by switching between four responses: fight, flight, focus and freeze, which will affect what they buy and how they view brands and their employers, and companies must be prepared.

2. In an unstable world, people look for places where they feel identified. As a result, modern brands will first be built as communities, reconfiguring brand loyalty and engagement. Emerging technology is largely driving the three common threads that make this model possible: Belonging Communities: On platforms like Reddit, Discord, and Twitch; Token-gating: exclusive access reserved only for "token holders"; Collectibles: digital arts, autographs, trading cards, etc.

3. The importance of the intangibles of work. Everyone has felt the loss of the intangible benefits of the office, such as chance encounters and constant close guidance from young talent. Now the consequences of this loss are becoming apparent. Without in-person engagement, companies may miss out on mentorship, innovation, culture, and inclusion.

4. Artificial Intelligence is now in the hands of the everyday user and is a new tool for the creative process. Suddenly, neural networks have gone mainstream to create language, images, and music with very little effort or skill. Companies must consider how to stand out in the sea of content generated by AI and how to use it to improve the speed and originality of innovation.

5. The use, and misuse, of personal data is long overdue for transformation. Transparency and trust in online brand experiences are rapidly declining in tandem. But control of your data could soon revert to the user. Digital wallets containing tokens (representing payment methods, identity documents, loyalty cards, etc.) will allow people to decide how much data they share with, and even sell, to organizations. This is great news for brands: the data that people give up will be even more valuable than the third-party information that is no longer collected in a cookieless world.

In their roles as leaders, workers, customers, consumers, and creators, people look for ways to regain control. The results will look different - a new picture of progress - from what we have seen before thanks to changes in attitudes and the maturation of technology, Accenture points out.