- Humans have more room to be human
Artificial Intelligence will fundamentally alter what it means to be human in this world. As algorithms automate away routine decision-making, people will see both an increase for time they have for tasks around critical thinking and creativity, as well as an increase in what they can do with that time.
With autonomous vehicles, it’s easy to imagine a future where consumers do not spend time physically driving a car or scheduling a pick-up. These actions will be automated based on behavioural patterns and work routines, leaving time and space for “higher order thinking.”
Car manufacturers and ride-sharing companies are challenged to reinvent the space within the vehicle based on how users will want to spend their time, when attention at the wheel is no longer required. Will users want to be entertained, do work, sleep, or socialise? Businesses within the autonomous vehicle space will need to rethink the transportation experience according to how users want to spend this time.
- Be everywhere as data is everywhere
Shared data will enable platforms to communicate easily with one another, allowing user preferences to translate across devices and applications. The best consumer solutions will be those that effectively make use of all available customer data in a safe and secure manner to create comprehensive customer profiles and to accurately predict their needs. There are a growing number of personalised products in the market that are the result of individual consumers’ aggregate purchasing and browsing data.
As predictive analytic technology becomes more complex, companies will be able to create ideal products for each consumer before consumers can even request them. Customers will become accustomed to, and demand, applications that understand their preferences seamlessly. Those who can act will leave behind organisations that do not embrace data openness on quality consumer insights from sources both within and outside of their walls.
- Connectivity instantly powers your own adventure
Beyond YouTube and Snapchat, consumers will use newer technologies like augmented and virtual reality, haptic feedback for sensory experiences, and algorithmic storytelling. As consumer demand for these immersive interactions increase, underlying network and infrastructure will require more strength.
AI has three major impacts on connectivity networks: 1) it allows for accurate traffic and pattern analysis to troubleshoot problems as they occur, in turn allowing for 2) a constant state of connectivity that’s optimised for any experience across any set of devices, and 3) pulls disparate information from multiple channels to simplify and quickly contextualise what users need.
Intelligent networks will be able to predict network optimisation demands and grid failures before they occur, and proactively implement solutions so that the consumer never experiences the problem. The resulting state of robust connectivity will allow brands to make use of real-time user data to produce more relevant experiences both on devices and between devices. Imagine a world where media platforms instantaneously update contextual user preferences across devices without having to ask for user input at any point. Voice-enabled devices pick up cues quickly and execute seamlessly on the optimised connection network. Televisions predict what you want to watch before you even turn them on. With the help of AI, the end-user experience will be a smooth interaction across applications and devices.
- Consumers go from one click to zero click
Experts predict that in five years, 85 per cent of business relationships with consumers will be managed without human interaction.
Consumers will no longer need to change their daily schedules or patterns of communication in order to get what they need from their favourite brands. Due to a deep comprehension of the customer, brands will provide sublime experiences catered to users’ behavioural patterns. Everything from shopping to driving will draw from user behavior to become highly pertinent and personalised to the end consumer. Intelligent prediction and optimisation will allow the consumer to feel that each branded product or experience is made just for them.
Brands will act as “personal concierges” for a consumer’s needs, knowing what they want and how and when they want it before the consumer has to say anything at all.
- Ethical AI controls for bias
The ethical impact of AI and automation is far-reaching. One aspect corporations and institutional developers have direct control over is bias mitigation within their datasets and applied algorithms. In order to make AI work for all of society, application and platform developers will have to become conscious of the ways unmonitored data sets can aggregate and apply traditional human biases such as racism and sexism, and work towards mitigating these effects in the long term.
As Tim Chang of the Mayfield Fund notes, “There are probably going to be data ethics teams within companies — that will be a job requisition out there soon.”
Diverse teams truly capable of understanding the impact of bias mitigation will become the norm as corporations develop experiences that benefit consumers from all corners of the globe.
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