- Technology Everywhere, for Everyone
Artificial Intelligence (AI) is, each time more and more, present in people’s daily life, on the smartphone, on the PC, at home, on jobs. Robotized devices, as vacuum cleaners or other personal robots, and personal assistants start to be used; automated factories substitute humans in repetitive tasks.
AI begins to be ubiquitous, covering all aspect of private and business life.
- Artificial Intelligence impacting heavily Healthcare, Medicine and Education
Largest impacts expected in healthcare and education. From increased personalized medicine, to AI-driven new pharmaceuticals, to robot surgery, augmenting physicians acts and practice, to the disruption of traditional learning techniques, also allowing personalized and more creative education.
Industries start to implement AI techniques, for smart manufacturing and for the surveillance and guidance of factory equipment.
- A leap into Agentic, closer to Artificial General Intelligence (AGI)
Open AI’s Aio3, Google’s Gemini 2.0 Flash, DeepSeek R1 and Alibaba Qwen 2.5 Max, recently launches, took serious steps into Artificial General Intelligence, whatever it might mean.
New multifunctional models, not only process environmental information but also, surpass their pre-trained data, “think and decide”, giving their best answer to questions asked by users.
- Ethics, Privacy. AI for Good
As every technology, AI can be used for the good and for the bad. From computer scientists, to software developers, and to governments, everyone has to be aware of its potential misuses.
Ethics, privacy, transparence and cybersecurity, begin to be major concerns for governments, international institutions and companies.
Strict regulation is expected from authorities of the different countries, and international organizations, in order to assure AI for Good.
- Sustainable-driven, and brands with purpose
Brands have to adapt permanently to customer’s interests and feelings. Citizens value brands’ citizenship, that pursue a social purpose, following sustainable policies and being helpful to support community problems, diversity and inclusion.
- Real-time flexible and agile marketing
Taking into account the level of information and intervention capability that consumers have, brands and companies have to be flexible, adapting to their real-time changing needs. Following-up customers journeys, augmented by algorithmic and AI-powered marketing, companies can adjust their best actions and response to customers’ needs, using available technology and digital solutions.
- Internet-of-Everything, Everywhere
Internet started to be accessible everywhere in the world, in the large city, up the highest mountain, or in the middle of the desert.
The Internet-of Things covers devices and instruments in industry (new smart factories), agriculture (crop control), cities (traffic management and control), private homes and offices, becoming The Internet-of-Everything.
- Pull, not push. Death of traditional advertising
Consumers do not like to be “pushed” to buying products. People are fed up with traditional invasive, mass media unpersonal advertising, being faced with communication that has nothing to do with their needs of the moment.
Consumers are opened to ads that are impactful, personalized and engaging, but also relevant to them.
- Virtual, Augmented and Extended/Mixed Reality/Metaverse
Following Apple Vision Pro and other VR equipment, new hardware devices, simpler, lighter, more ergonomic, at a lower price are expected, to create the conditions to a larger expansion and use of Mixed Reality.
Brands have to follow their clients, being present in the platforms where they are, providing them interactive and immersive experiences.
In medicine, wearables and digital twins support better learning, and follow-up of patients, and projects. In automotive industries and others, VR and AR helps training and systems maintenance.
- H2H marketing
The buying decision process is a rather complex one, therefore marketers have to understand, holistically, the overall behavior, the needs and interests of customers, in every moment.
Consumers have, consequently, to be treated as Persons, on a Human-2 Human and personalized relationship basis, not only as targeted consumers.
Carlos Manuel de Oliveira
Humantech Marketing Futures Researcher
February 2025
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