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HOW IS TECHNOLOGY AFFECTING OUR CULTURE?

Home » Performance » How is technology affecting our culture?

23
March 2023
Categorized in: Performance, Strategy

Blockchain, drones, IoT, robots, VR, AR, MR, etc. All these new technologies
surround us or are already part of our daily lives.

Let’s see how companies can take advantage of this wave of innovation for a
better customer experience across channels.


THE UBIQUITY OF DIGITAL TECHNOLOGY IN OUR LIVES


PERSONAL ASSISTANTS

Today, there are digital personal assistants who are capable of doing everything
a human assistant could do. They are able to constantly interpret everything
they hear. They can easily order a movie ticket, a taxi or answer questions.
This recognition of natural language is also found in Google’s Earbuds, which
are able to perform live translations.


FACIAL RECOGNITION:

Do you remember Iris, launched by Samsung? Apple followed up with facial
recognition in late 2017. The Face ID system installed on the iPhone X makes it
possible to detect the user’s face even in the dark. All this thanks to a
network of artificial neurons on the phone’s chip.


IMAGE RECOGNITION

The Google Pixel 2 smartphone, released at the end of 2017, was already equipped
with the Google Lens service, allowing it to recognize objects, animals and
monuments. Once it has recognized the scanned item, it can display information
related to it. Local image search on Android or iPhone is also very efficient,
regardless of the search theme.


“SMART” APPLICATIONS

Seeing AI, is an application able to describe to the user what the camera sees.
Microsoft has developed this tool to make life easier for visually impaired
people. The long-term goal is to increase our senses tenfold on a daily basis,
thanks in particular to artificial intelligence.


MUSIC CREATION

AI is now taking an interest in all sectors, such as music. EPFL has presented
an AI system capable of composing a melody from A to Z. The program uses a large
database of existing music, analyzes the scores note by note, their duration and
their sequence in order to be able to propose original creations.

Read also:
→ Beauty Meets Technology: The Future of Connected Beauty and Skincare

 


2.THE IMPACT OF TECHNOLOGY ON OUR DAILY LIVES

Today, technological innovations are unavoidable and are becoming a source of
opportunities for companies to seize.

Every year, new and more innovative features force companies in all sectors to
adapt quickly and adopt a more fluid approach. This may require the creation of
teams dedicated to digital transformation in large companies, to be always at
the forefront of innovation.


 HIGH EXPECTATIONS AMONG MILLENNIALS

The arrival of millennials on the market to change the rules of the game. It
forces companies to transform quickly and offer authentic experiences to
Millennials, who made up 60% of the workforce in 2020. If they do not do so,
these companies may quickly be overtaken by their competitors.

The importance of experience now comes before the product. Millennials are more
demanding and less loyal to brands. If they are not satisfied, they will simply
turn to the competition and, in the worst case, spread a bad reputation
according to their level of disappointment with the experience. The roles have
been reversed: consumers are now in a position of power. Today, there is a
multitude of possible choices between products, which makes it easier to
transfer from one brand to another and partly explains the decline in loyalty.

It is therefore important to know how to address this generation at the right
time and in the right way, through a unique experience, in order to have an
advantage over the competitors. Technology must be used to benefit users, not
the other way around.

Read also:
→ How Google Tools can improve your SEO ranking?

 


A USER-CENTRED APPROACH

Today, the user is at the heart of value creation.

The methodology of Design Thinking, for example, prioritizes the needs of the
user. It puts them at the centre of the debate to ensure the best experience, by
responding to three challenges:

 * Desirability: is the technology attractive to the user?
 * Feasibility: is the technology technically feasible?
 * Sustainability: Is the technology commercially profitable?

Here is how to implement the Design Thinking methodology in 4 steps:

1.Discover: understand the challenges of the business, analyse the needs and
expectations of users, observe market trends in order to have a 360° view to
identify opportunities.

 1. Brainstorming to imagine future experiences that will surprise users.
 2. 
 3. Designer: Prototype the experience and test it with a panel of users.
 4. 
 5. Deploy: Build and implement the solution to turn the vision into reality.

This approach also makes it possible to prioritize the various projects offered
by the many technological advances according to the needs of each company and
its clients.

Currently, three innovations stand out: virtual or augmented reality, artificial
intelligence and connected objects.


IMMERSIVE EXPERIENCE: THE TREND OF THE YEAR

The advances in virtual reality are sensational. Today, there are devices with
development kits that allow you to create immersive experiences at an affordable
price, such as the HTC Vive Pro with its two OLED screens.

However, a company should not resort to technological tools only because they
are in the “trend”. It must be meaningful to exploit it, add value, and the
experience created must be linked to the values of the brand so as not to have
the opposite effect to what was expected: to discredit the brand.

The Patrón Tequilla brand, for example, offers a unique experience to immerse
yourself in the manufacture of its products. How? Clients are invited to wear a
virtual reality headset, which transports them to Mexico, at the heart of an
agave crop. The visualization of the narrated story strengthens the customer’s
affinity for the product, creating a positive experience with the brand, which
will make them more likely to buy.

Augmented reality plays the same role, regardless of its environment. You can
try on clothes from home, test the color of a painting on your wall or visualize
the integration of a new piece of furniture!

These technologies offer new opportunities for brands by enabling them to
reinvent themselves, foster interactions and rethink their sales channels to
stand out while delivering a unique customer experience.

Read also:
→ Integrating AI into your marketing and digital strategy: impacts and tools

 


TOMORROW, YOU WILL GET INTO THE BLABLABLATECH!

Over the past 15 years, technology has constantly evolved in the virtual world.
By 2023, progress will revolutionize and transform our daily lives.

Some areas will be particularly impacted:

 * AgroTech: the concept is to use digital technology to have a more
   sophisticated agriculture that consumes less water, for example. The startup
   The Green Data is a representative.
 * MedTech / HealthTech: the medical sector is by far one of the most promising
   in the world of startups, with the creation of 3D-printed prostheses, the
   prediction of diseases and the advent of brain implants. By 2030, the
   approach to the medical field will change considerably thanks to the
   accessibility of the science of the study of the human genome.
 * CleanTech / GreenTech: the environment is not neglected by technologies that
   aim to contribute to a world that is less energy-intensive and more
   respectful of the planet. Many start-ups are entering this very promising
   niche and can present their concept every year at the ChangeNOW event.
 * ConTech (for “Construction”) : the construction sector is particularly
   concerned with the aim of optimizing costs and delivery times or even
   allowing the creation of constructions in 3D printing.

Your home of the future will most likely be an economical, connected and
intuitive home. Connected objects, known as home automation, will be
synchronized with most of the electronic objects you own, such as your
smartphone, computer or TV.

Imagine yourself brushing your teeth in the morning in your bathroom. On your
screen mirrors, you can easily see the TV news, get information about the
weather or simply check your agenda for the day.

Your floor can also be smart, with touch screens inserted into your tile or with
advanced technologies such as task or movement detectors as a security system
against intrusions.

All this is just the beginning of a smart future.

Do not hesitate to contact us for more information on innovations to follow and
integrate into your business strategies.


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