In this report, Accenture describes five trends they believe will alter the life balance between machines and humans, and will change the power dynamic between brands and people in 2023 and beyond.
Technology is providing a channel for people to take control. A creative shift is underway thanks to the democratization of AI for images, sound, and words. Technology is offering opportunities to participate in shaping the future of the brands they love through changes in the attention economy. And through tokenization, technology may soon hand people full control over their own personal data.
As a way of illustrating the five distinctly different trends, Accenture’s designers made use of one of them that most fundamentally impacts art and design and is a great visual example of the control and power balance at play in today’s world. The report is full of AI generated art to help tell their story.
The 5 trends specifying “what’s going on” and “what’s next,” are:
- I will survive – permacrisis and human adaptability. To get through periods of instability, people find ways to adapt by Fight (e.g., protest), Flight (e.g., relocation), Focus (e.g., like-minded communities), and Freeze (e.g., skepticism).
- I’m a believer – social platforms are not so social anymore. Trust and loyalty enhance the power of communities.
- As it was – pre- and post-pandemic behaviors like office vs. home work, intangible benefits, and mentorship. Companies should reimage work and leadership strategies.
- OK, Creativity – AI in people’s hands for creating something new. “Next” is becoming “now”, the good/utopian and the bad/dystopian outcomes of the massive power shifted from the few into the hands of the masses.
- Signed, sealed, delivered – digital identity crisis, digital wallets (Web3), and personal data control. The ability for people to take their data with them and share, or even sell it, to a trusted brand, cutting out the behemoth companies.
Shifts in control ultimately lead to shifts in power, and these seemingly small shifts in control will alter power dynamics on a systemic level. The outcomes will look different from what we’ve seen before, thanks to changes in attitudes and maturing technology.
