Brands, too, have gone from being purely institutional inventions to personal expressions of almost any kind. For businesses, continuing empowerment of individual customers means that the dynamics of the business/customer relationship are evolving. Customers will continue to demand more transparency, integrity and responsiveness from those they choose to do business with—and businesses will have little choice but to comply. Smart businesses will initiate the inevitable rather than wait to be pushed.
Revolution #3: Artificial Intelligence Becomes Less Artificial
Creativity and imagination are often thought of as the one realm that computers can never conquer, because the inner workings of the mind are what make humans unique. But it is already possible to control a computer with our thoughts alone, and commercials for IBM’s Watson computer are now touting its ability to generate ideas—helping chefs develop original recipes, for instance—using data to spark creative inspiration.
As artificial intelligence continues to evolve and improve—powered by the combination of Big Data, the Internet of Things, and always-connected devices tied to people’s location and activities (e.g., the Apple Watch)—it will begin to behave more and more like a giant alternative brain, one that rivals and surpasses humans in many ways. Machines already do most jobs that involve repetitive motion. When machines start replacing people who use their imagination for a living—writers, designers, architects, engineers, teachers, etc.—they won’t just be taking better jobs, they’ll be challenging what it means to be human.
This shift will create a great deal of psychological stress, generating a massive need for goods and services that will help them adjust to this strange new reality. Brands that can help people ride the wave of change to a brighter future, or help people cope and adapt, will be in high demand—as will brands that affirm human values and identity.