As we approach the end of another year, every company is starting to release their 2024…

As we approach the end of another year, every company is starting to release their 2024 trends, but what very few show is their previous year's predictions.

Crypto, NFTs and the Metaverse are all great examples of predictions still yet to materialise.

While none of these are dead, Amara’s Law says that we tend to overestimate the effect of a new technology in the short run and underestimate the effect of that technology in the long run.

Right now we are in a unique moment of time, the onset of a new era in technology.

We’ve seen in past technology revolutions that iconic companies tend to be built in the early years of a big shift. We saw this play out with the internet, which gave birth to companies like Google, Amazon, and Netflix. It happened again with mobile, which underpinned Uber, Snap, and Spotify.

In 2023, we’re seeing foundations being laid for the same to happen again with AI and Augmented / Virtual Reality.

While AI may be further along, both technologies are very early and it's not too hard to imagine a future where AI and Mixed Reality enhance our day-to-day life.

Both will change the way people interact and how businesses operate.

It was once enough for Businesses to have an internet strategy, the next evolution will be Businesses turning themselves into platforms, with their own proprietary AI tools, which have access to the company database, save time for employees and create value-rich experiences for customers.

When Facebook invented the feed, it brought everything to one place. Many users complained at first, but scrolling on a vertical feed is the most efficient way to use your phone when there is little real estate.

And as advertisers, we found it’s also the most efficient way to put ads between content, you don’t have to leave the screen.

But the ad business model has eliminated other ways to build out social, attention being the scarce resource all platforms are fighting for, copying each platform's rollout of the most addictive features.

Augmented or Virtual Reality may be the thing that changes this. It means consumer experiences don't need to be limited to a mobile feed, with small amounts of real estate, instead, they can be truly immersive and all-encompassing.

We’re living in a moment when human life is changing faster than ever before, with every day bringing breakthrough innovations across industries.

Where we are a year from now is hard to predict, but one thing is clear, the rate of innovation will not slow down any time soon, and the future will look very different to the current day.