Forrester Vice President and Principal Analyst Michael Facemire describes a technology future that is on one level so obvious and human but on another level fundamentally disruptive.
Michael Facemire, Vice President, Principal Analyst
We now live in a world where leaps in technology are happening at a faster pace, and we, as consumers, are used to that pace.
This episode makes the boldest prediction possible: what if technology truly wrapped itself into the human context (how humans naturally behave) versus having human beings adhere to the rules and limitations of technology (going in and out of multiple apps to accomplish a task). That doesn’t simply improve a smartphone or disrupt an industry; it inverts the fundamental relationship between humans and technology — and challenges the fundamental relationship between a brand and a consumer.
As an example, when Mike “wants to go home,” there’s a series of siloed, un-choreographed actions that he has to figure out and implement. Humans today navigate applications through technology-optimized interfaces. This forces us — Mike in this story — to create, choreograph, and do. Sure, technology makes our lives easier, but mostly on the tech’s terms.
What if Mike simply stated: “I want to go home”. What if technology orchestrated and executed this ask across brands (ground transportation, hotel, airline, and restaurants) and re-optimized the journey if something went wrong or better options emerged — in a way perfectly suited to Mike’s preferences and context. All Mike needed to say was “I want to go home”.
This is revolutionary change between humans and technology. We’re talking disintermediation risk on steroids. It creates acute experience-by-experience competition among and between brands and digital platforms and virtual agents that increasingly determine if and how consumers would engage a brand.
In this episode, Michael Facemire takes us on a journey to the future where technology defines virtually every aspect of our lives — and how that will change consumers’ relationships with brands.