d e r e v li e d, d e eal d, s e gn i S   05 It bears repeating that it’s early days—we envisage it’ll take between three and ten years to play out fully—but leaders need to be talking about and strategizing around it right now. This technology exists, it works, and it’s meeting the human need, but it has two big barriers to mass adoption. The first: will governments, advertisers, and brands truly engage with it, and does it deliver a business model that works for them? The second: will people understand what it is, trust it, accept it and engage with it en masse? There is real tension here, and these things are not a given. + acrylic painting, postmodernist, people only, optimistic, colorful, algorithm version 4, aspect ratio 3:2 Copyright © 2022 Accenture. All rights reserved. 72