n o i ct u d o tr In If we think of life as seismic waves, until a few years The landscape never looks the same after Control ago, things seemed to hum along quite nicely a seismic shift, and we’re already seeing it alter. (in most places) with the occasional spike here There are areas where the balance of control and there. Now, though, the shocks feel relentless will teeter and tip one way or another. This affects and wild, and sometimes it’s extremely unsettling. people’s relationships with the systems through and power When circumstances are literally beyond people’s which they run their lives, but it also impacts control, it prompts multiple responses designed brands and organizations. Brands will decide to stabilize and regain control—often expressed in how much control to offer their participatory micro-moments and small opportunities that make customers in exchange for their loyalty, and in people feel like they’ve got a handle on things. business, leaders will define the next evolution of hybrid working. We see technology providing a channel for people to take control. A creative shift is underway thanks On the following pages are five trends to the democratization of AI for images, sound, we believe will alter the power dynamic and words. Technology is offering opportunities between brands and people in the coming to participate in shaping the future of the brands 12 months and beyond. We hope you find they love through changes in the attention economy. And through tokenization, technology them insightful. may soon hand people full control over their own personal data. Image created using artificial intelligence Copyright © 2022 Accenture. All rights reserved. III