Accenture Life Trends 2023
Explore the evolving power dynamic between people and businesses
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If you’re looking for Fjord Trends 2023, you’re in the right place. It’s now called Accenture Life Trends 2023. Under a new name, this year’s report remains true to the 15-year legacy of Fjord Trends and has the same inspiring content. Let’s dive in.
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
n o i ct u d o tr In 00 AI-generated art: approach / AI PROMPT hand-in-hand with As a way of illustrating our five distinctly different the technology trends, we made use of one of them that we feel in a mutual most fundamentally impacts art and design and is a great visual example of the control and power expansion of balance at play in today’s world. creativity, Our designers used the power of AI generated diversity, and art to help tell our story – first highlighting and possibility pulling words and phrases from the text to use as an initial prompt, then working hand-in-hand with the technology in a mutual expansion of creativity, diversity and possibility. As a vibrant experience that is a true partnership between human ingenuity and technology, we hope you enjoy the report. We believe the trends, like the artworks themselves, promise a potential for change like never before. / ADDITIONAL HUMAN USER PROMPTS +working, collaborative, surrealist, 8k, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. IV
01 I will survive 02 I’m a believer 03 As it was 04 OK, Creativity 05 Signed, sealed, delivered 1 – 14 15 – 30 31 – 44 45 – 57 58 – 72 Contents Copyright © 2022 Accenture. All rights reserved. V
23 20 ds en r T e f i L e r u t en c c A 01 / AI PROMPT / ADDITIONAL HUMAN USER PROMPTS Waves of crises, one after the other, have come + style surrealism, early surrealist in to change people’s day-to-day lives I will survive
e v rvi u ll s I wi 01 Permacrisis and human adaptability Waves of crises, one after the other, have come in to change people’s day-to-day lives. For some, crisis isn’t new but for others, it’s extremely destabilizing. People’s response to crisis is always (eventually) to adapt. As growing numbers of people internalize instability as a norm, the way they adapt will affect what they buy, and how they view brands and their employers—so companies need to be ready. Copyright © 2022 Accenture. All rights reserved. 2
e v rvi u ll s I wi 01 What’s going on There’s no sugar-coating it: the world seems to be lurching from one crisis to the next. There has been a pandemic, war, extreme political division, wildfires, severe weather events (hurricanes, floods, droughts), dramatic increases in the cost of living—and no time to take a breath after each one before another rolls in. People may look back on the previous thirty years as comparatively stable in many places. This is neatly expressed by the fact that Collins Dictionary announced its word of the year for 2022 as “permacrisis,” defined as an extended 1 period of instability and insecurity. Copyright © 2022 Accenture. All rights reserved. 3
e v rvi u ll s I wi 01 When will the macroeconomic While people are busy fighting shocks of life settle down? personal financial fires, they’re also Many people believe the very systems through facing increasingly tangible effects which they run their lives are failing them, placing of climate change. responsibilities that were once shared solely on The record-breaking temperatures that roasted their shoulders. Workers whose income doesn’t Europe in the summer of 2022 are expected to rise in step with inflation are effectively taking pay become the norm by 2035, which will likely see cuts, and at the time of writing, daily headlines millions of people displaced by wildfires, flash shout about inflation rates and their impact on the 6,7 Asia will be hardest hit 2 floods, and storm damage. cost of goods, energy, and mortgage repayments. by rising sea levels, as six of its nations are home In Argentina, for example, interest rates have to approximately 75% of the 300 million people reached 75% and inflation is almost at 100%, while worldwide living in areas that are projected to be the UK’s energy crisis threatens to plunge a third of 8 households into fuel poverty and the cost of living below average coastal flood levels by 2050. 3,4,5 is increasing at its fastest rate in 40 years. Copyright © 2022 Accenture. All rights reserved. 4
e v rvi u ll s I wi 01 People who seek a mental escape from it online Living in an era that relentlessly demands mental are facing challenges there, too. Algorithmic coping strategies is gnawing away at people’s angst—the constant paranoia of whether sense of safety and causing widespread anxiety. people’s decisions are truly theirs or a result of A survey by the British Association for Counselling manipulation—is on the rise and is driving an and Psychotherapy revealed that 66% of therapists 9 Apparently, they can’t exodus to new platforms. said that the cost-of-living crisis is impacting even trust the news anymore. In fact, many have people’s mental health but, despite their increasing simply stopped looking at it. Reuters Institute’s need for help, 47% reported patients cancelling 2022 Digital News Report—a global survey of 46 their sessions because they could no longer markets across six continents—revealed: “Trust in 11 afford them. the news has fallen in almost half the countries in our survey... Interest in news has fallen sharply across markets, from 63% in 2017 to 51% in 2022.”10 Copyright © 2022 Accenture. All rights reserved. 5
e v rvi u ll s I wi 01 The instability is also emphasizing the normalization of contradictory behaviors, as explored in Accenture’s The Human Paradox 12 The research found that people are report. allowing themselves to be inconsistent as they reconcile personal values with practical realities, with 69% of those asked saying they think paradoxical behaviors are both human and acceptable. Over the past 40 years or more, stability and rising prosperity have taken billions of the world’s population up Maslow’s famous hierarchy of needs. For example, China has lifted over 800 million 13 As some slide people out of poverty since 1990. back down and become increasingly anxious about concerns like food, heat, and housing, will they forget the higher order of needs such as esteem and even self-actualization? We don’t think so. With the exception of the very poorest members of society, the past few decades have taught people values they will not willingly abandon. Copyright © 2022 Accenture. All rights reserved. 6
e v rvi u ll s I wi 01 What’s next Periods of instability are a fact of life and, throughout history, people have always found ways to adapt to get through. Accenture’s research found that people in emerging markets have so much more experience in dealing with instability that when they get bad news, they get upset, then they simply keep going. Their ability or perhaps willingness to adapt generally far outstrips that of 14 people used to living in mature markets. In a slight adjustment to the generally accepted “F” responses, we’re characterizing people’s approach to adapting as a constant switch between fight, flight, focus, and freeze. Copyright © 2022 Accenture. All rights reserved. 7
e v rvi u ll s I wi 01 Fight: While the current situation in Iran is one of the most severe examples, this fight is manifesting People will increasingly in other ways, too. At the time of writing, the UK is facing its biggest rail strike in decades, while raise their voices against Europe’s airline staff continue to strike over low pay.16,17 Strikes aren’t new, but we expect to see injustice—in some cases, many more of them as formerly rule-following people are forced into taking extreme action in at the risk of significant the hope of better equipping themselves to personal cost. survive financial strain. People have more access to information and are now increasingly aware of the harsh realities of the world. They are angry and they want what is just. This has been made People are fast approaching the end of their plain by acts like the defacing of Van Gogh’s 18 patience and many more of them will do what is “Sunflowers” in London. often a last resort: stand up and fight for what they need. After the death of Mahsa Amini—a 22-year- We expect to see more protest around a old woman who had been detained by Iran’s range of issues that span the whole human morality police for not wearing her hijab—crowds experience. Some of these will catch brands 15 took to the streets around the world. Social media and employers by surprise or disrupt provides a vehicle for sharing information, which companies and whole economies further. spreads anger and leads directly to increased action. This kind of fight can go down in history books as a turning point for countries and people. Copyright © 2022 Accenture. All rights reserved. 8
e v rvi u ll s I wi 01 Flight: Flight response is often characterized by the feelings of cynicism, desperation, and the hope People will look for that elsewhere can offer escapism—both mentally and physically. alternative options, People are losing the ability to trust anyone to act including relocation, in their best interest—including their governments. Those who can afford to will vote with their feet switching financial and leave places where housing isn’t affordable, systems, and finding infrastructure is inadequate, and state-run systems fall short. Twice as many Australians will move different digital platforms. because of cost-of-living pressures (65%) as Covid disruptions (27%), and the financial squeeze has become so extreme in recent months that a rent increase of just AU$50 a week would prompt 40% 19 of Australians to consider moving house. The flight reaction is also a spectrum. It may be as simple as being unhappy with congestion and air quality in a city and moving to a more rural area, or as extreme as fleeing government- mandated conscription, as young men have been doing in Russia.20 Copyright © 2022 Accenture. All rights reserved. 9
e v rvi u ll s I wi 01 Families who are seeking to make ends We’re also witnessing a change in how meet are cutting back on non-essentials like people use social media. Rather than media and subscription services, resulting accounts portraying the perfect life, real in a phenomenon dubbed the “Great people want to see and connect with real Cancellation”. People are cancelling gym people, complete with shortcomings and memberships, pausing contributions to vulnerabilities. BeReal has rapidly gained in pensions, and abandoning health and life popularity with over 10 million daily active insurance policies. Recent studies in the UK users—the concept is simple and is a far suggest 5% have cancelled their home and cry from the edited and staged content on contents insurance over the past 12 months, almost every other platform.22 and 6% or 1 million households don’t intend to renew in the coming year.21 The cost-of- living crisis may also exacerbate loneliness as one of the first expenses people drop will be their social activities. Brands that find ways to meet the resulting need will do well in the long run. Copyright © 2022 Accenture. All rights reserved. 10
e v rvi u ll s I wi 01 Focus: initiatives to organize community shopping and share transportation. Besides the obvious cost People cope by savings, these initiatives create meaning and help focusing on what they focus their minds.23 can control. Single-function platforms are creating spaces where like-minded individuals can relax and bond over shared interests. Discord, a platform whose original purpose was for in-game communication, has always been grounded in social connection.24 When the big wide world feels negative and daunting, some people will channel their attention Digitally, this is manifesting in a shift from large- on communities where they feel they belong. scale influencers to micro-influencers, whose They will reduce their sphere both physically follower numbers sit between 1,000 and 100,000.25 and virtually, quieting the noise and rejecting the Micro-influencers offer the promise of greater global-first version of life that has been promoted credibility as they tend to focus on niche areas— by online news and social media in the past some on travel, others on financial advice. decade or more. They’ll cut out anything that falls Sixty-one percent of US consumers think these outside their highest priorities. communities are more trustworthy than brands.26 We expand on this phenomenon in the trend When people don’t know how to plan for entitled I’m a believer. the future, or when their autonomy to plan is compromised, they naturally channel their attention on things they can control. Accenture’s research project participants told us about their Copyright © 2022 Accenture. All rights reserved. 11
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e v rvi u ll s 1 I wi 0 ‘Resignation’ more often relates to quitting something, but a lot of the time it can equally mean enduring, or simply not fighting anymore. In that way, quiet quitting is not simply about leaving a job, but more about an emotional power-down to economy mode. Image created using artificial intelligence Copyright © 2022 Accenture. All rights reserved. 12
e v rvi u ll s I wi 01 Freeze: The energy is running low, but music, art and culture always bring vitality into society. They People will switch bring a fresh mood that rejects and replaces that which has grown stale—out with the old and in off entirely. with the new. Think about the wider circumstances around the emergence of rock ’n’ roll, punk or rap, for example. As this permacrisis rumbles on, we If they’re unable to easily leave their environment see the right conditions brewing for something or actively shape it, many people will embrace new, culturally, that changes people’s outlook resignation as a coping mechanism. “Resignation” and brings them hope. With a transformation in more often relates to quitting something, but a lot creative tools through AI, it feels like something of the time it can equally mean enduring, or simply might come soon. not fighting anymore. In that way, quiet quitting is not simply about leaving a job, but more about The situation may be approaching a point where an emotional power-down to economy mode. people are moving on from skepticism or feigned The signals include China’s “bai lan” or “let it rot” ignorance to sheer anger, which will have dramatic movement, which centers around young people’s effects on brands. Like it or not, most people must refusal to invest significant effort in life because it interact with brands—especially those that make seems futile.27 life possible, like consumer-packaged goods. As brands exist entirely in a cultural context, it will be Fatigue and the onset of the empowered important to read signals fast and react to them individual combine to mean people will look at appropriately. They will also need to understand existing systems and brands with ever-greater that adapting responses will vary from person to skepticism. They already suspect manipulation and person, and that any single person may show all of disappointment, and they’ll increasingly approach them in different contexts. with caution, not hesitating to shut down their relationships with any brand they perceive to have disappointed or betrayed them. Copyright © 2022 Accenture. All rights reserved. 13
e v rvi u ll s I wi 01 Step one for brands is to understand their own Organizations will need to show their value permission space in fine detail, and to avoid through meaningful products, experiences, and invading spaces where they aren’t welcome. This services, and not through short-term gestures that is reflected in calls for brands and people to “stay can ultimately be viewed as PR stunts. in their lane” and includes keeping tabs on how new platforms are evolving, whether they belong The pressures facing people today inevitably there, and whether people want to hear from them impact brands too and when times get hard, on any given topic. During Accenture’s research companies often make the mistake of dropping project, one person in the US said: “It feels mostly things they see as luxuries, like innovation, artificial when brands take a stand on issues advertising, and brand building. Brands must that are not related to their specific product. I resist the tendency to behave in the same way as want brands to be known for being good to their people do when under pressure—i.e., dropping 28 employees and not be wasteful or polluting.” what they deem to be non-essential. Often, the best innovation happens against a backdrop People’s needs are evolving fast—and of constraint and difficulty. Right now, AI and companies must embrace a life-centric the metaverse (which we cover in more detail approach to meet these ever-changing elsewhere in this report) are worth exploring as circumstances and priorities, routes to innovate. as Accenture explores further in When faced with hardship, people always adapt The Life-Centricity Playbook.29 and evolve into a new version of themselves, and that will continue to be the case. People will come through this period. The way they adapt will likely define a generation and the products they love. Copyright © 2022 Accenture. All rights reserved. 14
23 20 ds en r T e f i L e r u t en c c A 02 / AI PROMPT / ADDITIONAL HUMAN USER PROMPTS The groups have begun to experiment + hyper realistic, photography, online, digital, with tokenized experiences algorithm version 4, aspect ratio 3:2, change 100 I’m a believer
r e v e li e m a b I’ 02 What’s next for loyalty? A sense of belonging is one of humanity’s most basic needs—the feeling of being happy or comfortable as part of a group. In recent years, people have found belonging through interest groups on digital channels, and some of those habits have found a more permanent place in their lives. New technologies are building on the shift in behavior, enabling a new wave of community-first, product-later models that boost customers’ connection with a brand. This will reshape loyalty programs to enable people to participate more in the brands they believe in. On the other side of the coin, it will enable brands to explore new product-areas and enjoy more lucrative customer relationships. + style of romanticist painting, aspect ratio 16:9, change 100 Copyright © 2022 Accenture. All rights reserved. 16
r e v e li e m a b I’ 02 What’s going on People are seeking out new places online where they can feel a greater sense of belonging. Social platforms don’t feel so social anymore as algorithms prioritize brilliantly curated carousels of third-party content over friends’ posts. Many are now focusing on hobbies and activities that give them meaning, and have started seeking out digital groups where they could explore their interests. A significant majority of Accenture’s research project participants across geographies told us they’ve tried new hobbies or joined new 30 communities in the past six to nine months. + diverse people, photorealistic, surrealist, aspect ratio 3:2, change 100, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 17
r e v e li e m a b I’ 02 Right now, we see three threads converging: communities of interests and belonging, token-gating of exclusive content or access, and digital collectibles. People have discovered communities of belonging on platforms like Reddit, Discord, and Twitch, where it’s easy to find kinship among people who will actively listen, engage in, and talk about the topics they had perhaps assumed were niche. There’s a digital channel for almost everything, including activist causes, coffee, skincare, vintage synthesizers, home renovation, ghost-hunting, sports, Dungeons and Dragons—just to name a few. These communities exist at macro and micro levels, global and local, offline and online, and they’re creating places where people feel they belong. The groups have begun to experiment with tokenized experiences enabled through Web3 technologies, whereby people buy participation or access rights to content or community, or to join an event. This is revealing a new and lucrative way for brands to engage meaningfully with their most loyal customers. Tokenized access and content have allowed brands to experiment with new ways to monetize branded digital assets, and is allowing superfans into a reimagined customer experience where two-way loyalty is at the core. Adidas Into The Metaverse is an effective token-gated community, where users can benefit from things like free Adidas products if they connect their 31 wallet to Discord. + aspect ratio 3:2, change 100, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 18
r e v e li e m a b I’ 02 The progression of digital communities is prompting brands to develop new goods and experiences for customers and it’s leading to new revenues for brands and potentially the customer too. In some cases, there are new, independent revenue streams driven by entirely virtual goods (including but not limited to NFTs), perpetual royalties that generate passive income, and products that have utility in virtual and physical experiences simultaneously. Communities are forming around digital collectibles, which include things like art, autographs, trading cards, brand catalogues, and even important moments in news/history/sports. For instance, Nike has created virtual sneakers and collectibles through their acquisition of RTFKT, a creator-led organization that uses NFTs, game engines, blockchain, and augmented reality to create unique digital artifacts. They have made US$185 million in revenues, and secondary market revenues (where their customers 32 are reselling the digital collectible NFTs) of about US$1.29 billion. + 35mm photography, algorithm version 4, aspect ratio 3:2, change 100 Copyright © 2022 Accenture. All rights reserved. 19
r e v e li e m a b I’ 02 Customers have proven time “Token-gating” is growing in and again that they will pay popularity across the fashion premium prices for innovative industry, as it enables new ways and compelling experiences, to embed utility, capture revenue, or govern a project—creating including accessibility to an scarcity of access and exclusivity. exclusive club. The pay-for-access For example, Lacoste launched a model offers an opportunity for collection of 11,212 NFTs, paying brands to monetize exclusive and tribute to their iconic L12 polo shirt, premium offerings for participants or and offering token holders a say in 33 creators—such as metaverse worlds, the brand’s future. games, in-game tiers, individual events, voting rights or items. The pricing structure for the experiences is designed to take advantage of scarcity while enhancing engagement. + photorealistic +1, vibrant, omit text; letters, algorithm version 4, aspect ratio 2:3, change 100 Copyright © 2022 Accenture. All rights reserved. 20
r e v e li e m a b 2 I’ 0 Ultimately, the opportunity here lies in exploring new places to foster a deeper connection with people, as their passions, hobbies, and interests tip beyond loyalty into active participation in communities. Image created using artificial intelligence Copyright © 2022 Accenture. All rights reserved. 21
r e v e li e m a b I’ 02 Elsewhere, a community of enthusiasts under the banner WAGMI United is investing in Crawley Town FC with the goal of giving fans a meaningful voice, reinventing legacy sports management models, and taking Crawley Town FC to the premier 34 They released an NFT-gated community league. for the club, and owners of the NFTs gained voting rights in addition to their asset. In the words of WAGMI, “democratizing the club and enabling our community to vote on decisions that shape the club’s future: anything from matchday grub [food] to the club’s directors.” In some ways, sport is showing brands the way by experimenting with using Web3 not only to enhance revenues, but to actively confer rights to fans. Ultimately, the opportunity here lies in exploring new places to foster a deeper connection with + color, algorithm version 4, aspect ratio 3:2, change 100 people, as their passions, hobbies, and interests tip beyond loyalty into active participation in communities. Where sports, games, and culture are leading, brands will follow to take these developments into the broader environment. Copyright © 2022 Accenture. All rights reserved. 22
r e v e li e m a b I’ 02 What’s next What comes after loyalty in the marketing funnel? We expect to see more brands creating If loyalty is just a program for many brands, then products specifically because of online we think of the next level of customer relationship communities populated by people who as participation. Participation happens when a articulate or perhaps unwittingly surface an brand or IP’s (intellectual property) superfans take unmet need. their loyalty to the next level and actively play a role in shaping, using, funding, governing, or Bacardi has done a number of NFT projects with advocating for a brand. several of their brands, including creating NFTs. Some customers’ passion for a brand borders for musicians—to connect fans with the artists on emotional investment, fueling a desire to they love—while receiving monetary remuneration 35 see it become a success beyond monetary gain in return. This bears some of the hallmarks of (although this could be a part of it). old-fashioned sponsorship but with a twist, as a consumer-packaged goods (CPG) brand is effectively playing the role of a record label and facilitating participation between artists and their audiences. + omit text; letters, realistic, algorithm version 4, aspect ratio 2:3, change 100 Copyright © 2022 Accenture. All rights reserved. 23
r e v e li e m a b I’ 02 To grow a customer base, it will soon Brands like Doodles are already proving the become essential for brands to engage business model. The Doodles NFT project is their communities— a profile picture collection from artists that portrays different cartoon characters with or build a new one, if they have the joyful pastel color combinations. It launched permission space. The next generation of in the middle of an NFT frenzy but, instead brands will be built as communities first, and of going big right out of the gate, it built a then turned into brands that benefit from dedicated, tight community of fans who the proactive participation of a community. were financially and emotionally invested in This is a huge step forward from the long- the brand—a rare combination in a space established model whereby founders have known for speculative investment and + omit text; letters, algorithm version 3, aspect ratio 3:2, change 100 making a quick buck. As Doodles has grown, defined a brand, advertised, and then so has participation, with customers taking a engaged in sales. In a Web3-enabled world, 36 a founder might start with community, define proactive role in shaping its future. the brand with them, and only then start to market and monetize. Copyright © 2022 Accenture. All rights reserved. 24
r e v e li e m a b I’ 02 Of course, there are degrees to which the The brands that do best will be those who community approach to loyalty can be shape their offering around the benefits and applied, depending on the nature of a brand utility for customers, and let the technology and its products or services. Some brands sit quietly in the background. (like fashion or homewares, perhaps) might enjoy more widespread success with loyalty It’s early days, but Starbucks is as a relationship than others (like cleaning experimenting by launching a tokenized products or car parts). That said, there are loyalty program called Odyssey, which is now estimated to be 8 billion people on the gently introducing Web3 to a mass-market planet, and every single one of them will customer by focusing on communicating find a community to which they belong— rewards and brand engagement rather than no matter how niche it may seem—so most 37 Starbucks CMO on the technology. brands should be able to find a way to Brady Brewer commented, “It happens to engage on this level. be built on blockchain and Web3 technologies, but the customer—to be It’ll be important to remember that the honest—may very well not even know technology isn’t the most interesting thing that what they’re doing is interacting with 38 When other about this for the customer—it’s simply a blockchain technology.” tool to drive engagement and facilitate brands follow suit, many customers will reap ownership. While brands need to know their the benefits of the technology without being way around Web3 and tokens, many people bogged down by it. will only be interested in what’s in it for them. + photorealistic, algorithm version 4, aspect ratio 2:3, change 100 Copyright © 2022 Accenture. All rights reserved. 25
r e v e li e m a b I’ 02 Even long-established online communities are branching out in a number of directions in search of new lines of revenue. Reddit, for example, has launched an NFT-based marketplace where people can buy blockchain profile pictures for a fixed rate, and released digital collectible avatars on its website and mobile app. This is compelling evidence that community-based engagement is 39,40 tipping into the mainstream. These Web3 developments will almost certainly give brands significantly more direct contact with and influence over their community, but they will have decisions to make around the dynamic. For instance, will they treat participants as customers, or as part of the brand? It’s easy to alienate and isolate existing communities by prioritizing those who will just generate profit. The relationship needs to be shaped in a sustainable and organic way that enhances the power of communities and allows them to contribute to bottom-up innovation. + technology, digital, 35mm photography, weight +1, omit text; letters, algorithm version 4, aspect ratio 3:2, quality 2, change 100 Copyright © 2022 Accenture. All rights reserved. 26
r e v e li e m a b I’ 02 Brands today are reliant on ad platforms Influencers are changing how they run and hamstrung by changes to social their business relationships, too. Influencer media algorithms that dictate how much management companies are moving into of their content reaches their followers. Web3, and creating much better ways Even the word “follower” describes a one- to track the financial gain brands make way relationship and a shallow connection. from their clients. Rather than only being Followers will become participants as they credited when a follower buys a specific help to shape products and services and recommended item, influencers will be are rewarded with exclusive offers, previews, compensated for every item bought in 41, 42 and events in return. Many brands built that transaction. The management digital communities through social media companies are increasingly hosting industry groups on various platforms, but found they events, and offering resolution to the key were difficult to track, manage, and extract pain points of traditional social media value from—both for customers and for the for creators, including content ownership brands. Web3 communities and tokenization and monetization. could potentially eliminate these concerns. + color, surrealism, detailed, algorithm version 3, aspect ratio 2:3, quality 2, change 100 Copyright © 2022 Accenture. All rights reserved. 27
r e v e li e m a b I’ 02 Belonging to a community is a feeling people value, and technology is now enabling a new way to nurture communities where people can connect and build something meaningful. It doesn’t replace in-person connection—it’s simply another route. Image created using artificial intelligence Copyright © 2022 Accenture. All rights reserved. 28
r e v e li e m a b I’ 02 Furthermore, creators will have opportunities These developments are creating a new for repeated monetization through secondary and exciting channel for growth. markets. Gen Z creators expect compensation for the value they provide, having learned lessons Belonging to a community is a feeling people from their millennial counterparts who pioneered value, and technology is now enabling a new way 43 the industry but struggled towards monetization. to nurture communities where people can connect Increasingly, affiliate marketers will experiment and build something meaningful. It doesn’t replace with decentralized autonomous organizations in-person connection—it’s simply another route. (DAOs), to proactively drive the future of their industry and leverage strength in numbers— almost like a unionization of creators. The tools are rapidly sharpening, moving away from a reliance on affiliate links, referral codes, and gifting groups, towards being able to prove attribution. Social media platforms have not been giving creators proper ownership or monetization capabilities, and Web3 will likely enable long-term, more accurate monetization. + futuristic, oil paint, utopia, algorithm version 4, change 100 Copyright © 2022 Accenture. All rights reserved. 29
r e v e li e m a b I’ 02 The impact this evolution has on brands is yet to be fully explored, but we believe those who are open to experimenting with Web3-enabled communities will enjoy stronger two-way relationships with their customer base. Brands must remember at all times that tokens are just a vehicle—customers will buy a benefit. For 30 years, many people have lived in an experience economy, but this trend pushes things somewhere beyond experience to participation and ownership. The shallower the control, the less meaningful the play but, conversely, the more control is distributed, the less autonomy a brand retains. The key question is: how much control are brands prepared to divest to fans so that they feel a sense of belonging, and the brand can grow? How much is belonging worth? + aspect ratio 3:2, change 100 Copyright © 2022 Accenture. All rights reserved. 30
23 20 ds en r T e f i L e r u t en c c A 03 / AI PROMPT / ADDITIONAL HUMAN USER PROMPTS Office environments usually exist within + post-impressionist, aspect ratio 2:3, the wider context of a city or town algorithm version 4 As it was Copyright © 2022 Accenture. All rights reserved. 31
as t w s i A 03 The importance of work intangibles As debate continues around the return to the office, one thing is clear: for many people, it’s not yet a success. We’ve raised some of these issues before, but they haven’t been fixed and the consequences are becoming clearer. It comes down to the hard-to-measure, intangible benefits of office life that have gone missing— and this is intimately tied to the post-pandemic evolution of cities and their entire value proposition. Many continue to resist a return to pre-Covid work rituals, while others crave the rewards of being together. It’s time leaders went back to the drawing board to make a logical, mutually beneficial plan. + photorealistic, algorithm version 4, change 100, aspect ratio 3:2 Copyright © 2022 Accenture. All rights reserved. 32
as t w s i A 03 What’s going on The pandemic dispersed people to the confines of their homes so suddenly, there wasn’t time to design a remote working setup that captured all aspects of work. In the rush to keep the business ticking along, a raft of intangible elements of office life fell through the cracks. As well as obvious factors like face-to-face meetings, there’s the loss of accidental culture—the unscheduled conversations and chance encounters that often yield ideas worth exploring and help develop career-defining connections. + photo realistic, fashion photography, diverse subjects, 22mm fujifilm, change 100, aspect ratio 3:2, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 33
as t w s i A 03 Without in-person engagement, what happens “I miss the team building activities held by to mentorship? To innovation? To culture? the company in the past, and now they have To inclusion? been cancelled due to the reduction of contacts due to the epidemic,” while another in India told People who continue to work remotely us, “Before Covid, we all employees used to could easily be overlooked for promotions or have lunch breaks and tea breaks in which we opportunities simply because they aren’t used to chit chat a lot. And we missed that thing so visible—and many will be parents of young a lot.” In the UK, a participant told us they missed children whose logistics are easier if they “the daily interaction with colleagues, work at home. impromptu conversations.” The return to the office is not yet a success, For balance, a US participant in the same research and leadership must take a fresh approach project stated, “I feel closer to and appreciate my if they want to move things forward in the employer MORE. By allowing me to work remotely right ways. I feel more inclined to stay present with my job but still allowed flexibility.”44 A different study found Accenture’s research found that people around that 35% of Australians said they would quit their the world are missing certain intangible aspects job or start looking for another if their employer 45 of office life: a participant in China commented, forced them to return to the office full time. The primary reason? To avoid the commute. + photo realistic, surreal, diverse subjects, bright, 8k, hyper detailed, change 100, aspect ratio 2:3, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 34
as t w s i A 03 Working hard used to be balanced with social The tension between employer and and leisure activities that describe the fun employee is evolving and becoming part of work. Today, the balance is leaning harder to ignore. too far towards work as those who aren’t yet back in the office miss out on the social The statistics are stark, with 85% of aspects, the fun and the friendships. A recent employees reporting that they’re productive Gallup poll found that those who had a best at work, but only 12% of managers stating friend at work were twice as likely to report they have full confidence that this is the feeling strongly satisfied at work during the 47 pandemic as those who don’t have a close case. 48% of employees and 53% of 48 + photo realism, surreal, wide shot, macro, movie scene, colorful 8k, hyper detailed, 8k, hyper detailed, 46 managers say they’re burned out. Managing change 100, aspect ratio 3:2, algorithm version 4 friendship in the office (32% vs 15%). people is difficult and more visibility of employees allows managers to understand where they might need more support. This is hard to see when people are not together. Copyright © 2022 Accenture. All rights reserved. 35
as t w s i A 03 50 There is a range of subtle and discussing with role models. but important angles on this If young workers in particular aren’t loss of intangibles: exposed to role models, the loss could slow their progress. Firstly—and this is a big one—the office is a place for being together. It’s also easier and more effective to It’s about sharing moments of deliver validation when together. An camaraderie, trials, triumphs and email relationship will never be as the pursuit of a goal. Accenture’s fulfilling or stable as one that has the research found that people miss powerful benefits of vocal intonation, being together to share in birthday body language, and facial expression. cake, gossip, and inconsequential Providing regular, informal feedback pop culture chats, though many have is almost impossible when people replaced those things at home with are apart, as it requires scheduling solo activities like gardening, pets, calls or sending emails to employees, 49 51 or lunchtime workouts. rather than grabbing a quick chat. Mentorship is better delivered in person, too. The typical professional + photo-realistic, vibrant, hyper-realistic, diverse, textured, hyper-realistic, film, vibrant, change 100, learning model is said to be 70% aspect ratio 3:2, algorithm version 4 learning on the job by gaining experience through assignments, 10% dedicated learning such as training courses, and 20% observing Copyright © 2022 Accenture. All rights reserved. 36
as t w s i A 03 Second is that no two teams—indeed, no two people—are alike. While creative teams might benefit from being together and fostering a shared vibe that sparks ideas, tasks that require absolute focus could be better done, uninterrupted, in the home office. On an individual level, introverts who have now worked on their own terms might be reluctant to return to pre-pandemic norms, while their more extroverted colleagues will thrive in a vibrant office environment. Designing for these extremes is a challenge leadership must be ready to take on. Third is about output and outcomes. Measuring “productivity” generally focuses on output and 52 fails to quantify what really matters: outcomes. Evaluation of outcomes shouldn’t be limited to quantitative metrics like leads followed up or sales made but should encompass qualitative factors like the experience of work itself. The importance of fun at work should never be underestimated. + surrealist, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 37
asas t wt w s is i A 3 A 030 Innovation is also fueled by unconscious observation, as exposure to the world beyond the home office brings color to people’s lived experience. If nobody ventures out to investigate new fields of interest or looks deeper into emerging trends, creativity will suffer. Image created using artificial intelligence CopCopyright © 2yright © 2022 A022 Accenturccenturee. All rights r. All rights reeserservved. ed. 38 38
as t w s i A 03 When Covid-19 locked everyone in their As Neal Stanton, Co-CEO of enterprise video homes, it kicked spontaneity to the side- service Ramp, comments in Forbes: “One lines, which is still having a knock-on of the biggest challenges facing leaders is effect on innovation. An MIT study found ensuring the ongoing viability and profitability that when workers are dispersed, the of a company, two factors that are tied to relationships that foster innovation are not only individual performance but also 53 often those that suffer most. Innovation team performance as well. It’s the latter is also fueled by unconscious observation, where collaboration, creativity, innovation as exposure to the world beyond the and productivity are irretrievably linked and home office brings color to people’s lived 54 Tangibles such dependent on one another.” experience. If nobody ventures out to as those elements Mr. Stanton mentions are investigate new fields of interest or looks given meaning and made more enjoyable by deeper into emerging trends, creativity will intangibles, many of which were lost in the suffer. People who stay at home all the time scramble to work remotely. miss out on the stimulation of watching how the world is moving forward, of identifying problems to solve, and of simply being part of an evolving culture. + photo-realistic, vibrant, macro shot, hyper-realistic, diverse, textured, hyper-realistic, colorful, change 100, aspect ratio 3:2, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 39
as t w s i A 03 Those losing out most are the generation who joined the workforce since March 2020, who have yet to benefit from the intangibles in a reliable, constant, or meaningful way. This must inevitably change not just what they learn and how they develop in their careers, but also how they feel about the experience of work. It also removes their opportunity to build a network of strong professional relationships that can help shape their career further down the line. By the time this report is published, three years of new joiners will have been affected. It’s a significant percentage of the workforce and it’s rising each year. Those workers could become increasingly out of kilter with older colleagues, or simply less engaged with the very notion of work. Questions around the intangibles affect us at Accenture, too. Hybrid working initially looked as though it would be an experiment that needed constant tweaking. As time goes on, it becomes increasing clear that workable solutions will only come with a determined and concentrated effort to remap work. + hyper realism, futuristic, surrealism, movie scene, diverse, hyper-realistic, change 100, aspect ratio 3:2, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 40
as t w s i A 03 What’s next Workplace design hasn’t yet caught up to new We’re seeing most organizations taking either a workforce expectations. Instead of continuing non-negotiable, directive approach or a more to optimize what exists, companies should democratic one. The first means setting out completely reimagine work, addressing with leadership’s expectations and enforcing them, intention both tangibles and intangibles. regardless of the risk that employees will walk. Intangibles should be treated as must-haves rather The second involves including employees in the than nice-to-haves, and leadership will need to be process, understanding their current life priorities 100% on board. Simply making it a policy won’t and what they want from their working experience, work—they need to be confident in their strategy then finding a compromise between that and and put in the work to make it effective. business objectives. In our view, neither of these will truly work. + futuristic, surrealism, movie scene, diverse, photo realism, diverse subject, optimistic, 8k ada, aspect ratio 2:3, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 41
as t w s i A 03 We believe the solution centers around clarity of People will only be willing to come to purpose, which informs clarity of policies. CEOs the office for the promise of community, should be crystal clear about the company’s relationships, and factors that enrich their ambitions and how their employees can play a role careers, and the responsibility to deliver in getting them there, and they must be so firm these things lies with leadership. in their convictions that they’re prepared to lose employees for whom the plan doesn’t work. Putting Earning people’s commute demands proper it into practice will require an attitude that bears investment in designing intangibles into a hybrid the hallmarks of a life-centric approach, to ensure working model. This means starting from a blank it stops short of the directive (even dictatorial) sheet of paper and taking no suggestions off the approach we’ve rejected above. table before fully investigating their value. It’s To make this work, the role of leadership and essentially the zero-based approach—albeit in managers should evolve to include a degree of a very different, non-financial context. Designing event management. Leaders must create reasons intangibles into a hybrid working setup will for people to want to come into the office, beyond require imagination to create solutions and plenty free coffee—they must earn people’s commute. of drive to embed them. The idea of planning for spontaneity sounds absurd but it’s doable with creativity—think weekly 30-minute coffee chats unrelated to work, with randomized small groups of people. Time should be strictly ringfenced for celebrating successes and sharing ideas, for building relationships and having inconsequential conversations. + algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 42
as t w s i A 03 There should be new rules to reduce online Space design is also important, and some meetings on days when people are in the organizations are already creating spaces that office to make space for the intangibles they foster deeper connections with colleagues. can’t benefit from at home. Salesforce, for example, opened a 75-acre ranch where it’s running a range of employee If people are taking calls through headphones engagement programs to bring people together 55 A lot of people find much-needed all day, they’re still isolated—just in a different in person. location. Calendar etiquette should be redesigned balance in the opportunity to choose when they to make it acceptable to reschedule calls for the go to the office or work from home. sole reason that the invitee will be in the office that Office environments usually exist within the wider day. In fact, the digital calendar looks like it’s up for context of a city or town, which must inform complete redesign. strategy for delivering on intangibles. Exactly what Tools are a key part of the redesign, and leaders cities offer (and how they offer it) was part of the + colorful should scrutinize each for its suitability for hybrid work package for many if not most office workers, working and ditch those that fall short. Employees and it creates a triangle of places from which will likely have strong views on what works for people derive invisible benefits: city, workplace, them, and what puts an unnecessary kink in home. Shops, a variety of lunch places, even the their working day. They’ll have already spotted scenes people walk past to get to work can all opportunities for streamlining, so companies create a vibe that make it worth commuting in. In could save time and money by involving them London, Thursday night is the new Friday—a self- in the discussion. reinforcing trend that allocated Friday as a stay-at- home day, so social engagements moved earlier 56 in the week. Copyright © 2022 Accenture. All rights reserved. 43
as t w s i A 03 Many cities are thinking about their own unique selling points and looking at ways to attract and retain the best talent from around the world. For instance, Line is a new city in Saudi Arabia that will run entirely on renewable energy and will eventually be home to 9 million residents whose needs will all be reachable within a five-minute 57 Cities have become more community- walk. centric, thinking through traffic by expanding car-free neighborhoods and developing public transportation and bike lanes. Barcelona is addressing spatial planning by creating green 58 hubs that form rural areas in urban jungles. Paris has introduced a dedicated series of “streets to schools” as it looks to make the city 59 safer for children. Leaders now need to decide which approach will serve their business and their employees best. It’s not about just where people work—it’s + futuristic, surrealism, diverse subject, optimistic, 8k, change 100, aspect ratio 3:2, algorithm version 4 how they work, and the value exchange between employer and employee beyond money. In some cases, leaders will need to make clear that what employees want may, in fact, be detrimental to their own experience of work. It’ll be a hard sell, but an important one. Copyright © 2022 Accenture. All rights reserved. 44
23 20 ds en r T e f i L e r u t en c c A 04 / AI PROMPT / ADDITIONAL HUMAN USER PROMPTS Exploring how neural networks can be used as a + aspect ratio 16:9, change 100 creative tool for art and music OK, Creativity
ty vi i t ea r K, C O 04 AI is now in people’s hands for creativity Artificial intelligence is breaking new ground and helping people harness their innate creativity. What was once a tool for companies to complete repetitive tasks is now a co-pilot that’s available to everyone as part of their creative process. Suddenly, anyone can create reasonable-quality language, image, and video content with seemingly little effort or learned skill. With developments emerging at astonishing speed, companies need to be thinking about this now and working out how to stand out in a sea of decent content. + 33mm, extremely realistic, hyper detailed, change 100, aspect ratio 16:9 Copyright © 2022 Accenture. All rights reserved. 46
ty vi i t ea r K, C O 04 What’s going on When rumblings about artificial intelligence (AI) first started years ago, many people feared their jobs would be automated but those in creative fields felt a little safer, believing that creativity must surely be a uniquely human ability. That’s changing fast, as 2022 saw technology take giant leaps, with new tools frequently springing up 60 to put tech-powered creativity right in people’s hands. While there’s no consensus on the definition of “creativity,” in this context it’s the ability to produce something new. It’s a process that results in an outcome, like art, books, or music. Creativity evolves culture—influenced by environmental and social norms, and the motivations that push people to follow, reject, or change those norms. Technology is now acting as a co-pilot that sits alongside anyone who’s interested in harnessing their innate creativity. + 50mm, hyper realistic, 8k, algorithm version 4, aspect ratio 3:2 Copyright © 2022 Accenture. All rights reserved. 47
ty vi i t ea r K, C O 04 A threat response when new technology emerges seems to be hardwired into people’s psyche. For instance, when photography was first invented, people found it peculiar and worried about what would happen to the art of capturing a scene 61 As it turned out, photography through painting. arguably opened the door for new painting movements like impressionism and surrealism. Indeed, photography itself became about much more than simply capturing images for utilitarian + aspect ratio 16:9, change 100 or record-keeping purposes and is a creative artform that has made the world an infinitely richer place. Copyright © 2022 Accenture. All rights reserved. 48
ty vi i t ea r K, C O 04 Technology’s impact on creativity has often been used as a tool that expedites the process. It helps people figure out what to do with ideas and how to take them further, or else it creates entirely new possibilities that can be developed. It’s rapidly evolving beyond its purpose as just a tool for efficiency into a creative canvas that opens new possibilities. Neural networks or deep learning are often lumped into a broader definition of artificial intelligence, which we’ll indicate with quotation marks (i.e., “AI”), as we believe this is the terminology people will use. In the past year, “AI” has been breaking new ground in the creative field at an exhilarating pace. The technology is certainly a driver of this change, but the most exciting part is the accessibility of deep learning to the public, which is inspiring a wave of innovation. + 50 mm, hyper detailed, 8k, aspect ratio 1:1 Copyright © 2022 Accenture. All rights reserved. 49
ty vi i t ea r K, C O 04 “AI” has been in the news for decades, having As we went to press with this report, first being introduced in 1956. It beat a chess ChatGPT emerged, suggesting a big leap player in 1997 and won a Jeopardy match against forward in “AI”’s ability to create accurate 62 Self-driving cars, search and a human in 2011. and useful text, which may become a major recommendation engines, voice assistants, and 64 facial recognition are just some of the use cases challenger to search engines. most associated with it. Essentially, “AI” has largely been used by enterprises and brands as a service For sound, Magenta is a research project from to people or for people. Google, exploring how neural networks can be used as a creative tool for art and music, and 65,66 Recently, neural networks have been made widely Jarvis is a tool that can help create song lyrics. available to create language, images, and Jukebox is a neural network that generates music— music, putting “AI” squarely in people’s hands including rudimentary singing—as raw audio in a 67 as a tool for creativity. variety of genres and artistic styles. + 50mm, hyper detailed, 8k For language, neural networks are being used to generate sentence structures in text based on a 63 It’s language model with 175 billion parameters. sophisticated enough to generate copy for blogs, emails, and articles, (albeit copy that could then benefit from some human editing). Copyright © 2022 Accenture. All rights reserved. 50
ty vi i t ea r K, C O 04 For images, Midjourney is a closed-source, deep AI is shifting from enterprise and service learning model (accessible via the Discord bot with enablement (which is often invisible) paywall) for creating images from text and even to something that is highly visible and 68 It has a highly active creator from other images. applicable in all parts of people’s lives— community around it. In fact, Accenture designers around the world experimented with Midjourney to not unlike the shift in computing from visualize their pitch ideas for this trend. mainframe to PC. At the time of writing, Dall-E2 (which preceded But what does all this mean? Today, computers Midjourney and was also closed source with are so capable, they can do many things better paywall) has 1.5 million active users generating than people at this point, they work on demand 69,70 Stable Diffusion and can’t generate ideas without being trained 2 million unique images a day. emerged as we were compiling the Trends up by people. “AI” doesn’t have imagination, so report in September 2022 and already has more it can’t come up with a high-concept movie or than 10 million users across all channels, and ad campaign, and it doesn’t have heart, which is importantly is open source with a paywall option arguably what gives art its power. 71 for higher speed. Because it’s open source, there has been an incredible amount of innovation in a The ease of access means “AI” is being built very short time. into more existing creative tools, websites and apps, and repackaged in inclusive formats for people of every language, culture, age and ability. This development enables individuals to be exponentially more productive than previous generations and generates opportunities for brands and businesses. + world, aspect ratio 2:3 Copyright © 2022 Accenture. All rights reserved. 51
tyty vivi ii tt eaea rr K, CK, C O 4 O 040 The speed with which the accessibility of deep learning models has grown is making people question whether creativity is under existential threat, but we would argue that this is simply another variation of the natural cycle of progress. Image created using artificial intelligence CopCopCopyright © 2yright © 2yright © 2022 A022 A022 Accenturccenturccentureee. All rights r. All rights r. All rights reeeserserservvved. ed. ed. 5 52 522
ty vi i t ea r K, C O 04 What’s next When it comes to developments in this Google has already published a proof-of- technology, “next” is becoming “now” at concept paper for DreamFusion, which astounding speed. As venture capitalist shows potential for “AI” to generate 3D Daniel Eckler details on his Twitter feed, objects from text and Meta has launched “AI” will continue to enable an explosion Make-A-Video, which creates high-quality of creativity, with new tools coming out at 81,82 Soon, “AI” might videos from a few words. 72 83 pace. It’s almost impossible to keep up be creating entire immersive spaces. with the amazing array of game-changing In Fjord Trends 2022, The Next Frontier applications for business, such as generating speculated about the metaverse and its synthetic brain scan images that drive potential future developments. One thing we medical research, on-demand interior hadn’t predicted was the possibility that design, stock photography for presentations, “AI” could become the tool of choice for Hollywood-style film effects, seamless building it, and yet, it looks increasingly likely textures for video games, new kinds of rapid to be the case. animation that could launch new streaming content, on-the-fly animated videos and The speed with which the accessibility of books, concept art, plugins for design tools deep learning models has grown is making 73,74,75,76,77,78,79,80 and software, and much more. people question whether creativity is under existential threat, but we would argue that this is simply another variation of the natural cycle of progress. But as always, steps forward in technology bring potential positives and negatives. Expect debate along these lines: + algorithm, version 4 Copyright © 2022 Accenture. All rights reserved. 53
ty vi i t ea r K, C O 04 Good/utopian First, there’s the creativity aspect. Second is the efficiency aspect, as people The hardest part of the creative process is who use these tools will be able to create going from zero to one—meaning making new content at speed. Until recently, the first mark on a blank page or canvas. searching for an image online yielded Neural networks will help people to get variable results, but those results are started, and then they can build layers on becoming more imaginative. There’s top to produce excellent output. also reason to believe that content will move on from static to adaptive, As a tool that accessible to anyone such that it will be possible to create who wants to use it, “AI” is driving programmable content that flexes a new wave of creativity at scale. according to the audience. + aspect ratio 16:9, change 100 The output will include new genres Furthermore, “AI” will make it quicker and such as art, electronic music that easier to align content to brand style reaches new dimensions, and more guidelines, and even to react to events, sophisticated writing. news, or customer complaints in a brand- compliant way. It will likely become possible to program “AI” to know how to craft appropriate responses with little or no supervision. Copyright © 2022 Accenture. All rights reserved. 54
ty vi i t ea r K, C O 04 Bad/dystopian People’s fears of being replaced or made redundant will need to be handled sensitively. In this context, “AI” should be described as what it is: a tool that enables people to explore their own natural creativity. These advances in technology will most probably involve creative industries, meaning it won’t turn out to be as daunting a prospect as it may seem to some. It’s unclear how professional creators will be able to opt out and preserve copyright over their work. When a creator’s work is blended with others’ work using these “AI” models, how will copyright issues be unpacked? AI platforms must take responsibility for the content used to train the “AI,” stay in control of damaging behaviors, and protect the rights of 84 people and artists. Quality of output is utterly reliant on quality of data, and bias is virtually inevitable. This will likely be addressed in future, but the basic guardrails in place right now don’t solve for the fact that the largest data sets don’t represent all cultures or ways of thinking. And, when machine learning has created 51% of the world’s content (which could happen quickly), might it start going round in a loop, like the social media echo chamber phenomenon? If “AI” uses “AI”-created content to create more content, does it stop being so useful, interesting, or creative? + fine art, photography, aspect ratio 3:2, algorithm version 4, style 750, style 5000, quality 2, uplight Copyright © 2022 Accenture. All rights reserved. 55
ty vi i t ea r K, C O 04 The pace of development is the key thing, and it’s Companies will need to work out how to why companies need to be thinking about this make an impact in a world inundated with now (if they’re not already). For example, Droga5 creative user-generated content. (part of Accenture Song) offices around the globe have used “AI” to generate 116 works of innovative Much of it will be topical and its relevance short- art, which are now taking up residence in a virtual lived. They will need to transition their teams 85 exhibition and in physical form in Dublin, Ireland. to a new content strategy focused on creating For many people, this moment in time is when “AI” larger volumes of 3D content, as well as hero becomes real and starts to find its way into their content that competes with consumers’ output everyday lives. We expect “AI” for creativity will on concept and quality. Teams will need to upskill become so mainstream that children will start to to learn to use these new tools and develop their use it to illustrate their homework. understanding of “AI,” and be acutely aware of This will also affect the metaverse and immersive where the boundaries lie between their personal worlds. Creators are already playing with Stable and professional capabilities. Diffusion technology to project “AI” imagery as Machines that can help anyone create images, 86 a layer onto real-world rooms and settings. videos and text—which were formerly tasks for People’s ability to generate images and worlds for skilled human designers—have increased the pool gaming and experiences changes the dynamic of people who can create. In turn, this promises to + aspect ratio 16:9, change 100, test, creative of world building and content creation. If the make storytelling easier for every employee. Much pace continues, then it’s entirely likely that within as presentation software enabled a dramatic shift months or a few years, people will be able to in people’s ability to explain and convince within create their own metaverse places—gaming corporations, so neural networks will enhance their worlds, experiences—en masse. This will generate ability to generate compelling presentations. an inevitable market need for the guardrails between the places people create, and those who connect these places together will create valuable new businesses. Copyright © 2022 Accenture. All rights reserved. 56
ty vi i t ea r K, C O 04 Marketers will likely find new utility with machine Returning to the photography example, it took learning. Tomorrow’s chief marketing officer may decades for the technology to reach the hands of use tech-generated images as concept art before the masses—it will only take months for “AI” to do the photoshoot or video in audience testing the same, and it will impact how people function. before the big campaign enters production—they Businesses that lean heavily on visual content (like might even use “AI” to generate 3D graphics for social media platforms) will likely be transformed a metaverse brand activation. It could breathe almost overnight. On a personal level, the way life into campaigns at an earlier point in the people live their lives will probably be impacted timeline and ultimately lead to quality results at as they weave this newfound ability to be more higher speed. creative into their activity at work and at home. It’s an absolute truth that everyone has some These developments will simultaneously put the degree of creativity within them. The interesting ability to be creative in people’s hands and take it tension here is between “AI” helping them explore away, and organizations will be confronted with that creativity and the quality of output. Attention the impact of both. They’ll need to find ways to to craft separates the excellent from the average— be noticed in a sea of good creative content, and and the craft cannot stand still but must evolve imagine what these new tools can do to enhance with the new tools. We expect to see increasing the speed and originality of innovation. debate around quality and standards where “AI” is 87 applied to creative work in professional settings. As with most emerging technology, open In design, for instance, if technology plus a novice questions around the legal and ethical can design something good enough, might an employer start to question the need to invest more implications remain, and it’s important for for experienced designers? Without care, output companies to consult with their legal and will become sub-standard. compliance teams and monitor developments as adoption grows. + weight +1, omit text; letters, algorithm version 4, aspect ratio 3:2, change 100 Copyright © 2022 Accenture. All rights reserved. 57
23 20 ds en r T e f i L e r u t en c c A 05 / AI PROMPT / ADDITIONAL HUMAN USER PROMPTS Digital identity, objects and assets + aspect ratio 16:9, change 100 Signed, sealed, delivered
d e r e v li e d, d e eal d, s e gn i S 05 Digital wallets: a question of adoption A digital identity crisis is going on and brands should take note. The status quo of how personal data is used—and even misused—is long overdue for a change, and people may soon regain control through digital wallets containing tokens to represent ID, payment methods, loyalty cards, and more. Crucially, the default will be that they’ll decide how much data they share with organizations. For brands, it might replace data lost to cookie restrictions with first-party data from people who voluntarily share it. The devil is in the details when designing the value concepts and building people’s trust in the technology’s ability to keep their most precious personal data safe. Defining how to ensure adoption is not a trivial task. + algorithm version 4, aspect ratio 3:2, change 100 Copyright © 2022 Accenture. All rights reserved. 59
d e r e v li e d, d e eal d, s e gn i S 05 What’s going on Privacy is a fundamental right. However, in online experiences today, there’s a lack of transparency in how companies are using people’s data, and trust has diminished. According to software marketplace G2, 86% of people in the US stated that they felt growing concerns about their data privacy, and a further 78% expressed concerns about the amount of data collected—but they still 88 wanted personalization. + design, photo realistic, aspect ratio 4:1, change 100 Copyright © 2022 Accenture. All rights reserved. 60
d e r e v li e d, d e eal d, s e gn i S 05 Dark patterns, which are design tactics that In addition to privacy concerns, persuade or heavily influence people to make the friction in people’s internet experience certain choices, have been tricking internet users has been increasing. into giving up their data, money, and time. Third- party cookies follow people around the web Cookie preference pop-ups are just as much for retargeting purposes, helping brands lure of a nuisance as pop-up ads, and for every new them back to their sites to make a purchase. Ad site or service provider, people are required to networks have stored incredible amounts of user onboard data all over again. Today, they’re forced data, and may have access to sensitive detail such to remember, on average, over 100 usernames as medical history, sexual orientation, and political and passwords—each of which should be unique affiliation. The problem is that, in some cases, this and/or follow a specific set of rules around upper information is linked to people’s real names—and 89 it’s unclear how extensively this is happening. and lower case, numbers and special characters. The experience is wildly fragmented and anxiety- provoking as they must manage brands’ attempts to collect information about them and enter a set of personal details multiple times a day. + ambient, cinematic, rim light, pastel colors, well detailed, aspect ratio 2:3, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 61
d e r e v li e d, d e eal d, s The mental burden is enormous and grows with every new job, e gn activity, retailer, social media platform, or financial transaction. i S But digital change is in the air. 05 In 2023, Google is phasing out third-party cookies, which is forcing brands to create marketing approaches that are less reliant on third-party cookies and to use more transparent, 90 privacy-centric tactics to target customers. Viable alternatives for marketing strategy are leaving a gap in how advertisers collect people’s data, and there’s anxiety in the marketing industry. As of 2021, some 83% of marketers still relied on third-party 91 cookies as part of their marketing strategy. A G2 article from February 2022 states that 44% of marketers predicted they’d need to quintuple their spending from 5% to 25% to hit the same 92 goals in 2022 as they did in 2021. + 35 mm, 3d render, cinematic, geometric, aspect ratio 3:2, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 62
d e r e v li e d, d e eal d, s e gn i S 05 We see signs that tokenization could be a win-win for people and for marketers. The rise of digital ownership, through blockchain Today’s tokens of life range from the important technology, is shifting the power dynamic to users to the useful, the permanent to the fleeting. by putting them in control of their digital identity Important tokens generally cannot be transferred through non-transferable fungible tokens stored between people. Some prove who a person is, (like in digital wallets. What are tokens? When people birth certificate, passport, citizenship card, etc.), check their coat at an event, they get a ticket in and others are critical for a specific purpose, (such exchange, showing a unique number matching as driver’s license, medical records, education that on the coat hanger. The little slip of paper is a certificates, employee ID badge, homeowners’ physical token that represents that coat and serves deeds, etc.). This trend is just as important for as proof of who owns it. those institutions that create personal identifying information—such as government agencies for personal data, universities for credentialed degrees and so on—as it is for brands. + 8bit digital art, octane render, 3d mixed media, aspect ratio 3:2, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 63
d e r e v li e d, d e eal d, s Digital identity, objects, and assets will increasingly e gn be stored in a “wallet” online, built on the blockchain. i S Web3 wallets serve two major functions. The first is 05 that wallets allow their owners to manage all owned digital assets, currencies, and tokens in one place. The second is that wallets are used for accessibility to other blockchain-based apps. People can authenticate themselves through their wallets, and 93 They’re easy to use—at least in it’s pseudonymous. theory—and becoming more accessible. The promise of Web3 (and what wallets enable) is the ability for people to take their data with them and share it with—or even sell it to—brands and 94 companies they trust. They remain in complete control of their assets because nobody else has access to the tokens. From Twitch to Burger King, large companies are + isometric, render, aspect ratio 3:2, algorithm version 4 95,96 recognizing digital wallets as a payment option. Metamask, one of the most popular wallet providers, currently has 21 million users, and usage multiplied 97 Computer Weekly predicts that by 38 since 2020. more than 60% of the world’s population will use digital wallets by 2026, with Southeast Asian countries 98 expected to see the steepest growth. Copyright © 2022 Accenture. All rights reserved. 64
d e r e v li e d, d e eal d, s e gn i S 05 What’s next We see the need for a full ecosystem shift in the years ahead, as blockchain-based technologies transform the experience of people’s online lives. While it’s still a ways off, we’re seeing the foundations of an open wallet framework starting to form with transparency and interoperability built in at the core. We expect to see a universal digital wallet system that enables people to carry their tokenized identity (via governments), money (via banks), possessions, and loyalty (via brands) around wherever they go online. This is the next version of the wallets in use today in Web3. + photorealistic, aspect ratio 16:9, change 100 Copyright © 2022 Accenture. All rights reserved. 65
dd ee rr ee vv lili ee d, dd, d ee ealeal d, sd, s ee gngn ii S 5 S 050 As the ecosystem emerges, identity tokens (via Web3 wallets) will put people in control of their data. If people owned their data, they would be able to choose, monitor, and adjust what data they share with the businesses they interact with. Image created using artificial intelligence CopCopyright © 2yright © 2022 A022 Accenturccenturee. All rights r. All rights reeserservved. ed. 6 666
d e r e v li e d, d e eal d, s e gn i S 05 Non-profit technology consortium, The Linux According to The Linux Foundation, “Massive Foundation, has launched the Open Wallet business model change is coming and the winning Foundation (OWF) with a mission to “develop a digital business will be the one that earns trust secure, multi-purpose, open-source engine anyone to directly access the real data in our wallets to 99 100 can use to build interoperable wallets.” Moves like create much better digital experiences.” This + detailed C4D render, surrealism, surreal concept art, digital painting, complex, aesthetic, this will offer people and brands a way to shape a will be the basis on which people reclaim their dreamy, ion luminescence, hyper-realistic, atmospheric, 8k, volumetric lighting, spatial glow, relationship, cutting out the behemoth companies data privacy and control, and brands create better wide angle lens, aspect ratio 3:2 that have profited from sitting in the middle, digital experiences. harvesting and selling on customer data. While a lot depends on design, (more on that Digital wallets promise to give people control shortly), these changes should be eagerly over their data privacy and will offer companies a welcomed by internet users as soon as they platform to obtain more valuable first-party data in understand the benefits they’ll gain: a post-cookie world. Copyright © 2022 Accenture. All rights reserved. 67
d e r e v li e d, d e eal d, s e gn i S 05 Firstly, as the ecosystem emerges, identity tokens (via Web3 wallets) will put people in control of their data. If people owned their data, they would be able to choose, monitor, and adjust what data they share with the businesses they interact with. They could also set preferences and selectively disclose the minimum amount of personal information required to receive the desired service. New privacy preserving techniques will enable brands to create highly personalized experiences but will prevent them from storing or misusing people’s raw data. Brands that retain, share, or link people’s personal information beyond what’s + 8bit digital art, octane render, 3d mixed media, aspect ratio 3:2, algorithm version 4 necessary for the service they provide could betray customer trust. When customers can simply revoke access to their first-party data, brands will not be able to force their way into people’s digital wallets. Copyright © 2022 Accenture. All rights reserved. 68
d e r e v li e d, d e eal d, s e gn i S 05 Secondly, people may no longer need to onboard their data to individual service providers—instead, service providers would have to onboard to them. This would reduce today’s friction points of having to update identity details with service providers that hold such information. For instance, if a person moves home, they’ll change their address once and any organization that has been granted sight of that information will be updated. This streamlines people’s experience and reduces opportunity for error. + digital art, render, mixed media, aspect ratio 3:2, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 69
d e r e v li e d, d e eal d, s Thirdly, when people have absolute When customers willingly share their data, e gn it suggests a level of buy-in to whatever i control over their data, businesses S the brand is offering. Companies spend an will have to work harder via loyalty 05 average of 10% of revenue on marketing, but programs and incentives to reward the average conversion rate is between customers for sharing their data. 101, 102 2-5% because the quality of data is poor. Experimenting with new avenues to grow This is a renegotiation of the established first-party data and increase conversion rates dynamic from the past decade. People who will prove to be lucrative. trust a brand will want to offer their data in exchange for benefits offered. We expect When someone shares parts of their digital to see brands plugging their loyalty apps identity with a brand, a rich profile will be into people’s digital wallets as a strategy to built, telling a deeply personal story about fit seamlessly into their lives and earn their them. This will enable more accurate and trust—and their data. Ultimately, loyalty personalized marketing. programs will improve when customers own the data the programs collect, such that However, all this comes with a major caveat: it can’t be sold on. This aligns incentives: despite the obvious advantages, will there marketers will want and need to be be significant adoption? Tokens represent trustworthy because if they aren’t, they won’t a huge design challenge. There will be a have consumer data to work with. They will transition point where the technologies compete to become the most trusted brand that are in the foreground today (i.e., in their category because customers will tokens, blockchain, Web3), will fade into have the power to go where they want, buy the background and just become part of what they want, and share what they want. digital experiences. As much as any new technology we can remember, adoption will require excellence in experience. + paper cut-outs, Pop-up book, paper cuting , aspect ratio 3:2, upbeta, algorithm version 4 Copyright © 2022 Accenture. All rights reserved. 70
d e r e v li e d, d e eal d, s e gn i S 05 How will customers be convinced that the 3. Helping people understand what a wallet is— wallet is trustworthy and secure? beyond a payment mechanism. This is the mental model shift, where the wallet address Everything above represents a massive becomes the new email address. shift in control and access, and in the mental model people have of how things work around 4. Understanding the layers, levels, or zones of identity, data, and ownership. permission people can grant to businesses through their wallet. We expect almost nobody Four life-centric requirements stand out: will be willing to define token-by-token access every time they’re asked. So how can it 1. Showing people that the control they be designed as a quicker task? How can it be will get over their data privacy—and how much made easy for the user to set up and control better this is than the status quo— layers of access? Every extra step in addition is absolutely worth the time they’ll need to those that people take now will lead to a to invest to manage it effectively. drop-off in engagement, so how do designers mitigate that? + photo realistic, sharp focus, 35mm photography, change 100, ar 16:9 2. Making tokens easy to obtain and use in day-to- day transactions. Simple onboarding is essential. Right now, crypto is far too complex, so it’ll be important to learn from experience and shape the future with empathy for all users. Copyright © 2022 Accenture. All rights reserved. 71
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
ion s u l c on C Conclusion Shifts in control ultimately lead to shifts in power, and these seemingly small shifts in control will alter power dynamics on a systemic level. The outcomes will look different from what we’ve In their roles as leaders, workers, customers, seen before, thanks to changes in attitudes and consumers, creators, and human beings with maturing technology. rights, people will be seeking ways to claw back some control. When the aftershocks finally Marketing relationships will be altered as the power settle into a calmer pattern, people will open dynamic shifts between brands and customers their eyes to see a new picture of progress. —the latter will have casting votes on brands’ permission spaces, and they’ll be able to ringfence their data as they please. Leaders will need to be prepared to reshape the power dynamic with hybrid workers, for the good of innovation and working relationships. Copyright © 2022 Accenture. All rights reserved. 73
Authors Mark Curtis Katie Burke Agneta Björnsjö Nick de la Mare Gretchen McNeely Co-lead Metaverse Continuum Global Lead of Thought Leadership, Global Research Lead, North America Design Lead, Design Research Lead, North Business Group, Sustainability Content and Offering, Metaverse Accenture Song Accenture Song America, Accenture Song lead, Accenture Song Continuum Business Group, Accenture Song Mark Curtis is Global Head of Katie Burke is part of Accenture Song, Agneta leads the global Accenture As a Managing Director and Co- Gretchen McNeely is Group Innovation and Thought Leadership and is the Global Lead of Thought Research team dedicated to lead of Song Design in North Design Director and Song Design for Accenture Song. Currently in Leadership, Content, and Offering for driving innovative and ground- America, Nick is responsible for Research Lead, North America. that role he co-leads Accenture’s the Metaverse Continuum Business breaking research and thought craft excellence, and driving the She is a seasoned UX and Metaverse Continuum Business Group. She serves as the co-lead leadership for Accenture Song. region in the pursuit of paradigm- design strategist with a Group. He also leads Sustainability of the annual Accenture Life Trends She was a co-author of the Human shifting, impact-driven convergent background in physical product, for customer, brand and experience. report, as well as leading Accenture Paradox published in 2022 and Life design that breaks new ground for environmental and service He co-founded design agency Song’s ground-up innovation Reimagined 2021. clients and contributes to positive design, and digital content. Fjord in 2001. Fjord was acquired by programs, that explore emerging systemic change around the world. Accenture in May 2013. technologies and their intersections with humans, interactions, and brands. Copyright © 2022 Accenture. All rights reserved. 74
Contributors Acknowledgements Accenture Song Alexandre Naressi Abigail Miller Danilo Ramírez Chaves Isobel Loseby Luisa Pessoa Niklas Wiedemann Swin June Turk Baiju Shah Ajay Murthy David Johannes Krogh Ito Yuki Malope Taetso Phasha Paula Regidor Tatevik Lind Brett Hornung Akimoto Haruka David Kim Izzy Marsh Marcello Pirovano Petroula Elliott Thibaut Langlet Chloé Cappelier Alejandro Segura Eduardo Kranz Jasper Wiese Margherita Stanga Phoebe Morrison Thomas Jossa Dallas Holland Aleks Romano Eduardo Villalobos Jenny Solano Odio Maria Casey Prakhar Mehrotra Tim Olbrich David Treat Alexandra Williams Elena Tecce João Pereira Maria João Fonseca Rachael Goude Tom Verschueren Dominic Paolino Alissar Diamenti Emelie Kem Jose Ramirez Marie Michels Robin Dauchot Tommaso Ottaviani Elisabeth Edvardsen Amanda Villarreal Emma Carpenter Josefin Meyer Marina Le Roux Rodrigo Rico Tuva Lunde Smestad Helen Tweedy Ana Clara Lopez Erin Jacob Josué González Quirós Marion Duncan Rui Teimao Valentina Morales Joshua Bellin Anastasia Hansen Eugene Daubry Juan Carlos Pedraza Marta Fontana Ruth Elliott Viraj V Joshi Josh Woods Angela Cerón Fernanda Romagnoli Kaoru Sato Martina Turano Sabrina Campagna Vittoria Scatiggio Juliana Azuero Anna Jezegabel Francesca Zambon Karina Lopez Meg Squires Sakurai Haruka Watanabe Kosuke Lewis Harvey Ash Stadlin-Robbie Frederik Severyns Katrine Rau Mireya Fernandez Velasco Sam Kragtwijk Wendy Ooi Marvin Miranda Barbara Cuevas Viquez Gabriel Moya Kitani Shizuka Moma Zúñiga Sander van de Pavoordt William Page Nick Law Cara Aerts Gareth Hughes Laura Diaz Mon Patel Sanika Ratanpal Yannick Peers Omaro Maseli Carly Thompson Giorgia Cazzanelli Laura Oliver Mónica Gómez Sanya Sud Quezia Soares Carmen Stamato Giulia Begal Laura Poluzzi Montse Zamorano Sara Parra Aguirre Rahel Rasu Chloe Kim Grace Hughes Leonie Hesse Moritz Casonati Sebastian Ordoñez Choi Sojung Gregório Bandeira Livia Enderli Natalie Rubin Sheena Patel Chris Wickes Gustavo Dolabella Lode Rummens Nicolas Hobson Sheldon Hall Christine Truc-Modica Hanna McLachlan Lucia Ramirez-Montt Nikki Van Oostende Signe Elise Livgard Connor Gaughan Hannes Mayrhofer Luciana Estrada Rastko Kovacevic Simon Nagel Damion Rosso Honma Minatsu Luis Roy Rina Strydom Simone Serasini Daniel Quirós Villalobos Isabelle Nielen Luisa Pacheco Robert Hulmes Sofia Lopez Zendejas Copyright © 2022 Accenture. All rights reserved. 75
Acknowledgements (continued) Accenture Accenture Accenture Canvas M+C Research Carlos Hildalgo Alex Abraham Ajay Garg Chad Balkum Alexander Claremont Bridget Connelly Channing Williford Andrea Barabino Gabriel Schmittlein Charleston McNair Andreea Macsiniuc Gaurav Jai Kumar Duncan Marshall Andy Flight Gerry Farkova Elaine Stroumboulos Artur Scherer Ravi Advani Grace Lerman Ashley Williams Michael Malinoski Gregory Vasey Atique Ullah Sandra Najem Greg Kaplan Dede Jackson Ji Myung Nana Sheppard Florencia Shekerdemian Karey Cannon Hanna Hinson Kevin Johnson Inna Lifshin Krista Knudtsen Julian McBride Laura Small Keith Upton Minna Ninova Kelly Lucy Salat Parker Luchetti Harrington Maigan Triplett Peter Ostebo Narayan Devdhar Rafael Garcia Nikki Domingo Tony Rizzuto Pauline Norkiewicz Victoria Nadal Robert Zapalski Rosie Milton-Schönemann Sheryl-Sue Sober Stephen Connors Tatjana Berg Tina Janczura Copyright © 2022 Accenture. All rights reserved. 76
About the research Crowdsourcing from our people Experience Innovation Radar Each year, we ask Accenture Song’s We worked with Accenture Song R&D in Sophia global network of designers, creatives, Antipolis, France, to broaden our perspective of technologists, sociologists, and anthropologists emerging signals using the Experience Innovation to watch out for potentially influential signals and Radar, a proprietary high-frequency signal research trends impacting their communities and countries. process focused on the intersection of human, We run trends workshops throughout July–August technology and business trends. in 40+ locations around the world, then teams pitch their top ideas to the editorial team in Validating our trends August–September. This year, we used an internal online platform and captured over 450 unique We validated our trends themes externally in signals across other Accenture Song communities. two steps. First, we ran online focus groups in We processed nearly 4,000 sentences of text seven markets (UK, US, Brazil, China, France, and audio data and fed them into our NLP topic South Africa, and India) with a total of 587 modeling algorithm. This algorithm created 40+ participants. Secondly, we ran an online survey key topics from the trends conversations, which across 20 countries with 14,500 participants in were then used to accelerate and inform the trend December 2022. synthesis process. From there, the editorial team Once the trends were refined, we put them to worked together to further synthesize, shape, and the test with Accenture’s own experts in Talent refine the trends report. and Organization, Commerce, Technology, Sustainability, Research and Development, among others. Copyright © 2022 Accenture. All rights reserved. 77
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32 Ningwei Qin, Yahoo! 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As the pandemic work may stifle innovation,” September 1, 2022 62 Tanya Lewis, Live Science, “A brief history of artificial intelligence,” experience for its Starbucks Rewards members,” September 12, 2022 recedes, do we want to return to the office?,” October 9, 2022 https://news.mit.edu/2022/remote-work-may-innovation-0901 December 9, 2021 https://stories.starbucks.com/press/2022/starbucks-brewing- https://www.msn.com/en-au/news/brisbane/covid-saw-millions-of- https://www.livescience.com/49007-history-of-artificial revolutionary-Web3-experience-for-its-starbucks-rewards-members/ australians-start-working-from-home-as-the-pandemic-recedes-do- 54 Neal Stanton, Forbes, “The impact of remote work on productivity -intelligence.html we-want-to-return-to-the-office/ar-AA12LXg7 and creativity,” January 14, 2022 38 Stephanie Hurder, Yahoo! Finance, “Can Starbucks bring Web3 into https://www.forbes.com/sites/forbestechcouncil/2022/01/14/the- 63 Papers With Code, “GPT-3”. 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Are we doing it wrong?,” friday-uk-returns-to-the-office-midweek-days-remote-working https://www.jarvis-lyrics.com/ https://techcrunch.com/2022/10/18/redditors-have-created-millions- September 22, 2022 of-crypto-wallets-to-buy-nft-avatars/ https://www.microsoft.com/en-us/worklab/work-trend-index/hybrid- 57 Cajsa Carlson, Dezeen, “This week drone footage revealed the 67 OpenAI, Jukebox, April 30, 2020 work-is-just-work? construction of The Line megacity,” October 22, 2022 https://openai.com/blog/jukebox/ https://www.dezeen.com/2022/10/22/this-week-drone-footage- construction-the-line-saudi-arabia/ Copyright © 2022 Accenture. All rights reserved. 79
68 Mureji Fatunde and Crystal Tse, Bloomberg, “Stability AI raises seed 78 Daniel Eckler, Twitter, September 20, 2022 05 Signed, sealed, delivered 97 Jason Wise, Earthweb, “Metamask statistics 2022: how many people round at $1 billion value,” October 17, 2022 https://twitter.com/daniel_eckler/status/157221042561339 use metamask?,” October 10, 2022 https://www.bloomberg.com/news/articles/2022-10-17/digital-media- 8016?s=20&t=W- lhg6E8JS_EaCsz-Z96RQ 88 Hannah Stewart, Learn G2, “The cookieless future: why are cookies https://earthweb.com/metamask-statistics/ firm-stability-ai-raises-funds-at-1-billion-value going away?,” February 9, 2022 79 Daniel Eckler, Twitter, September 20, 2022 https://learn.g2.com/cookieless-future 98 Karl Flinders, ComputerWeekly.com, “More than 60% of world 69 OpenAI, DALL-E 2. 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All rights reserved. 80
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