The future will be invisible, and less will be more
We’ve already glimpsed the future. The best notifications of today that remind and cajole you do so by analyzing your context and feeding you the correct information at the right time so you can act. Sometimes, it acts for you—your digital coffee money is topped up, you’re upgraded to first class and your investments are rebalanced.
But this, as computer scientist Alan Turing might say, is just a foretaste of what is to come and a shadow of what future digital experiences will be. Future experiences will, with your permission, do the heavy lifting for you. They will understand you to the point that they can anticipate the need, harness the correct information, craft the right solution and implement it.
These anticipatory experiences will be invisible. They will alleviate the need for consumers to point, click, swipe, call and do many other methods of engagement that marketers have always been trained to encourage consumers to do. In this new era of digital experiences, the invisible will be engaging and less will be more.
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