We were not mistaken last year when we discussed that solutions based on strength would continue to gain ground in the world and that citizens’ reaction to uncertainty would be disenchantment and evasion. And because of this, social networks, led by TikTok, would transform information into entertainment. We highlighted the importance of expressing emotions and saw celebrities and leaders speaking from the heart, thus challenging more traditional stances.
Also, a year ago we mentioned the emergence of new leaderships. OpenAI may be the clearest example because of the influential space it has secured in the future of the technology industry. We talked about the power of generative artificial intelligence and the natural questions that would arise about its ability to replace humans.
For this coming year, artificial intelligence impact is not limited to a single trend, instead, its impact can be felt across all eight trends. Just as the COVID-19 pandemic nearly four years ago accelerated all trends, artificial intelligence is impacting the world of politics, economics, artistic creation, and entertainment. And with it, the field of marketing and brand communication.
2024 is a year in human history when more people than ever (over 50% of the world’s population) will go to the polls. As many point out, this does not necessarily mean that all will be truly democratic processes. But it does mean that we are in a year when there could be changes in direction that will significantly impact the coming decades. Just as we said last year, uncertainty will continue to be our travel companion.
We hope that 2024 brings us much inspiration and good ideas to turn that uncertainty into a creative and transformative force of our own reality.