We’re living at a time of unprecedented change – for business, for technology, for the planet. As we face up to an uncertain future, we’re being forced to tackle some of the most important questions humanity has ever had to consider – as innovators, as citizens and as consumers. It all comes down to this: Will we use technology to make that future better?
The growth of digital transformation, especially in companies, occurs all over the world and this process will be deepened in 2022. Of course, everyone will want to get ahead of the competition to implement technological innovations in their business that will make a difference for the consumer.
For marketing and communications, the trend for 2022 is an AI much more evolved and agile. Therefore, more than technological adoption which is already in process, corporations need to incorporate innovation in 2022, in addition to being prepared to face an increasingly faster market and more demanding clients.
This year, technology will continue to play a key role in building resilience and adaptability for businesses in the region including in Singapore. According to research by the International Data Corporation (IDC), investment in digital transformation is still growing at an annual rate of 15.5% for 2023 and is expected to be close to US$6.8 trillion. By 2022, 70% of organisations would have accelerated their use of digital technologies.
I believe 2022 will be the year in which more connected technologies will be consolidated and integrated. For example, banking apps today allow you to use voice commands, solve your pending issues through chats with robots, and much more – showcasing that a single app or programme can bring together numerous technologies.
At once, the adoption of artificial intelligence (AI) continues to accelerate. According to the Global AI Adoption Index 2021 survey – conducted by Morning Consult on behalf of IBM – Singapore companies lead AI adoption in the region, with close to 40% of IT professionals in the country claiming to have implemented AI in their business.
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The survey also found that IT professionals in Singapore said that business needs drove the adoption of AI in companies, and due to the pandemic, they had intensified their focus on customer service.
In this scenario, organisations will begin to develop custom formulas to keep up with the hectic pace of these changes. And to combine all this, companies can count on various tools such as AI, cloud computing, blockchain, 5G, mobile, robots, virtual or voice assistant, a voice command technology that performs tasks by us, among others. Smartphones were the first devices to have this command, full commerce, which is a completely virtual business model where you can buy, pay and sell, in the cloud and others.
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Here are some important technology trends that will guide the market in 2022:
- Fake news: Companies are not exempt from being victims of fake news. On the contrary, in 2022, many people will consume unreal and invented stories. Therefore, all organisations must be aware of and closely monitor the context in which they are cited to avoid damaging brand associations.
- Digital security comes first: We can't stop talking about data security. The risk of important or even confidential data being leaked along with deleted files is very high.
Data backup, encryption and security should be used to keep your digital work environment up to date and protected. It is also key to have a contingency plan in case of attacks or any other type of damage. - Voice-based customer and employee experience: When looking for more agility when searching for something or making purchases, people are increasingly using the voice assistant.
So the trend is that from now on, with just a few commands, you can make a purchase without the need for any browser, application or even typing. Companies will increasingly take advantage of these combined technologies, driven by the demand for their customers for new and effective experiences. - Chatbots: These are virtual assistants that allow clients to communicate with companies in natural language through messaging applications, websites and other digital platforms.
The acceleration of digital transformation, together with the increase in the demand for immediate attention due to the increase in online purchases in retail and e-commerce in general, as well as the need for online support for services and products in the telecommunications and financial services sectors, drove the growth of chatbots for customer service, both external and internal.
Smart chatbots have become more important than ever, making your customer experience much easier and more effective. In 2022, interactions will become more sophisticated and personalised as AI makes a greater impact on the customer service process. - Metaverse: For those who think that the metaverse is something very new, the metaverse has been advertised since the 1980s in cyberpunk literature. In addition, games that explore the metaverse have been around since the 2000s.
Now the arrival of this technology as a new consumer experience is accelerating, especially when it comes to the real estate and decoration segment, where the customer can see in real terms the property you want to buy.
Faced with this scenario, it is important to remember that all employees – not just those who work with IT – must be prepared for the technology challenges that lie ahead, as they tend to come faster than we can keep up. All teams must be able to adapt and face the challenges of the current technological scenario and it is essential to be vigilant in order to highlight and increase the competitiveness of the company and the service provided to customers.
Colin Tan is the technology & country leader at IBM Singapore
Photo: NeONBRAND/ Unsplash
