At the 2017 Ad Age Next conference in New York City, one of the principals of Faith Popcorn’s BrainReserve, Tiana Holt, was a featured speaker. Holt is a leading thinker at the future-focused, trend-based strategic consultancy, which serves the Fortune 500 by creating sustainable success via consumer products, positionings and messaging. She spoke on a panel about the impact of technology on our lives in the future and highlighted several significant changes on the horizon:
• It’s a matter of when, not if, our jobs will be replaced by AI. Holt cited the statistic that Oxford University predicts that 40% of US jobs will be taken by technology (AI or bots) by 2035. But Holt cautioned that we should not fear this – that it is part of evolution—and we must instead find ways to collaborate with tech and use it to elevate humanity.
• She noted that while many in the media and marketing are relentlessly focused on Millennials, Boomers actually merit increased attention. They are a huge demographic – 111 million strong – and they control most of the wealth in our nation. Indeed, with the life expectancy increasing, this group will find their impact on our culture and economy lasting even longer than previously believed.
• Amazon will play an ever more powerful role in our live. With its deep knowledge of our buying habits, its expansion into groceries and meals with the acquisition of Whole Foods, and its anticipated entry into the direct-to-consumer pharma market, it has the means and scope to be the one-stop portal for an increasing share of purchases and services.
• AI will infiltrate more higher-order jobs in the coming years. Holt forecast that beyond blue-collar rote jobs, AI will soon be able to play an increasing role in childcare, education, eldercare, and – perhaps most surprisingly – employment we traditionally consider human-driven. For example, an AI therapist called Ellie is having remarkable (better than human) success in working with veterans who are suffering from PTSD. Holt forecast that we will continue to find new ways to partner with this kind of tech to better serve our most basic of human needs with customized care.
For an excerpt of the panel, please click here.