Every company is now a tech company – with the exponential growth of computing and the value of data presenting itself as crucial to any organization’s success. Tech and business leaders alike understand the importance of having their fingers on the pulse of the latest tech trends or risk falling quickly behind and losing out on vast potential.
World-renowned futurist, influencer, and thought leader in the field of business and tech, Bernard Marr, explored eight top tech trends that business leaders need to watch in 2024.
1. Ubiquitous Computing
The first and foundational trend is ubiquitous computing. This was first enabled by cloud computing which allows as much data as you want to be stored in the cloud and processed almost immediately, and further enhanced with 5G connectivity. Edge computing is also part of this, allowing data to be processed directly on devices, making it a more efficient process.
The exponential growth of computing power means that we now have reached the physical limits of how much computing power we can squeeze into a microchip. However, even this is changing.
Bernard Marr noted: “Quantum computing is something that leverages the bizarre things that happen on a subatomic level where particles can be in more than one place at the same time. Instead of normal computers that process things sequentially, quantum computers can do it simultaneously, making complex computing tasks about a trillion times faster than the supercomputers we have today.”
Eventually, quantum computing will be available on the cloud. Companies are already building these tools and integrating them into their cloud offering. Bernard projects that quantum computing will experience a big leap forward in 2024 and that in five years, it will be an important contribution to computing overall. Other data storage systems like DNA storage – where data is stored on DNA strands – will also contribute to ubiquitous computing.
2. Datafication of the World
The second trend Bernard points out is datafication. Data has become an essential business asset to organizations. It is available at unprecedented levels – around 75 zettabytes of data, 90% of which was generated in the last five years. However, less than 1% of data is used in a meaningful way. In organizations, less than 0.1% of data is used. Data is also growing exponentially and is expected to grow to over 225 zettabytes by 2025.
Using the example of how Netflix leverages data to drive its recommendation engine and create content, Bernard explained the importance of using the data you have to drive decision-making and business strategies.
Another example is the use of satellite data by companies in the construction industry – in combination with machine vision technology – to keep tabs on their competitors’ progress and how they stack up against it.
Crucially, Bernard highlights the importance of data literacy. He said, “When it comes to data, there is a challenge where we are lacking a lot of data literacy in our organizations. We have lots of people that don’t particularly like data. So, companies often build these big data lakes and warehouses, put nice analytics on the front end, and say that you can be your own data scientist and answer all your questions. But this doesn’t happen.
What we need to do is more handholding. We need to put in place more help for people to understand what data they have and how they can use it.”
Bernard shares the example of how Shell tackled this problem by building a data café at their headquarters. Here, employees can sit down with a data scientist to present their business challenges and questions and get help on how data can help them. Data scientists can help them understand what data they have access to and how best to use it.
“It’s basically data translators. People that sit between business and data functions to help business units understand how to better use data in their everyday operations.”
3. The Artificial Intelligence Revolution
Ubiquitous computing and datafication lay the foundation for artificial intelligence (AI). Bernard emphasized that this is by far the biggest trend right now. This is where organizations should invest currently.
“Every organization now is an AI business. AI is transforming pretty much any industry.”
Citing Amazon as an example, Bernard talks about how AI is transforming the physical retail experience. Amazon Go stores utilize facial recognition technology and other AI tools to enable a smoother, easier shopping experience for their customers who can just pick stuff off the shelves, put it in their bags, and walk out as they are automatically charged for the items they bought.
Another creative use of AI is in the fishing industry. A Norwegian salmon farming company connected their sea pens over 5G to a data center that allows them to track feeding systems with facial recognition technology to ensure all the fish are fed an equal amount and therefore mature at a similar rate. The connected sea pens also have a circular swimming system, in tandem with machine vision technology, that allows them to analyze the health of the animals, detect diseases, and isolate infected fish before the disease spreads to the entire population.
On generative AI specifically, Bernard noted the significant advances in not only AI-generated text and images but also videos and voice. Though there are ethical concerns around generative AI, it can also be used for good such as in medical research to develop new drug formulas.
“This is such a powerful technology that I believe will impact all of your businesses from today,” he emphasized.
4. The World Becomes Immersive
Bernard believes that the world will become more immersive largely through augmented reality, virtual reality, and other similar technologies. Companies like Bollé, the French sunglasses brand, and Dalmore, the whiskey brand, have incorporated augmented and virtual reality into their customer experience journey. Bollé developed an app with augmented reality to allow their customers to virtually try on sunglasses as well as see through them via their phone cameras for a full experience.
Dalmore created a whole virtual journey for their customers to experience a trip to the Dalmore distillery in the Scottish Highlands to see how their whiskey is made. At the end of this virtual trip, customers receive their order of a Dalmore whiskey cocktail.
Immersive technology goes beyond just enhancing customer experience. Formula 1 racing team, Red Bull Racing, creates digital twins of their cars, circuit simulators, and full-body haptic suits to create an immersive racing experience. This allows drivers and engineers to test out the cars before they’re manufactured and make any fine-tuning necessary before 3D printing components.
5. A Digitally Editable World
This leads to the next trend of a digitally editable world. This means being able to manipulate the real world from a digital world. Nanotechnology enables us to manipulate materials at nanoscale, allowing scientists to create completely new materials such as graphene – the thinnest material on the planet that is also incredibly strong. This has led to designs such as bendable screens.
Other uses include creating cultured meat, something that is already being done today. In fact, there are sushi restaurants in Japan that 3D print sushi. If they have your DNA analysis, they can even 3D print sushi with the exact nutritional values that you need.
Technologies like CRISPR/Cas9 have opened a world of gene editing that offers a major avenue for fighting hereditary diseases and cancer. Bernard noted, “A lot of work in cancer research and other diseases research is going towards identifying gene markers. If we can identify them, we can take them out. With CRISPR/Cas9, we can do that. This is amazing.”
However, as with any powerful technology, there are ethical concerns. Bernards stressed, “On the flip side, it’s really scary because we can modify pretty much anything about any plant or any human being or animal. If you want to improve someone’s strength, IQ, eye color, skin color, height – you can do that in the future. So, there are huge ethical concerns again, but this is coming.”
6. Rearchitecting Trust with Blockchain Technology
Last year, there was plenty of hype over blockchain technology and NFTs, but it quickly disappeared as people realized that spending money on digitally created photos with no inherent value isn’t great. It was the same with cryptocurrencies.
Bernard said that while there are plenty of developments in this area, there still isn’t a standard blockchain technology. There is also no interoperability. However, he believes this is coming and that this technology will have major implications in various ways.
For example, the United Arab Emirates is putting its property documents onto the blockchain, making the house-buying process much simpler than it is now. “Lots of the middleman functions will be eradicated through blockchain technology,” Bernard warned.
As for NFTs, while they have developed a bad reputation, some companies have used this technology in creative ways. The whiskey company, Glenfiddich, created a limited edition 43-year-old whiskey that they sell at auctions. Usually, the company won’t know what happens to the bottles once they are delivered to the auction houses. However, this limited series of just 10 bottles were auctioned with NFTs. Buyers receive a digital certificate proving that they own the bottle, which physically is located in Singapore. If they want to sell it, they simply sell the NFT. If they want to drink it, they can swap the NFT for the actual bottle which will be delivered to them. This way, Glenfiddich knows exactly how many unopened bottles there are, which can be verified digitally.
7. Resilience is Safety and Sustainability
Bernard said that the second trend organizations should invest in is cybersecurity. Pointing out that resilience is about safety and sustainability, Bernard cautioned that keeping data safe has never been more important.
“Quantum computing will be able to break all the encryptions we have today. If you think the data you have is nicely encrypted, quantum computers will break it. There’s now work on how we can make our systems quantum safe.”
Today, bad actors are already stealing data sets that they know they can break into in the future once they have access to quantum computing. This is an alarming situation that needs to be addressed.
The other part of resilience is sustainability. A huge global challenge is climate change. Bernards points out, “The cloud industry combined now has a bigger carbon footprint than the entire global airline industry because they are running huge data centers that use huge energy, resources, and water. We need to start thinking about how we make this better.”
8. Talented People Still Matter
Bernard said he believes that being able to work alongside machines and guide machines is one of the most important jobs. While it’s true that data science and math skills are needed to a certain degree, the vast majority of work won’t need those specific skill sets as machines will be able to do it better than humans. ChatGPT can already write and debug programs.
“What we need in the future is to have people that have the human skills, the soft skills,” Bernard explained, adding that data literacy, technical skills, and awareness of cyberthreats are just some of the types of skills that we need to equip ourselves with.
Beyond these digital-related skills, we need the skills that make us intrinsically human such as critical thinking, complex decision-making, emotional intelligence, and creativity, among others.
“These are the kinds of skills that will set people apart in the future. What we need to look for, and what we need to develop in our organizations, is people that have those skills and that are able to work alongside intelligent machines, to get the best of both worlds.”
Bernard added, “There are huge opportunities. We need to sort out some of the problems, but I believe that all of the technologies I’ve talked about today will help us solve the biggest problems we are facing on this planet.”
*The insights have been edited for length and clarity.