THE start of the year is a good time for communicators to plan, set strategies, and see what we can do to create more excitement and stand out.
Trendspotting is an important part of this, especially with regards to technology, where so much is happening. What are the emerging trends PR Pros can keep in mind?
In an Inc.com article, Annis Uzzaman, General Partner and CEO of Pegasus Tech Ventures, shares with us The 10 Top Technical and Business Trends of 2024 and how these can impact our business decisions.
1. Generative AI
Generative AI is a type of artificial intelligence technology that can produce various types of content, including text, imagery, audio, and synthetic data. It has recently created a lot of buzz by the simplicity of new user interfaces for creating high quality text, graphics, and videos in a matter of seconds.
Uzzaman expects generative AI to be one of the most interesting technological innovations in 2024. Gartner Consulting, a provider of research and consulting services for businesses in the IT sector, project 10 percent of all data by 2025, making 2024 a year of major growth.
As of now, Microsoft, Nvidia, BM, Google, Meta, Amazon, Alibaba, and Salesforce are some of the top companies that have made strong progress in this space. Startups like OpenAI, Hugging Face, Anthropic, DeepMind, and Databricks are leading new companies in the area.
While it may be best at this point to approach AI with caution, Uzzaman recommends that “we keep a close eye on generative AI Technology breakthroughs that have the potential to bring sweeping changes to the economy.”
2. Sustainable Technology
Sustainability has played a big role in the way companies approach their business in recent years—and technology is an emerging component.
Sustainable technology is a framework of digital solutions that drive environmental, social, and governance (ESG) outcomes, and in 2024 we can look forward to its next evolution—clean technology, green technology, and climate technology.
“It’s important not to miss out on this trend,” says Uzzaman. Those in communication can perhaps take note of Gartner’s prediction that by 2027, at least 25 percent of chief information compensation will be linked to sustainable technology impact.
Looking at sustainable development goals in 2024, Uzzaman expects garbage recycling and upcycling, electric vehicles, sustainable home and business construction, green and clean energy, agricultural technology, and carbon capture to be at the forefront.
3. Cyber security
With the growth of technology, cyber security has become a major concern for many companies. According to Uzzaman, research shows that one in two businesses has been the victim of a successful cyber attack in the past three years.
With cyberthreats becoming more sophisticated, “technology solutions designed to bolster defenses and provide us with a fighting chance should be high in any organization’s must-have list.”
Uzzanam sees automated threat management, cloud security, identity management, behavioral analytics, cyber governance, endpoint protection, cybersecurity as a service, block chain security, and cybersecurity mesh as top cyber security innovations in 2024.
4. Quantum Computing
Quantum computing has long been the stuff of science fiction, and in 2024, Uzzaman says “it is set to become a reality.” This emerging technology “has the potential to transform computing power as we know it, enabling us to solve complex problems at a previously unimaginable speed and scale.”
According to Fortune Business Insights, the quantum computing market is projected to grow from $928.9 million in 2023 to $6.5 billion by 2023.
5. Automation
Uzzaman predicts that industrial automation will continue to grow and innovate in 2024. “We can expect more predictive maintenance, real-time monitoring, interconnected shop floors, automated inventory control, real time data analysis for logistics optimization, and demand forecasting with AI algorithms.,” she says.
With this, “artificial intelligence robotics, optimized logistics, streamlined transportation, and workflow automation will reduce timelines as well as costs. Innovations in supply chain management such as paperless transportation documents, will accelerate the flow of goods and reduce costs.”
Uzzaman adds that “these technologies will enable industrial companies to achieve higher levels of performance, efficiency, and competitiveness in the global market.”
6. Web 3.0 and the Metaverse
In 2024, “Web 3.0 will gain further traction, opening avenues for new technologies, specifically the metaverse and other virtual worlds built for gaming, social interactions, and business.” It will be especially exciting for those who seek a more personalized and rewarding experience on line.
Uzzaman foresees that what she calls the digital frontiers of the metaverse, virtual reality (VR) and augmented reality (AR) are poised for transformative advances in 2024. These will be propelled by advanced headsets; as the metaverse is anticipated to redefine digital interactions.
“The convergence of AR, VR, the metaverse, and generative AI is set to blur the lines between the digital and the physical, creating a future dictated on by our imagination,” Uzzaman says.
7. Autonomous Vehicles
Transportation will be transformed in 2024 by autonomous vehicles, which Uzzaman considers one of the most exciting emerging technologies.
“By eliminating the need for human drivers, autonomous vehicles have the potential to improve safety, reduce traffic congestion, and increase mobility for millions of people,” she says.
Further advances in sensor technology, machine learning and connectivity. This will enable the vehicles to navigate complex environments, and interact with other vehicles and infrastructure in real time, paving the way for a future where driving is no longer the norm.
While Global Data recently predicted that the autonomous vehicle (AV) industry will not develop a fully self-driving car until 2035, Uzzaman expects “2024 will be a good year to watch progress in this area.”
8. 5G and 6G Network Technology Development
Today, 5G networks are enabling faster and more reliable connectivity. These are the latest generation of wireless technology, “offering faster speeds, lower latency, and more reliable connectivity than in the past…”
With the ability to handle massive amounts of data at lighting speeds, Uzzaman believes “they have the potential to revolutionize the way we use technology.”
With this, we can expect advancements in edge computing, the internet of things, and virtual augmented reality in 2024. This will enable networks to become more intelligent and capable, providing faster and more responsive services to users, especially in the field of virtual and augmented reality.
It is important to note, though, that while 6G is being developed, it is not yet a functioning technology, and “industry specifications for 6G enabled products remain years away.”
9. Biotechnology
Biotechnology is an emerging field that combines biology and technology to create new products and processes that improve our lives. From health care to agriculture, biotechnology has the potential to revolutionize industries and solve some of the world’s biggest challenges.
In 2024, “we can expect to see biotechnology become even more advanced in areas like gene editing, synthetic biology, and personalized medicine.”
In addition to health care, Uzzaman believes that biotechnology can transform industries like agriculture and energy by developing new crops and fuels that are more efficient and sustainable.
10. Human-Machine Interface
Many experts believe that human-machine interaction (HMI) is redefining people’s relationships with technology. It’s an emerging field that aims to create more intuitive and natural ways for humans to interact with technology.
By combining advances in AI, machine learning an robotics, “HMI has the potential to transform the way we use technology and improve our daily lives.”
In 2024, Uzzaman says that “we can expect to see HMI become even more advanced in areas such as natural language processing, gesture recognition, and brain-computer interfaces.”
This will, she adds, enable HMI to become more natural and seamless, providing more intuitive and responsive experiences for users.
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier association for senior professionals around the world. Millie Dizon, the Senior Vice President for Marketing and Communications of SM, is the former local chair.
We are devoting a special column each month to answer the reader’s questions about public relations. Please send your comments and questions to askipraphil@gmail.com.
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