'Phygital' Consumers, Gen AI, IoT: What Will 2024’s Biggest Trends Be?
Let's get phygital. Phygital. Let me hear your AI talk.
![Phygital Phygital](https://eu-images.contentstack.com/v3/assets/blt10e444bce2d36aa8/blt0c67fc99289cdec5/65b14b10967a10040a01d7c7/Phygital.jpg?width=700&auto=webp&quality=80&disable=upscale)
ImageFlow/Shutterstock
Insight says using technology to transform the customer and employee experience will be a priority as organisations seek to bridge the digital and physical worlds.
Indeed, the report quotes research by Zendesk that suggests 60% of customers think experiences should flow naturally between physical and digital spaces. This is where the phygital user comes in.
“Artificial intelligence (AI), augmented reality (AR) and virtual reality (VR) will all have a role to play in breaking down the barriers and building seamless environments that meet the demands of this emerging hybrid model,” said the report.
Businesses are progressively leveraging generative AI (gen AI) to gain valuable insights from their data, boost productivity and improve customer satisfaction. However, they need to think carefully about regulations, governance, data, access and security, said Insight. This involves establishing ethical norms, rules and policies, enforcing robust security measures, and safeguarding data privacy.
The solution provider said there is “a need for ethical assurances and cybersecurity measures around the deployment of AI tools.”
Sustainability will become an even more significant business imperative, with organisations demanding more sustainable IT products from vendors. CIOs, too, are finding that ensuring the sustainability of information systems and infrastructures is increasingly part of their role. Sustainability will also be a prominent factor in the choice of supply chain partners and the expectations of both customers and end-users.
IoT has been on the table for a long time now. But in 2024 we will see the proliferation of devices and an increased convergence of AI and IoT.
“Intelligent Edge will play a heavy role here to capture and transform data into knowledge, which also means a holistic approach is needed for cybersecurity,” said Insight.
The report noted that devices will continue to proliferate, and IoT will embed itself further. This won’t just be in businesses and organizations, but at a societal level, where intelligent devices increasingly automate important aspects of daily life.
“The ability of AI-enabled devices to capture data in real time will change working practices,” it said. It added that AI will also “open up a new horizon for organisations to realise the value of that data in streamlining processes and interactions.”
We are seeing generational shifts, globalization and a growing remote workforce redefine the workplace. IT, said the report, can take a key role in driving decentralisation, flexibility and collaboration for businesses.
“A new generation of employee has grown up immersed in the concepts of remote and flexible working,” it said. They “will expect access to systems and collaborative tools regardless of their physical location. Meeting the cybersecurity challenges posed by a distributed workforce will be an ongoing necessity for all businesses.”
We are seeing generational shifts, globalization and a growing remote workforce redefine the workplace. IT, said the report, can take a key role in driving decentralisation, flexibility and collaboration for businesses.
“A new generation of employee has grown up immersed in the concepts of remote and flexible working,” it said. They “will expect access to systems and collaborative tools regardless of their physical location. Meeting the cybersecurity challenges posed by a distributed workforce will be an ongoing necessity for all businesses.”
"Phygital." Apparently it’s a word that we’re all going to become more familiar with this year, according to Insight’s 2024 Trends Report.
A phygital consumer is equally comfortable in a virtual and physical environment. The channel partner said these types of customers are important as they have a “huge influence on the evolution of an increasingly merged landscape.”
Alongside phygital consumers, the report highlights the rise of IoT, AI, and how organisations balance sustainable working practices with an ever-growing decentralized workforce.
![Insight's Phil Hawkshaw Insight's Phil Hawkshaw](https://eu-images.contentstack.com/v3/assets/blt10e444bce2d36aa8/blte7f629283441f2f3/65b14f339d4e79040a4e3165/Hawkshaw_Phil_Insight_2024.jpg?width=700&auto=webp&quality=80&disable=upscale)
Insight's Phil Hawkshaw
“Technology is becoming more and more important to our clients,” said Phil Hawkshaw, Insight EMEA CTO and director of technology. “In fact, technology is now at the core of almost all organisations and their business strategies. With the pace of technology innovation constantly accelerating and the market continuously changing, we’re seeing that societal shifts are driving the adoption of emerging technologies. The implications are being felt at all levels of business.”
The report highlights five big trends for 2024. See the slideshow above for a snapshot of what to expect this year.
About the Author(s)
You May Also Like