It took me a little while to unpick the DMEXCO theme for this year, ‘Lightning the Age of Transformation’. Its nod to the constant evolution of new technology was what really caught my imagination.
We’ve seen this time and time again over the last year with technology quickly outpacing its predecessor and the rate of consumer adoption accelerating. TomTom, then Siri and now Alexa, they’ve all become not only our best friends but household names. Technology is changing our lives – and changing them at pace – and the question we are often left with is ‘how do we keep up?’
Often this conversation is framed with the word ‘humanising’. If we humanise brands, we should therefore humanise technology, right? But I don’t want another human in my home! And this is why…
Humanising brands implies a mutual benefit between brand and consumer, but if we humanise technology, how can it continue to evolve our capabilities if we’re simply replicating our current strengths? Technology benefits our lives as an enabler, but if we simply replicate human traits in technology, we’re not advancing our capabilities, we’re just replacing ourselves.