Trend 2: The great interface shift Generative

Trend 2: The great interface shift

Generative AI is upgrading people’s experience of the internet from transactional to personal, enabling them to feel more digitally understood and relevant than ever.
Information, perspectives, communication, shopping—whatever people use the internet for, the process is getting a major upgrade. Generative AI is using large language models to stage intelligent, two-way conversations, giving people solutions to “I want to” rather than simply “I want a.” These exchanges invite people to be more precise in their choice of words, giving AI the chance to get to know them better.

I see that with the new AI there are new ways of working, new ways of researching and new ways of discovering the world.

Pedro / aged 22-29, Brazil / Accenture Life Trends survey, August 2023​

"People will feel deeply understood, and it’ll become easier than ever to find the most personally relevant products, services and experiences online. For businesses, the technology’s flexibility and nuance present an amazing opportunity to shape a more relatable, human-like representation of the brand—one that can build customer relationships in meaningful ways.
"

39%
of people aged 18-34 are excited about conversational answers over standard internet searches.

42%
are comfortable using conversational AI to find product recommendations.

Brands will need to determine how this new incarnation of their company sounds or looks, what its personality should be like, and how or if it could be embodied virtually. This will require a profound knowledge of the character of the brand.

With the pace of change showing no sign of easing, brands should consider now what large language models might help them achieve. Brands that successfully use this technology will become part of a new dynamic that makes people feel more understood than ever before—and allows brands to be better understood, too.


Think:
Common user pain points across all digital interfaces will become opportunity spaces for brands and platforms—from search to visibility to service.


Do:
Dive in now but remember that this is more than just a technological innovation. Shifting human behaviors and expectations will be a significant and rapid change for businesses to adapt to.

https://www.accenture.com/us-en/insights/song...lsrc=aw.ds