The 2024 predictions from P to S are listed below, from personalisation to sustainability. Forecasts from M-O are at https://www.techtradeasia.com/2024/01/a-to-z-of-tech-predictions-in-2024-m-o.html.
P is for predictive, proactive, personalisation
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| Source: Salesforce. Abraham. |
"Customer expectations are increasing and competition is fiercer than ever. Leveraging innovations across AI, data and CRM will give businesses a better understanding of their customers, and enable the delivery of personalised experiences," said Sujith Abraham, Senior VP and GM, ASEAN for Salesforce.
"New services, revenue channels and pathways for customer engagement can also come to life. This builds stronger customer relationships, loyalty, and retention."
"Key sectors like travel and hospitality are taking the lead to invest in automation and generative AI following their post-pandemic bounce back. For example, Philippine Airlines plans to tap on Salesforce Einstein Chatbot, to understand and respond to customer inquiries."
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| Source: AutoStore. Schitter. |
"This dual advantage not only enhances the overall customer experience but also liberates human customer service representatives to tackle intricate inquiries, ultimately bolstering operational efficiency," he said.
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| Source: MoEngage. Dodda. |
"One of the prevailing trends will be an intensified focus on hyper-personalisation. AI systems will become more adept at synthesising intricate customer insights, allowing businesses to craft tailored engagements across multiple channels and diverse customer profiles. This shift will lead to proactive and customised experiences, enhancing customer satisfaction and loyalty.
"Moreover, the predictive capabilities of AI will take centrestage. Brands will leverage AI algorithms to anticipate and address customer needs before they're explicitly expressed. This proactive approach, driven by predictive analytics, will redefine how businesses interact with their clientele, fostering deeper connections and bolstering brand trust.
Jennifer Chase, Executive VP & SAS CMO said that responsible marketing would come to the fore in 2024 in tandem with the evolution of customer engagement. "The ethical considerations surrounding AI will also continue to be a pivotal aspect of customer engagement strategies. Brands will need to emphasise transparency and ethical handling of customer data, ensuring compliance with evolving regulatory standards. Trust-building measures, such as bias identification and ongoing ethical oversight, will be integral to maintaining consumer confidence in AI-driven engagements," she said.
“Responsible marketing isn’t new. However, the possibility of economic uncertainty, the rise in numbers of digital consumers, the subsequent deluge of customer data and data privacy considerations has brought into stark relief that the basic tenets of responsible marketing – the responsible use of customer data and technology, legal compliance, ethical practices, protecting vulnerable audiences, and promoting corporate social responsibility - are more imperative than ever for marketing organisations.”
“In 2023, AI emerged from experimental to mainstream in call centres and chatbots. In 2024, the use of AI in these areas will expand, and with improvements to the language and sentiment capabilities of the technology, we will continue to see increased satisfaction from customers who interact with these service functions.
"We will also see chatbots cross the divide from service support to conversational marketing applications, where they will gather user preferences (zero-party data) and recommend products or services based on individual interactions and needs. And the second wave of AI usage will become mainstream. This will encompass techniques such as personalised shopping experiences on websites and embedded AI on platforms such as mobile phones and wearable devices,” added Mike Turner, Principal Business Advisor in the SAS Customer Intelligence Global Practice.
Q is for quantum computing
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| Source: Keeper Security. Dr Everspaugh. |
Cybersecurity
While quantum computing is not quite ready for 2024, Dr Adam Everspaugh, Cryptography Expert, Keeper Security, called for early collaboration to avoid a post-quantum apocalypse.
"A post-quantum apocalypse is not a plot from a science-fiction thriller. The consequences of the new-future threat posed by quantum computers built to attack classical public key encryption algorithms is severe enough that governments and the security industry are developing new cryptography designed to withstand quantum computing attacks," he said.
"Public and private industry collaboration is needed to defend against threats to the current cryptographic standards that support modern network security. The ongoing research and development of post-quantum algorithms and protocols from organisations like NIST, CISA and the NSA are critical, and continue to advance national prioritisation and broader awareness of the threats that quantum computing could pose to cybersecurity. Cybersecurity professionals, researchers and organisations need to stay informed about the latest advancements to prepare for the post-quantum era."
Dr Everspaugh pointed out that cybercriminals can prepare for quantum computing today. "Quantum computers that can break modern cryptography may become a reality within the next decade. Though the date is uncertain, the superiority of quantum computing capabilities poses a very real threat to nation-states, enterprises and individuals alike.
"The primary attack of concern is store-and-crack, where attackers may capture and store encrypted information and web traffic now, and then when quantum computers are available, break the encryption and read the secrets that are stored. If the secrets are still valuable in the future, attackers can use them to exploit sensitive systems," he said.
Infrastructure
"The rise of quantum computing demands new data storage architectures to prevent data loss due to the volatile nature of qubits. Current systems optimised for classical computing will be inadequate for the unique data transfer needs between quantum processors and storage mediums, making quantum networking a critical component for redefining data transmission and security," said Seagate in a list of 2024 predictions.
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| Source: Lenovo. Mitra. |
"In today’s digital age, where cyberthreats are becoming increasingly sophisticated, implementing a robust disaster recovery (DR) infrastructure becomes an imperative.
"For instance, keeping backups safe in hardened, malware- and hacker-proof immutable repositories helps companies prevent malicious encryption and deletion, and enables organisations to quickly and effectively restore critical data," said Kumar Mitra, MD and Regional GM, Central Asia Pacific at Lenovo ISG.
Businesses should assume they have already been hacked, and focus on recovering from the attack, said You Qinghong, Solutions Engineering Lead, Greater China, ASEAN and South Korea of NetApp.
"In the face of persistent cybersecurity threats from bad actors that run the gamut from insiders to cybercriminal gangs and nation states, organisations need renewed focus on how they recover from cyberattacks as preventing them becomes rarer," he said.
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| Source: NetApp. You. |
To protect their most critical assets and ensure business continuity, we’ll see increased investment in IT security to ensure IT systems are secure by design and reduce business disruption in the face of a cyberattack. IT systems that have features like immutable data backups will help mitigate disruption while cyber incidents are investigated."
Brian Spanswick, Chief Information Security Officer and Head of IT at Cohesity, also highlighted the need for recovery strategies. "You're going to continue to see organisations evolving their risk-based approach to infosec by increasing their focus on cyber resilience," he said.
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| Source: Cohesity. Spanswick. |
"This also means a balanced cybersecurity strategy that balances investments in protecting your assets from being breached with investments that minimise the impacts if breached. Being able to quickly recover core business processes with aggressive recovery time and recovery point objectives, significantly minimises the disruption of a ransomware attack and reduces the leverage the attacker has when demanding payment."
"Resilience will become non-negotiable as governments around the world mandate it," observed Splunk's Simon Davies, who is SVP and GM in APAC."In response to the rise of new threats and the critical importance of digital systems on economic output, regulators are beginning to enact strong compliance frameworks and strict governance on how businesses should prepare for and operate through adverse events."
S is for sustainability
2024 will mark the beginning of a trend where companies in certain regions are driven by regulations to examine their sustainability practices, said Davies. “Currently, sustainability tends to be built into the operational technology (OT) layer rather than the IT layer,” he said.
“For technology professionals, their role will be to help their colleagues unlock new opportunities from a sustainability point of view. That’s where the big shifts will be made.”
"Organisations today no longer consider sustainability as just an environmentally-friendly corporate action but a core corporate strategy. Business leaders and CxOs are framing and implementing an environmental management system that includes a set of processes and practices to reduce environmental impacts and increase operating efficiency," agreed Mitra.
"While smart thermostats have become common in homes, legacy business buildings have been slower to adopt or retrofit. There will be more entry-level testing and proof of concept pilots done around smart buildings and environmental controls, both to reduce expenses and to meet green initiatives," said Mike Tippets, VP Marketing and Communications, Hughes Network Systems.
"Sustainability has previously been identified as a top three driver of innovation and primary consideration in the IT procurement process. (In 2024) it will have a much greater impact on which technologies IT teams pilot, invest in, procure and scale - particularly as regulations evolve, newly develop and tighten," shared NTT in a list of 2024 predictions.
The company noted that sustainability-related legislation is beginning to impact technology infrastructure, citing a regulation where 50% of the electricity used in German data centres must be supplied by unsubsidised renewable electricity sources as of 1 January 2024.
"On their path to net zero and nature-positive operations, enterprises will increasingly look to leverage new technologies like private 5G networks, used by global enterprises such as LyondellBasell and Schneider Electric, to drive critical smart factory applications that contribute to ESG initiatives – from carbon mitigation to circular economy of infrastructure hardware. Greater pressure on IT suppliers will also help industries achieve their sustainable development goals and KPIs," NTT added.
People-wise, the sustainability movement will require new approaches internally, Pure Storage predicted. "As environmental sustainability efforts intensify, IT departments will be increasingly asked to play a bigger role in meeting corporate sustainability goals. While previously they were asked to get their own house in order with regards to energy efficiency, there is a growing recognition that IT can and must play a role in improving energy efficiency throughout the company," the company said in a list of 2024 predictions.
"We will start to see greater collaboration between the CTO, Chief Digital Officer and the Head of Sustainability to ensure that IT's role in sustainability goals is broadened," the company forecast.
"One area where IT will show immediate impact is by standardising software. Some estimates indicate that 90% of energy is wasted on inefficient software."
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Read predictions from T-V at https://www.techtradeasia.com/2024/01/a-to-z-of-tech-predictions-in-2024-t-v.html
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