Technology trends report points to ‘Augmented Humanity’ in 2018

By Michael Feeley | Founder and chief exec

December 4, 2017 | 2 min read

In 2018, technological interfaces will become more natural and instinctive, technology will automate repetitive tasks to free up time for creativity and compassion, and artificial intelligence will meet emotional intelligence, according to a new trends report from global digital agency Isobar.

Published today, ‘Augmented Humanity, Trends Report 2018’ sees experts from the Isobar team around the world define five key trends in the evolving relationship between humanity and technology, encompassing topics including the body as an interface, the sharing economy, personalisation, ethics and creativity. The report also explores the ways in which technology can enhance human attributes, such as recognition, trust and adaptability.

Jean Lin, Isobar’s global chief executive officer, said: “Artificial intelligence is great, but humans score on emotional intelligence. The power of being human is in empathy. This cannot be automated or outsourced. Augmented Humanity will use technology to scale everything that is best and most powerful about human interaction.”

The report argues that the era of anonymous, one-size-fits-all transactions will end, with technology becoming more ‘human’ over time, and voice once again becoming the primary way humans interact with the world.

Isobar, part of the Dentsu Aegis Network, is a global full service digital marketing agency, with bases in over 85 locations, across more than 45 markets worldwide. Key clients include Adidas, Coca-Cola, Enterprise, Google, GM, Huawei, Lego and P&G.

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Isobar is dentsu’s global creative agency focusing on building a differentiated offering around Strategy and Innovation, Product and Experience, Brand Design & Systems and Comms & Content.

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