Discover the tech trends of 2024 with Jorge Baron, Digital VP of Keyrus Latam
After 12 months of significant challenges, where global factors posed significant hurdles for corporations worldwide, and where the era of Digital Transformation was left behind, giving way to a new landscape dominated by Time to Value as a metric; specialized technological solutions contributing to companies’ differentiation by generating value rapidly will take center stage in 2024.
Artificial Intelligence, leveraging the significant visibility that ChatGPT gained in 2023, propelled advances in technology accessible to the entire population and applicable in any sector of the economy. A study by the consulting firm McKinsey on the state of AI adoption determined that a third of respondents stated their organizations are regularly using this tool for one or more processes.
Undoubtedly, this has set a precedent for the coming years. For this reason, Jorge Baron, Digital Vice President of Keyrus Latam, the global consulting firm specialized in Data Intelligence, Digital Experience, and Digital Transformation, presents the five technological trends that will shape the path in 2024:
- MarTech: The adoption of a MarTech strategy is a trend with exponential growth in Latin America. The pandemic drove the integration of the digital concept into organizational marketing strategies. Now, in the region, a significant portion of business leaders are aware that technological leverage is key to achieving their goals.Marketing Technology or MarTech is defined as a set of tools and/or platforms that help marketers interact better with people. It enables marketing departments to gain a deeper understanding of their customers to create, manage, and automate successful marketing tactics that grow the customer base, strengthen engagement, and loyalty, translating into increased revenues for companies. According to the Gartner 2024 Technology Trends survey, “among all software buyers, not just marketing specialists, marketing software is a top priority investment for 2024 at 28%, second only to IT security (32%).”
- Hyper-personalized marketing or customer data: As a strong market trend, hyper-personalization appears in all strategic predictions of organizations. These must leverage the proper use of data that companies have been collecting for years but still don’t know what to do with.For 2024, strategies based on data governance, data cleaning, as well as finding the key channel with the right information for the right person, will allow predicting the next best action to win the audience’s heart and maintain the emotional bond over time.
- ChatGPT: AI-driven chatbots, especially ChatGPT, have been the focus of many headlines in media and scientific journals, discussing how promising such an advanced tool can be for organizations. Therefore, for the next year, organizations will bet on adopting this technology in their operations, consolidating this tool in all sectors of the economy.From customer service, sales and marketing, human resources, operations, and logistics, among others, various areas of companies can turn ChatGPT into a competitive factor, improving efficiency and the speed at which tasks are performed.
- Conversational commerce: Conversational Commerce has proven to be a strong trend in the business world. It is a commercial strategy that employs communication technologies such as chatbots, virtual assistants, and messaging apps to provide customers with a more personalized and convenient shopping experience. This approach allows companies to communicate directly with customers in real-time, answering questions, offering product suggestions, and even making sales.Next year, this trend will continue to strengthen and evolve thanks to AI technology, as chatbots may become even more sophisticated and offer a more personalized experience to consumers, evolving the business strategies of companies.
- Data health: While data currently represents the primary asset of companies and its exploitation has already begun, for the next year, one of the trends aimed at making this data exploitation more efficient and profitable will be Data Health.Focusing efforts beyond storing data but keeping it clean and healthy maximizes its value. This equates to maintaining the quality of the data, free of errors, thereby generating confidence to base decisions on them.
“In 2024, competitiveness will be the hallmark. If you don’t achieve some level of differentiation or offer something distinct to stay in the market and win over your customers with a lasting relationship, you will miss out in the market and fall behind. Digital investments, by definition, have to be part of the strategy of companies worldwide,”said Baron.