Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

People are increasingly feeling as though generative AI isn’t just a fad but rather will become a part of their daily lives – even if they don’t fully trust it. While generally cautious about the technology, a desire remains for the automation and simplification of everyday tasks AI can provide.

Japanese cosmetics brand Kosé has launched a hyper-realistic make-up simulator that maps colours and textures on to human skin. Even more precise than augmented reality, the machine could revolutionise customer experiences and minimise buyer's remorse amid the cost of living crisis.

Amid a growing care crisis for older adults in the US, Aeolus Robotics is on a mission to transform the future of healthcare through automation. Aeo is a multifunctional robot designed to take the weight off human caregivers by automating at-home support and giving relatives peace of mind.

When OpenAI released ChatGPT to the public, the text generator made a clear case for the sheer disruptive force of AI – making it apparent that such technology will change the way we experience information and engage with brands. But major challenges remain before AI elbows humans out of the way.