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.

We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

The past decade has seen political polarisation – accelerated by social media’s filter bubbles and echo chambers – deepen and mutate. An ominous era of a polycrisis has shattered any remaining societal consensus. Meanwhile, powerful anti-establishment voices have stepped into the void.

The mainstreaming of AI is setting a new precedent for how people relate to non-human sources of intelligence. While automation on a consumer level has typically focused on specific tasks like replying to emails or budgeting, it’s now swiftly expanding to a more dynamic range of applications.

From the education system to the workplace, neurodiverse individuals face many barriers in life. Technology is well-placed to create solutions to these barriers, in particular, assistive technology which looks to be inclusive of disabilities and allows for more creativity.

Eurofarma won the Pharma Grand Prix at the Cannes Lions Festival for an AI app that helps Parkinson's patients tackle hypomimia by utilising facial expressions to scroll through social media. This easy integration of a tool into everyday habits appeals to people who need simple solutions.

DingTalk is supporting Chinese students taking university entrance exams by challenging its AI function to write an essay. While the academic community struggles with the progression of AI, brands have the opportunity to showcase the tech’s shortcomings in a way that facilitates learning.

With the long-term impact of lockdown yet to be fully felt, there are signs of what the ‘new normal’ looks like. Take Replika, the AI chatbot helping Gen Zers to feel less lonely. As tech fulfils a multitude of needs for young people, a chatbot may be the next frontier in friendship.