Writing about the tech industry’s tumultuous 2019, The Guardian’s Kari Paul stated, “After years of relatively unchecked growth, the tech industry found itself on the receiving end of increased scrutiny from lawmakers and the public and attacks from its own employees.” 

Defined by Accenture as a “tech clash” between consumer expectations, technology’s potential, and business ambitions, the situation is forcing companies to alter strategies and embrace new ways of working to defuse tensions and reach their potential.

InformationWeek’s Jessica Davis recently examined five trends Accenture believes organizations must navigate to effectively combat the tech clash.

  • The “I” in experience. A static, one-way relationship is the fastest way to alienate customers and make them feel disgruntled and out of the loop. It’s important that organizations design personalized, two-way experiences that empower the individual and make them feel in control of the relationship.
  • AI and me. The use of automation and artificial intelligence (AI) tools is widespread, but Accenture believes companies have yet to realize the full potential of enterprise AI. Davis writes, “That only arrives when organizations use AI as a collaboration tool with humans. Advancements in natural language processing, explainable AI, and understanding physical context will make these collaborations possible.”
  • The dilemma of smart things. The connected world brings many efficiencies and conveniences in both our personal and professional lives. However, with smart technology reliant on software services and updates from the manufacturer, the concept of ownership is evolving. According to Davis, “Everything is constantly in flux and organizations will need to evaluate how that is impacting the customer experience…More flexible processes and technology like APIs can help address these issues.”
  • Robots in the wild. Accenture found that 61 percent of executives across 21 industries expect their companies will use robotics in uncontrolled environments within the next two years. Davis writes, “But there will be challenges around talent, human-computer interaction, and navigating a testbed that consists of the entire world…The opportunity will drive demand for robotic technicians and data scientists, and it could be challenging to find talent with the right skills.”
  • Innovation DNA. Accenture defines this trend as: how companies are assembling an unprecedented number of disruptive technology fundamentals to create new services and offerings. According to the InformationWeek piece, “These building blocks include maturing digital technologies, scientific advancements, and DARQ capabilities (distributed ledgers, artificial intelligence, extended reality, and quantum computing).

Accenture believes that companies who address these trends over the next three years will enjoy improved customer and user relationships, increased operational efficiencies, and greater innovation. What organization wouldn’t want that?