1. The I In Experience - TechVision2020

#TECHVISION2020 The I in Experience Helping people choose their own adventure Technology Vision 2020 | We, the Post-Digital People

#TECHVISION2020 We, the Post-Digital People Can your enterprise survive the “tech-clash”? The I in AI and Me The Dilemma of Robots in Innovation Experience Reimagine the Smart Things the Wild DNA Helping people business through Overcome the Growing the Create an engine for choose their own human and AI “beta burden” enterprise’s reach – continuous innovation adventure collaboration and responsibility Technology Vision 2020 | accenture.com/technologyvision 2

The I in Experience #TECHVISION2020 Enterprises are becoming collaborative partners in experience creation, not just providers of it. McDonald’s is rolling out digital ordering kiosks in its US drive-thrus, which feature personalized menus and recommendations for customers. But rather than prescribe the menu based on centralized data, employees are given the freedom to change menu displays, so they can promote simpler items during local peak hours, easing the burden on themselves and restaurant operations. Technology Vision 2020 | accenture.com/technologyvision 3

The I in Experience #TECHVISION2020 This is an important shift as companies increase their personalization efforts. Demand for personalization is high. In a survey by Adobe, 67%of consumers said it’s important for companies to customize content automatically based on a person’s current context. What’s more, 42% said that unpersonalizedcontent annoys them. of consumers said it’s important for companies to customize content automatically based on a person’s current context. Abramovich, G (n.d.). Consumer Demand for Personalized Content Reaches All-Time High. Adobe. Technology Vision 2020 | accenture.com/technologyvision 4

The I in Experience #TECHVISION2020 17% But people have questions about the personalization of respondents said they methods businesses use. thought personalized ads were ethical Recent security breaches and increased scrutiny have contributed to mistrust in data gathering practices and sinking attitudes toward black-box personalization. In RSA 24% Security’s Data Privacy & Security Survey for 2019, only 17%of respondents said they thought personalized ads were ethical, said personalizing and only 24% said personalizing newsfeeds is ethical. newsfeeds is ethical The Dark Side of Customer Data. (2019, February 6). RSA Security. Technology Vision 2020 | accenture.com/technologyvision 5

The I in Experience #TECHVISION2020 Enterprises are recognizing that overly-prescribed customization leaves users feeling out of control. Researchers at Harvard’s Berkman Klein In response to this unintended Center found that the personalized consequence, the platform added new recommendation system of a popular features explaining why viewers see video streaming platform was leading certain recommendations and giving viewers to increasingly radical content, them more control over the experience. contributing to the rise of conspiracy theories and spread of misinformation. Technology Vision 2020 | accenture.com/technologyvision 6

The I in Experience #TECHVISION2020 Leaders are turning Dating app Tinder is increasing engagement by introducing to a new experience customized experiences into their platform. But rather than collect model that increases more information and heighten behind-the-scenes customization, user participation– the company released an interactive series called “Swipe Night.” Users participated in the time-boxed cooperative experience,"swiping" to make choices and advance the plot, and experiences. could display those choices to start conversations with potential dates. Technology Vision 2020 | accenture.com/technologyvision 7

The I in Experience ##TTECHVECHVISISIONION22020200 Some are building new ways for customers to make choices and provide guidelines. Steam Labs, a section of video game Uber is giving riders more control developer Valve, is experimenting over the in-car experience. The with an interactive game companylaunched Uber Comfort, recommendation system, where which features a slew of customer customers use sliders to provide preference options, like quiet mode guidelines and help the system and temperature controls. generate recommendations in line with their current interests—like more indie games or newer releases. Technology Vision 2020 | accenture.com/technologyvision 8

The I in Experience #TECHVISION2020 Looking ahead, emerging technologies like 5G and AR will enable ubiquitous experience customization. Consider how Huawei is using to build AR map overlays these technologies to change that users can view through what people see as they navigate their mobile devices. daily life. Their “Cyberverse” technology integrates But as businesses' ability augmented reality (AR) with to provide customized physical reality, using spatial experiences grows, so does computing, 3D and ultra-high the risk of overstepping definition maps, ultra-realistic customers' boundaries. immersive rendering and 5G Technology Vision 2020 | accenture.com/technologyvision 9

The I in Experience ##TTECHVECHVISISIONION22020200 Technologies available today can help businesses transition to cooperative experiences. Turned external, no-code development platforms can help customers participate in app or experience customization. Amazon Sumerian, for instance, lets users build their own AR, VR or 3D applications without any programming or 3D graphics expertise. Anyone with Sumerian can build immersive environments and experiences, like classrooms or building tours, and can populate them with 3D objects and animated characters. Technology Vision 2020 | accenture.com/technologyvision 10

The I in Experience #TECHVISION2020 While there is incredible value to be gained from curated experiences, businesses will only access it if they redesign their customization models to emphasize personal agency. Becoming a true partner to customers will be a defining aspect of future success. Technology Vision 2020 | accenture.com/technologyvision 11

The I in Experience #TECHVISION2020 Technology Vision 2020 | accenture.com/technologyvision 12

The I in Experience #TECHVISION2020 Decision Points To what extent does your business understand consumers’ trust (perceived or lack-thereof) in your business? ⎮Consider the risks and benefits ⎮Seek out opportunities to generate more customer associated with the business growing feedback. Build a holistic understanding of how its personalization strategy, and individuals experience your digital products or the methods used to generate services today. Use these insights to inform your those experiences. approach to designing future interactions. Technology Vision 2020 | accenture.com/technologyvision 13

The I in Experience #TECHVISION2020 Does your current method for designing experiences lend itself to sharing control of experience design? ⎮Find points within your customer journeys ⎮Identify and invest in the technologies where individuals may want more control that will enable your next wave of over their experiences. These points are cooperative experiences. Scalability, opportunities to give people using your immersion and participation will be digital products and services the agency key to sharing control and co-creating that will drive long-term partnerships. unique customer engagements. Technology Vision 2020 | accenture.com/technologyvision 14

The I in Experience #TECHVISION2020 How is your company preparing for data regulation that impacts customer experiences? ⎮Prepare the enterprise to address ⎮ Ensure that your policies for ⎮Revise your data collection an increasingly regulated digital consumer management of and storage strategies landscape. Review your current data are fully documented to support cooperative data collection and management and made available to experiences while complying practices to identify potential consumers and regulators. with regulation that requires points of risk. consumer privacy. Technology Vision 2020 | accenture.com/technologyvision 15

Thank you #TECHVISION2020 www.accenture.com/technologyvision Copyright © 2020 Accenture. All rights reserved.