Shift Your Perspective About Emerging Tech From Novelty to Necessity

This is a pivotal year for businesses. The ones that embrace AI and tech can take off exponentially. The ones that don’t will fall behind. The big question concerns how to make the right decisions during this crucial time. Code and Theory's head of engineering Sunil Kalkunte shares key insights as well as the five things leaders aren’t thinking enough about at the moment, but must to survive.

If there’s one thing you’d like marketing and product leaders to understand about tech in 2024, what would it be?

SK: In 2024, the necessity for product and marketing leaders to embrace data-driven decision-making is exemplified by the success of industry giants like Amazon. Imagine a scenario where each marketing move, from minor ad placements to major product launches, is informed by in-depth, data-driven insights. Amazon’s triumph in personalising customer experiences through AI and machine learning - analysing purchasing patterns and browsing habits to tailor product recommendations - showcases the power of this approach. Such strategies enhance user engagement and provide critical insights into consumer behaviour, driving effective marketing strategies and informed inventory decisions.

While navigating this data-centric landscape, leaders must also grapple with challenges to data privacy and ethical usage, ensuring a balance between extracting insight and protecting consumer rights. As we delve deeper into 2024, integrating technology with strategic decision-making is becoming a cornerstone of sustainable, competitive business practices, setting the stage for the next era of innovation and customer connection.

What are people not thinking about enough as they anticipate for 2024?

There are five key areas where leaders can get a step ahead:

1. Shift their perspective on emerging technologies - from novelty to necessity. Technologies such as AR/VR, AI and IoT are becoming mainstream, transcending their newness. For example, IKEA’s AR technology in the IKEA Place app allows customers to visualise furniture in their homes, showing the practical utility of Augmented Reality beyond mere novelty.

2. Maintain customer trust while navigating ethical considerations in data-driven marketing. Companies like Apple are setting new standards in the tech industry with their transparent app-tracking and user-consent features, emphasising privacy and transparency. An ethical approach is vital in establishing and maintaining consumer trust.

3. Increase your affinity for environmental responsibility. Patagonia’s commitment to sustainability (e.g., use of recycled materials and support for environmental causes) exemplifies how marketers need to integrate sustainability as a core element of their strategy.

4. Remember to be agile. Amid the covid-19 pandemic, companies like Zoom adapted to a stark new normal by scaling services and enhancing features, demonstrating the agility needed to respond to market shifts.

5. Establish trust. Salesforce’s practice of regularly publishing detailed reports on their ethical use of AI and customer data has strengthened their user relationships, showing that transparency, consistent communication and proven product reliability are key components to building trust.

These elements are not just trends but essentials for product and marketing leaders to weave into the fabric of their strategic planning.

How is Code and Theory uniquely suited to deliver on what’s needed?

At Code and Theory, our expertise lies in blending creative design with advanced technology, delivering user-centric digital experiences that set industry standards. Whether you’re a trailblazing start up or Fortune 500 leader, we’ve proven we create value for our clients by creating valuable experiences for their customers.

Our design-thinking approach is not just about aesthetics; it’s about creating functional, accessible, and engaging user experiences. For example, our transformative solutions for a leading news media company redefined online content consumption, marrying intuitive design with user-friendly navigation. Staying ahead in a rapidly evolving technological world, we anticipate and adapt to future shifts, ensuring our solutions are not just relevant but forward-thinking. Our adeptness in emerging technologies like AI and AR/VR drives this innovation.

As part of the Code and Theory team, we understand that our unique combination of creativity, technology, and strategic foresight makes us the ideal partner for navigating digital complexities and redefining the possibilities of digital engagement.

What is the most untapped aspect of AI and tech?

Generative AI has incredible untapped potential and should also be closely monitored. Innovations in AI video generation, like those from Runway, are reshaping content creation in marketing and training, offering new avenues for engagement.

The rise of deepfake technology, however, brings ethical challenges, particularly in preventing disinformation. Maintaining ethical standards in messaging is crucial, especially in sensitive contexts where the message could significantly alter public opinion, affect people’s emotions or incite social, cultural or political consequences.

The development of customised generative AI models for specific industries like healthcare and finance is another key use case. These models promise enhanced efficiency and user experiences while also addressing privacy and security concerns.

Additionally, leaders must be aware of the risks associated with shadow AI, i.e., unapproved AI tools that can compromise security or lead to compliance issues. When integrating these tools, proper oversight is essential.

As we advance, understanding these aspects of AI will be crucial for refining innovative, ethical business practices in the marketing and product sectors.

What is the one thing you’d tell your younger self?

Stay patient and trust the journey. What is destined will naturally find its way into your life.

Sunil is the head of engineering and operations at Code and Theory India and brings over two decades of digital business experience. His career is marked by notable contributions to major digital projects in the public sector and consumer industries. Deeply rooted as a developer and tech enthusiast, he is devoted to merging technology with innovative problem-solving. Beyond his professional life, he is an avid traveller, immersing himself in diverse cultures and expanding his global perspective.