Data, AI and Authenticity: The Future of Work in the Fifth Revolution

By Aideen Hopkins

Evolution is a key component of successful business continuity. Endeavouring to consistently adapt your approach and stay on top of trends, both current and potential, is vital, not only for the benefit of your business and its clients, but also the industry at large. This is never more true than in the arena of how technology is transforming the workplace, performance and customer engagement. As the rapid growth of AI and Big Data propels us into the fifth revolution it is important that we as leaders understand the responsibility we have to our partners, our employees and our clients moving forward. That is why I have been delving deeper into the technological changes that will shape the future of work and what lessons we can take away for our strategic planning.

 What is the Fifth Revolution?

Though slightly more broad in definition than its four previous incarnations, the Fifth Revolution is essentially about how we leverage the technological outcome of Industry 4.0; such as smart automation, the Internet of Things, Big Data and AI. The idea being that we take what we have created and re-focus on to how best to make it work for the good of humanity. “It will be powered by purpose, not just profit” and it is important for future-focused businesses to “lead the change” by taking a “new economic approach”. This will be an era in which intelligence is paramount, both in terms of technological intelligence and the intelligence of the humans that use it. Companies that embrace the right people and the right tech, with the right purpose, will find the possibilities of success almost limitless.

Authenticity Breeds Success

Authenticity is a topic that we are likely to hear referenced far more in the coming months and years, especially in relation to how we utilise technology and how we differentiate ourselves from it. Well made and thoughtfully designed software managed by well-meaning and strategic individuals will be the standard by which all brands will be judged by consumers. Given how much can be accomplished with a laptop and an internet connection, the quality is what will set organisations apart. Finding ways to let your audience know what you stand for and how your approach is the right one will be vital to expansion and growth. What will mean the most to existing and potential clients is the confidence they have that your organisation has the knowledge and technology to get results, but also pairs that real (‘IRL’ if you will) intelligence that strives to support and engage in meaningful ways.

The Missed Opportunities of Data

We are all aware of how pervasive data capturing is these days. It seems almost impossible for us to go any length of time without someone, or ‘something’, tracking what we are doing, where we are shopping, how we engage with social media and our preferences in terms of music, food, content, work, software and more. On the surface, these can sometimes feel invasive (or even a little spooky); such as targeted adverts appearing minutes after you mentioned a favourite item in front of your seemingly dormant Alexa. But many ‘fears’ of data are completely unnecessary, especially when it comes to the working environment and online safety. In fact, some of the reticence over data usage could actually be negatively impacting how we can support clients without us even realising it. At this year’s EuRA Conference there was ample evidence of the sheer volume of data that was being generated across the industry, including that collated by new software and AI channels. But, perhaps partly due to our essential efforts to safeguard our client’s information, some potential uses for the data are being overlooked. We could be drawing vital and surprising knowledge and trends from shared data pools that could make our processes and partnerships more efficient and effective. It is entirely possible for data to be used in a way that benefits our clients without compromising their safety and security in any way. In the true spirit of the fifth revolution, we need to use our innate ‘human’ experiences to utilise data in ways that will improve our productivity and performance.

Exactly how technology like AI will continue to impact the way we work obviously remains to be seen, with drastically opposing viewpoints at each end of the spectrum of predictions. Undoubtably those who adopt elements of AI in purposeful ways can benefit from its output, streamlining, time saving and data gathering. But lasting success will prove elusive for those who don’t also take the time to properly strategise their approach to AI, based on their specific business goals and their specific audience.