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  • Mariane Bunn

Everyone is talking about AI, but brands shouldn't ignore other emerging technological innovations.

A person wearing a suit is sitting in front of a desk, wearing VR goggles with a lot of other technologies around. Behind him there's an explosion of colours with symbols that show emerging technologies, such as 5G.

In today's fast-paced world, technology like virtual reality, wearable devices, 5G, and robotics are changing the way marketers work, just as much as artificial intelligence (AI) does. While AI grabs most of the headlines for its role in creative marketing, other technologies also offer significant opportunities for brands to connect with consumers in new ways. For example, Apple's Vision Pro, a device that blends virtual and augmented reality, has shown that even with modest sales, there's a big potential for marketers to reach audiences through innovative platforms.

To stay ahead, brands need to be open to experimenting with these emerging technologies. This means not just sticking to what's tried and tested but also investing in new ideas and approaches. As augmented reality (AR), virtual reality (VR), and mixed reality (MR) devices become more commonplace, a multitude of new opportunities will arise, significantly transforming our interactions with audiences on these innovative platforms. For instance, Mastercard has initiated a program called the Artist Accelerator, which helps musicians use new tech like AI and blockchain to create and share their work. This program started as an idea from an employee and quickly became a reality, showing how companies can innovate rapidly.

However, embracing new technology isn't just about jumping on the latest trend. Marketers need to be smart about how they collect and use consumer data, ensuring privacy and consent are top priorities. As technology evolves, so does the way we gather and interpret data, offering new ways to measure success beyond traditional metrics.

In summary, the marketing landscape is shifting dramatically, driven by technological advancements. Marketers who are willing to explore, learn, and innovate responsibly will be the ones leading the charge into the future.

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