This time last year, we shared our predictions for tech, digital, and social media in 2023 – and they largely came true (skip to the second half of the article to read all about them). But this also shows that we need to get even bolder for 2024 – so here are 10 fresh predictions:

1: The foundations: AI, Web3, and 5G will shake up every element of the tech landscape of 2024 

We’re specifically anticipating huge AI advancements around NLP and computer vision – shifting the focus for marketers from the quick results of generative AI art creation to understanding the deeper levels of AI-driven decision-making processes.

At the same time, the enhanced connectivity of 5G sets the scene for more immersive and interactive experiences, while Web3 technology will continue to be more broadly adopted.

2: Mixed media and AI will breathe fresh life into the metaverse

Much of the hype around “the metaverse” has died down over the last year – but for 2024, we think it’s set for a revival. In the new evolution, AR, VR, and Mixed Reality (MR), combined with an increasingly seamless integration of advanced AI technologies, will make the virtual worlds of the metaverse more dynamic and responsive. 

3: Wearables and the Internet of Things (IoT) will make a comeback

Remember the hype around Google Glass and IoT about ten years ago? Building on the advancements in AI and connectivity, wearables are being reinvented – as Humane’s AI Pin shows.

There’s also fresh scope for non-wearable electronic devices to become genuinely integrated into our daily lives – not as standalone gadgets but as essential components of a connected ecosystem. 

4: We’ll see serious tech advancements in healthcare – including biotech – for everyday consumers

From providing personalised solutions (including meal plans and skincare) to improved diagnostics, AI is set to play a crucial role in shaping healthcare in 2024.

And speaking of wearables: while brain implants like Neuralink seem drastically permanent, we’re anticipating interest in less invasive and / or reversible biotech advancements. Brands like Zoe have already tapped into  this– though of course there are ethical considerations.

5: AI-powered chatbots will become more integrated – and will come with more personality

The conversation around Grok, X’s “sassy” chatbot, showed that for AI interactions, character is now at least as important as the information provided. Brands with AI-powered chatbot ambition need to think about what persona best fits them. As part of this, the potential for people becoming attached to their AI friends – and even AI romantic partners – is a growing category which some brands are already tapping into.

6: Live (but also “live”) entertainment will be an essential way for brands to create meaningful connections with their audiences

Looking at China – a trendsetter market when it comes to new tech adoption – social app Momo is taking off, especially because of its livestream dating feature. And it makes sense: talking to someone up close in real time allows you to get a much better feel for what they’re actually like, creating a sense of proximity and intimacy (and not just on the dating scene).

7: Brands will race to enable co-creation – and discover new digital touchpoints to own 

Demand for personalised and customised goods is continuing to grow, and tech advancements are making it easier than ever for brands across categories to deliver. H&M’s Creator Studio (print on demand merch creation) is ahead of the curve, now integrated with AI for even more personalised options. 

But with more brands working to jump on the touchpoints we all know about, there’s also scope for innovation to find new ones – for example, could 2024 become the year when brands can buy autocomplete suggestions on search or even text? 

8: Brands and publishers will rely more on tiered and gated content and experiences

It’s a way to reward fan communities for their loyalty as well as creators – and it’s already becoming fairly mainstream: Spotify introduced token-enabled playlists for NFT holders. 

9: Brands need to get serious about cybersecurity 

For all its positive potential, generative AI has also enabled new types of cyber attacks at an unprecedented scale, creating fresh vulnerabilities. While cybersecurity might not sound especially glamorous, brands need to have a plan in place about how they’re protecting their customers as well as themselves in the digital space. 

10: Brands will actively learn from the world’s tech innovators and leaders

Japan, South Korea, and China are the leaders in technological expertise, so look at what’s happening in these markets. We mentioned Momo – but also look at what players like Baidu are doing (like focusing on AI-native applications).

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We were clearly so far ahead that they generally still hold true – so here’s a quick recap with our updates.

1: Our projection for 2023: WEB3 DIDN’T REALISE ITS FULL POTENTIAL - BUT DON’T WRITE IT OFF

Our update for 2024: Especially with the rise of practical Web3 tech applications like digital product passports, brands are starting to develop a clearer point of view on Web3 – but there’s a long way to go. 

2: Our projection for 2023: THE METAVERSE HAS FIRMLY ENTERED THE PUBLIC IMAGINATION

Our update for 2024: This didn’t happen to the extent we anticipated – but for 2024, new tech advancements will help the Metaverse become more interconnected (truly meta). See our 2024 projections for more.

3: Our projection for 2023: (SOME) BRANDS ARE STARTING TO USE NFTs MORE EFFECTIVELY

Our update for 2024: While novelty NFTs tanked, utility NFTs are indeed becoming more widespread – and more sophisticated. 

4: Our projection for 2023: “TWITTER” LIVES ON, BUT IT’S TURNING INTO A DIFFERENT BEAST

Our update for 2024: As we anticipated, much of the professional Twitter discourse migrated to LinkedIn. But there’s still a niche for an app that did what Twitter was best at: making it easy to find, and join, large-scale real-time conversations. Could Threads or Bluesky get it right, or will a new contender enter the scene?

5: Our projection for 2023: TIKTOK CONTINUES TO RULE SOCIAL - BUT IT’S ALSO CHANGING

Our update for 2024: While TikTok did continue to encourage more lurkers to start posting and creating effects, a bigger change was the shift towards ecommerce (effective but divisive). Speaking of social networks: we think Roblox and ilk will also be increasingly considered social networks, rather than just gaming platforms.

6: Our projection for 2023: MORE BRANDS ARE ON PLATFORMS LIKE ROBLOX AND DECENTRALAND – BUT FEW HAVE A POINT OF VIEW

Our update for 2024: Even more brands joined the platforms in 2023 – but the clear point of view is still often absent. Adidas stands out (in a good way): to introduce its apparel collection, the brand created pop-up shops in popular existing games including Noob Train (365m visits), meeting fans where they are.

7: Our projection for 2023: DIGITALLY IDEALISED SELVES ARE INCREASINGLY COMMONPLACE

Our update for 2024: As the huge interest in Adidas’s Roblox activation in early December showed, the avatar economy is set to grow – but we’ll also be forced to reexamine the implications of having (often slightly hotter) digital versions of ourselves running around.

8: Our projection for 2023: INSTEAD OF FEELING THREATENED BY AI CREATIVE, EMBRACE IT

Our update for 2024: From AI-powered TikTok effects to art generators, brands as well as members of the public have gleefully embraced the power of AI (think: make it more) – to the point where it’s become less “AI” and more “technology”. 

9: Our projection for 2023: FOR ECOMMERCE, EXPECT MORE LIVESTREAMS AND AR (AND, HOPEFULLY, CURATION)

Our update for 2024: As the rise of ‘deinfluencing’ showed, 2023 became the year people increasingly called out the decline of product quality. And yet – there’s still a need for a curated point of view on products in 2023, so brands that make consumers’ lives easier by narrowing their array of choices (including personalised shopping advice) have much to gain.

10: Our projection for 2023: ON SOCIAL, BRANDS THAT TURN CAMPAIGNS INTO CONVERSATIONS WILL BE THE ONES THAT STAND OUT

Our update for 2024: We wrote “Using social channels as an insights and engagement tool (not just a comms channel) and giving audiences the chance to co-create – can make all the difference.” This approach helped the top social media campaigns of 2023 succeed. For 2024, the co-creation element won’t just continue to be important for social, but also across other channels. 

And, of course, the tech, digital, and social space continues to evolve – so keep an eye on BBH Labs on LinkedIn, where we’ll keep you posted on the latest developments (and what they mean for brands).