I thought I was above this culture I had noticed to constantly need to upgrade every element of my life for faster, better and snazzier electronic appliances.
However, just yesterday I crumbled under the glittering and glistening pressure of the absolutely beautiful iPhone 5S, I know I'm a bit late on the uptake, however I gave in!
As it is the first of the month, I have done my usual trendwatching.com search to see what this month's trend briefing has to offer.
This month is all about UPGRADIA, which I thought was a very topical subject seeing as just a few days previous I had given into our overbearing 'upgrade' culture and indulged myself in the latest (and most beautiful) iPhone.
The trendwatching.com briefing sets out a very thorough the following definition:
UPGRADIA: Driven by consumers' thirst for quicker, more seamless access to the new (in ways that are cheaper, more sustainable and more participatory) and facilitated by emerging technologies, the constant stream of upgrades and iterations typical of the digital ecosystem is coming to the world of physical objects.
So, what is driving this trend?
Well, according the researchers at trendwatching.com there are three central driving forces that are to play in the concept of 'Upgradia':
1. Infinate Newism
As a people we are constantly searching for newer and better things. Our digitally saturated lives make it almost impossible to avoid the pace and rate of change all aspects of our lives are taking. Products are evolving at an incredible rate, you only have to look at Apple to see this perfectly illustrated, with a newer, better, sleeker version of each of their products every quarter or so!
2. More for Less
As humans we have an ingrained desire and demand get get more things for less money. The concept of Upgradia results in this desire being fulfilled, with us demanding more for our money and an ever growing pace.
3. Hacker Chic
There is an element of Upgradia that reflects our desire to become closer and more hand-on with the products and technologies we consume. The recent wide spread phenomenon of 3D printing is testament to this specific element. In providing consumers with the ability to upgrade as and when it suits them, is the ultimate Upgradia manifestation.
So, what is next for the Upgradia culture we find ourselves in? Is there a limit to Upgradia? Or are we in a constantly demanding and exponentially expanding state of Upgradia?
As discussed in my previous post, 'You Must Keep up with your Consumers Online: Three Need to Know Tips!', it is now fundamental for large consumer facing organisations to be online and amongst the online conversations happening between their target audience and consumer groups.
When thinking about this paramount requirement to be online and amongst the online conversations our consumers are having, it presents the question to me, who would be more efficient when it comes to engagement and interaction with online conversations? a human or an algorithm?
When considering the questions there were a 5 factors I thought would be useful to assess in the analysis as to whether humans or algorithms would be most efficient at performing this task.
1. Speed
There is no doubt that algorithms are faster and more efficient that humans. For this speed aspect, algorithms would win hands down. With speed being such a significant quality and factor when considering online activity and the pace of change that is involved in the online world.
2. 24/7
Again, unlike humans, algorithms do not require sleep or even coffee breaks. Therefore, it is no surprise that algorithms would again win hands down. as previously discussed, the need to be online 24/7 is extremely important, especially for global organisations with consumers residing across the world, therefore being online 24/7.
3. Consistency
In order to portray a consistent and succinct brand image and personality, it is extremely important to provide consistent online interactions between your brand and your consumers. There are arguments that the uniform response an algorithm is able to provide, could maintain this consistency your brand demands. However, there is another school of thought that the use of a human can monitor and make sure all responses are within brand guidelines and using the brand's tone of voice.
4. Accuracy
Again, the accuracy and minimisation of error in interactions can again be a difficult toss up between humans and algorithms. There is a degree of human error, through spelling etc. and there is also the risk that something falls through the net with an algorithm, at the end of the day, neither are perfect and are unable to be 100% accurate.
5. Personality
In part, relating to the point on consistency, humans are able to provide personality and the advantage of a unique and personalised interaction every time there is a consumer and brand interaction. There is no doubt that algorithms are not yet able to provide the personal and unique touch of a human.
So, are our jobs safe from the overhaul of algorithmic ruling? In short, I think for now, yes. However the consistent and persistent development of sophisticated algorithms means that our jobs and unique human qualities could be at risk of losing out to the algorithm!
