If you’ve been an avid follower of emerging technologies or artificial intelligence specifically, the past four months or so have been exhilarating, to say the least.

You might have come across this track, “Savages” by French band AllttA, which seemingly features billionaire rap star JAY-Z and is honestly quite a good tune:

But JAY-Z was never involved. What AllttA has done is use an AI filter to mimic JAY-Z’s voice, broadening the appeal of the track for listeners who seek a familiar voice.

Now, to take this further, the band could have used generative AI to create content at scale (or, specifically, music, in this case), which Forrester has written about. Imagine the possibilities and novel experiences that you can create, as well as the speed at which you can launch new content. Already, we’re seeing employees use generative AI to do their jobs — create a website or visual content or build code, just to name a few examples.

And it’s not just AI that is set to transform customer experience (CX) in the future. Sensors, augmented reality, virtual reality, mixed reality, and edge computing, in addition to other technologies, will also have an impact on what customers buy, how they pay, and how their behaviors change.

But as always, with great power comes great responsibility. With the implementation of any emerging tech in an enterprise, you’ll need to be aware of the issues, including bias, security challenges and attacks, and copyright and intellectual property problems.

If you are looking to understand how to responsibly leverage generative AI or other emerging tech for CX, digital, and/or marketing, get in touch. We would be happy to discuss what emerging tech can reasonably deliver; the role that you should play with emerging tech; and how to avoid the labyrinth of problems that emerging tech can bring.