Generative AI will impact how people find products and make purchases, according to Rachel Moore, senior vice president and head of incubation at financial services company Synchrony. “This includes the potential evolution of product discovery, budgeting, and payments into immersive experiences using spatial computing,” she says.
In fact, augmented reality and spatial computing could revolutionize commerce in ways we haven’t seen since the dawn of online shopping. “When search becomes more real and intelligent, imagine how compelling it will be to buy something (and pay for it with a powerful built-in payment system),” Moore says. “It will be a unified experience with generative AI powering the core parts of it.”
7. Deepfakes are on the rise
Deepfakes will proliferate and become more sophisticated, predicts Lance Hood, senior director of omnichannel authentication at TransUnion. “The tools to create believable deepfakes using AI south africa mobile database only recently become widely available, but there are already dozens of offerings on the market that can fool identity verification solutions and gain unauthorized access to digital assets and online accounts,” he laments.
Deep-voice forgery technology, in particular, has become very sophisticated in a short period of time, Hood notes. “By listening to just a few seconds of someone’s voice, these tools can convincingly synthesize a full voice profile and say anything in that voice,” he explains. “Other AI tools are allowing criminals to create increasingly convincing fake images and documents, which poses a serious threat to industries that deal with large volumes of personal information and customer assets.”
8. Professional content creation is gaining momentum
Jeremy Tuman, CEO of AI-powered video editing company Aug X Labs, believes 2024 will be the year AI really starts working for content creators. “We can expect to see major brands using AI-powered media, rather than just quick email responses or iterations of humorous images, as the technical, financial, and legal hurdles to using this technology properly are overcome,” he says.