Industry executives and experts share their predictions for 2024. Read them in this 16th annual VMblog.com series exclusive.
Navigating the Future of Communication
Gen AI’s Ascendance and Super App Symphony
By Krešo Žmak, VP of Products, Infobip
In the fast-evolving realms of technology and omnichannel communication, key forecasts are poised to redefine the dynamics in 2024. From the burgeoning growth of Generative AI (Gen AI) and Large Language Models (LLMs) to the groundbreaking convergence of super apps, these advancements promise to reshape how businesses engage with users in the coming year. Smart brands will embrace the huge leaps and reap the rewards of increased productivity and direct, hyper-personalized engagement with end-users that leads to long-term loyalty.
1. Rapid Growth of Gen AI and GPT:
The rapid development of AI, particularly GPT technology, is nothing short of awe-inspiring. Driven by OpenAI’s relentless innovation, the possibilities and applications of this AI revolution are expanding at an unprecedented pace. This transformation has the potential to upend entire industries and redefine our relationship with technology as we know it.
2. Merging of Super Apps:
The rise of super apps is a game-changer for businesses looking to engage with customers. Platforms like WhatsApp, Google Business Messages RCS, and Apple are leading the way in integrating a wide range of features and services into a single, convenient interface.
At the forefront of this revolution is the potential to seamlessly incorporate Gen AI into super apps, creating an innovative and user-friendly experience that leverages the power of cutting-edge technology. This convergence promises to transform the way businesses and customers interact, forging a new era of personalized, intuitive, and AI-driven communication.
3. Shift Towards Chat Apps:
As the world becomes increasingly connected and conversational, it’s no surprise that chat apps are quickly gaining ground as the preferred mode of communication for both businesses and consumers. Chat apps’ inherent interactivity and personalization offer a uniquely engaging and intuitive user experience that is hard to replicate through traditional interfaces. At the forefront of this movement is the opportunity to seamlessly integrate Gen AI into chat apps, empowering businesses to deliver more customized, responsive, and conversational customer interactions. This shift towards conversational commerce represents a significant departure from the status quo and heralds a new era of engagement that promises to transform how businesses communicate and connect with their target audiences.
4. Customization of Large Language Models (LLMs):
As Large Language Models (LLMs) continue to make waves in the tech industry, many companies are exploring the power of fine-tuning and customizing these AI systems for specific industries. This trend represents a shift from one-size-fits-all solutions to tailored, industry-specific applications that offer more targeted and impactful results. By investing in the customization of LLMs, companies can unlock new opportunities for innovation, differentiation, and growth while catering to their target audience’s specific needs and pain points. This strategic focus on specificity and niche markets underscores the dynamic nature of the tech landscape, where flexibility, adaptability, and innovation are key to long-term success.
5. AI Adoption in Content Generation:
Generative AI is shaking up the way we create, consume, and interact with content across the board. With its ability to rapidly generate personalized and engaging content, this technology is opening up new frontiers in industries ranging from gaming and music to film and marketing. As more businesses embrace AI-powered solutions, we can expect to see a surge in direct communication with end-users, enabling a more immersive and personalized experience that goes beyond passive consumption. This evolution of content creation and delivery promises to transform how we interact with media, offering new ways to capture attention, inspire engagement, and drive innovation. Whether it’s through personalized recommendations, interactive storytelling, or personalized advertisements, the future of content is being shaped by AI, and the possibilities are endless.
In 2024, we are witnessing a profound shift in communication dynamics between brands and end-users. With a keen focus on hyper-personalization, channel selection, and timing, brands leading in customer-driven communication strategies are poised for unprecedented success. As the trend leans towards declining app downloads and consolidating customer experiences, Gen AI emerges as a powerful solution for enhanced user engagement and streamlined interactions.
The year ahead promises a surge in AI-powered solutions directly engaging end-users, propelling brands into a new era of communication excellence.
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ABOUT THE AUTHOR
Krešo Žmak is VP Products at Infobip, global cloud communications platform. Krešo got his start as a software developer at Siemens, and has worked in telecoms for most of his career, moving from software developer to Director of IT and BI at Croatia’s Optima Telekom, before moving to Infobip in 2015.
At Infobip, Krešo has progressed through several roles in product development to become VP Products. In this role, he is in charge of coordinating internal resources in product development and aligning them with client requirements and global trends in mobile and digital communications. Krešo holds a B.Sc. in electrical engineering and computing from Croatia’s prestigious Zagreb-based Faculty of Electrical Engineering and Computing.
