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Insights

Guessing Machines, Not Fact Engines: Why AI Isn’t What ‘Star Trek’ Promised

By Adam Tinworth

While Star Trek gave us the illusion of talking computers that provide accurate answers, today’s LLMs are guessing machines that generate responses based on probability rather than factual accuracy. Understanding this distinction is crucial.
Brandformance: Achieving Balance in Modern Marketing

By Maxi Versbach, Leon Nalic, Vincent Hirsche, Lilian Streicher, Dominique Brosch, Sandra Murin

Need to both drive short term revenue and continue strategic brand development? Brandformance might be just the framework you need in challenging times.
Big Tech, media, and democracy

By Martin Recke

In times of a unique combination of political, economic, technological and media dominance, do we have to choose between tech and democracy?
Is AI the new digital?

By Martin Recke

Generative AI, or general intelligence, is a paradigm shift that will fundamentally restructure the inner workings of digital computing. A new round of IT growth is likely to emerge.
What will the office of 2030 look like?

By Adam Tinworth

Both technological and demographic trends are reshaping the way we work — and who is available to do that work. Time to start preparing.
Doing business in the permacrisis

By Adam Tinworth

The re-election of Donald Trump reminds us that the bonfire of the incumbents is ripping through our political systems. Will our businesses be the next victims of the permacrisis?
Rebranding Love Brands

By Elisabeth Göbl, Alain Sama, Sandra Graggaber, Isabel Neumann, Lilli von Pressentin

Guiding iconic brands through change
2024’s most energising insights from our digital futures

By Adam Tinworth

We published dozens of insights into future trends in 2024. Which ones caught your imagination? It’s all about AI, politics, and the merger of physical and digital…
How the Big Tech oligarchy came to power

By Martin Recke

It took decades for Big Tech to rise and become the oligarchy it is today. Is it too late to prevent it from destroying democracy?
CES 2025: less automotive, more AI

By Roland Mayr

AI was clearly the dominant theme at CES 2025. Products become smarter, and humanoid robots are a thing now.
The most important NEXT Insights of 2024

By Adam Tinworth

What caught your attention in 2024? The distant future of AI, the increasing pushback against the smartphone — and the global impact of the permacrisis and Amazon. It’s a glimpse into a complex world…
Festive media recommendation from NEXT Conference

By Martin Recke, Monique van Dusseldorp and Adam Tinworth

Make the most of the festive period with some great reading and listening recommendations from the NEXT team
In 2025, we’ll be learning to rewild our lives and our relationships

By Adam Tinworth

Lockdown forced us into digital social lives. In the years since, we’ve been rewilding our lives and our connection with each other. And that’s reshaping business.
The work crisis

By Martin Recke

Work is a huge part of our lives and societies, but it is in a deep, fundamental crisis. The reasons are manifold and erode the dignity of work. It’s time to act.
The power of the quick fix

By Martin Recke

People know what they want, and they want it now. The quick-fix economy is on the rise. Brands are vulnerable, but not helpless.
Teens, social media and the parent trap

By Adam Tinworth

Today’s teens are tomorrow’s consumers, and the social media backlash is likely to reshape their relationship with digital services in ways we need to pay attention to.
NEXT24: Decentralise power structures to give society new energy

By Adam Tinworth

The internet is a decentralising technology we’ve used to centralise digital power. Can we unleash its full potential and reshape our society through decentralisation?
Fake it till you make it?

By Martin Recke

Generative AI has ushered in a new era of fake content that makes people shy away from interaction due to a lack of trust.
Embracing Uncertainty: Leadership, Creativity, and Energy at NEXT24’s Finale

Explore how leaders can navigate uncertainty and transform it into creative energy for management, blending business insights with the artistry of dance to demonstrate the importance of adaptability, trust, and flexibility in leadership.
Snap Back to Reality: Timmy Ghiurãu on XR’s Power to Transform the Automotive World

Explore how Extended Reality (XR) is reshaping the automotive industry, from design and engineering to safety, sustainability, and everyday operations.
Energy Buddhism: Arash Aazami on Creating a Connected Future

In this thought-provoking talk, Arash Aazami delves into the transformative potential of Energy Buddhism, calling for a shift in mindset to address energy consumption, global inequality, and the urgent need for a sustainable, renewable energy future through innovative thinking and reimagined global systems.
Exploring Brain-Computer Interfaces: Maryam Alimardani at NEXT24

Explore the transformative potential of brain-computer interfaces (BCIs), highlighting how AI is enabling thought-controlled devices to enhance mobility, revolutionise education, gaming, and sports, while addressing ethical challenges and individual differences.
The Future of Intelligence: Andy Kitchen on Embodied AI

Explore the groundbreaking concept of Embodied AI, where neural tissue grown on electrodes learns and adapts like living organisms, offering transformative potential for personalised medicine, drug discovery, and a deeper understanding of cognition.
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