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Major shifts in human behavior and business models, combined with rapid advances in cognitive science and technology, are opening a new era for customer experience. In the next 10 years, we believe that experiences will become even more natural (voice is just the beginning!), immersive, personalized and trusted. Accenture Interactive R&D is laser-focused on bringing to life the next wave of design, marketing, content and commerce innovations to create the best future experiences on the planet – from imagining the next generation of immersive product previews to applying Generative AI to the creative design process. In this session, you will get an outlook into the future of experience and deep dives into a selection of experiments, challenges and early findings.