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Trailblazing Brand Strategy in the Age of GenAI

By Roman Kugler, Petra Seipp

There’s plenty of theory about how AI could enhance brand strategy - but too little empirical evidence. A new report fixes that and provides practical guidelines.
This is the end. Of truth?

By Martin Recke

The reports of the truth’s death are an exaggeration. Rather, we’re witnessing the end of our current regime of truth.
Games: the huge cultural catalyst we’re all downplaying

By Adam Tinworth

Even as talk of “gamification” has faded, games have become a defining force in culture. Why are we still treating them as child's play?
Our Fragile Now

By Adam Tinworth

The certainties of the post-war economic and political order are now as historic as the World Wars themselves. How do we survive and thrive in a fragile now?
Navigating the Future: 5 Key Trends Shaping Digital and Human Experience

By Isabelle Ette, Isabelle Schnellbügel, Christopher Böhnke

With the world feeling ever more complex and chaotic, it's critical to stay focused on the underlying trends driven by consumers themselves – if you want to thrive in the storm
This is the end. Embrace it.

By Adam Tinworth

It’s a fundemental truth of life – of existence – that things end. But those who are prepared for that can take advantage of what comes next.
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…
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.
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.
Reflections on Inclusive AI: Payal Arora at NEXT24

Explore the transformative potential of inclusive AI in the Global South, highlighting initiatives like IndiaStack that empower local entrepreneurs and drive digital inclusion for a more optimistic and innovative future.
Exploring the frontier of new interfaces

By Adam Tinworth

Where is AI going next? How far and fast with biocomputing develop? And what will the next wave of interfaces look like? A panel discussion from NEXT24.
Maryam Alimardani: the next frontier of human cognition

By Adam Tinworth

Bridging the brain and the computer is the next step in interface design — and AI is helping make it happen.

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