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The I in 
Experience
Helping people choose their own adventure

Technology Vision 2020  |  We, the Post-Digital People

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Technology Vision 2020  |  accenture.com/technologyvision

Can your enterprise survive the “tech-clash”?
We, the Post-Digital People

Reimagine the 
business through 
human and AI 
collaboration

Growing the 
enterprise’s reach –
and responsibility

Helping people 
choose their own 
adventure

Create an engine for 
continuous innovation

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Technology Vision 2020  |  accenture.com/technologyvision
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Enterprises are becoming 
collaborative partners in 
experience creation, 
not just providers of it.

McDonald’s is rolling out digital ordering kiosks in its US drive-thrus, 
which feature personalized menus and recommendations for 
customers. But rather than prescribe the menu based on centralized 
data, employees are given the freedom to change menu displays, 
so they can promote simpler items during local peak hours, easing 
the burden on themselves and restaurant operations.

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Technology Vision 2020  |  accenture.com/technologyvision
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This is an important shift as 
companies increase their 
personalization efforts.

Demand for personalization is high. In a survey by 
Adobe, 67% of consumers said it’s important for 
companies to customize content automatically based 
on a person’s current context. What’s more, 42% said 
that unpersonalized content annoys them.

of consumers said it’s important 
for companies to customize 
content automatically based 
on a person’s current context.

Abramovich, G (n.d.). Consumer Demand for 
Personalized Content Reaches All-Time High. Adobe.

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Technology Vision 2020  |  accenture.com/technologyvision
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But people have questions 
about the personalization 
methods businesses use.

Recent security breaches and increased scrutiny have 
contributed to mistrust in data gathering practices and 
sinking attitudes toward black-box personalization. In RSA 
Security’s Data Privacy & Security Survey for 2019, only 17% of 
respondents said they thought personalized ads were ethical, 
and only 24% said personalizing newsfeeds is ethical.

of respondents said they 
thought personalized 
ads were ethical
17%

said personalizing 
newsfeeds is ethical
24%

The Dark Side of Customer Data.
(2019, February 6). RSA Security.

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Enterprises are recognizing that 
overly-prescribed customization 
leaves users feeling out of control.

Researchers at Harvard’s Berkman Klein 
Center found that the personalized 
recommendation system of a popular 
video streaming platform was leading 
viewers to increasingly radical content, 
contributing to the rise of conspiracy 
theories and spread of misinformation.

In response to this unintended 
consequence, the platform added new 
features explaining why viewers see 
certain recommendations and giving 
them more control over the experience.

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Leaders are turning 
to a new experience 
model that increases 
user participation–
cooperative 
experiences.

Dating app Tinder is increasing 
engagement by introducing 
customized experiences into their 
platform. But rather than collect 
more information and heighten 
behind-the-scenes customization, 
the company released an interactive 
series called “Swipe Night.” Users 
participated in the time-boxed 
experience, "swiping" to make 
choices and advance the plot, and 
could display those choices to start 
conversations with potential dates.

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Some are building new ways 
for customers to make choices 
and provide guidelines.

Steam Labs, a section of video game 
developer Valve, is experimenting 
with an interactive game 
recommendation system, where 
customers use sliders to provide 
guidelines and help the system 
generate recommendations in line 
with their current interests—like 
more indie games or newer releases.

Uber is giving riders more control 
over the in-car experience. The 
company launched Uber Comfort, 
which features a slew of customer 
preference options, like quiet mode 
and temperature controls.

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Looking ahead, emerging 
technologies like 5G and 
AR will enable ubiquitous 
experience customization.

Consider how Huawei is using 
these technologies to change 
what people see as they navigate 
daily life. Their “Cyberverse” 
technology integrates 
augmented reality (AR) with 
physical reality, using spatial 
computing, 3D and ultra-high 
definition maps, ultra-realistic 
immersive rendering and 5G

to build AR map overlays 
that users can view through 
their mobile devices.

But as businesses' ability 
to provide customized 
experiences grows, so does 
the risk of overstepping 
customers' boundaries.

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Technology Vision 2020  |  accenture.com/technologyvision
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Technologies available 
today can help businesses 
transition to cooperative 
experiences.

Turned external, no-code development platforms can help 
customers participate in app or experience customization. Amazon 
Sumerian, for instance, lets users build their own AR, VR or 3D 
applications without any programming or 3D graphics expertise. 
Anyone with Sumerian can build immersive environments and 
experiences, like classrooms or building tours, and can populate 
them with 3D objects and animated characters.

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Technology Vision 2020  |  accenture.com/technologyvision
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While there is incredible value 
to be gained from curated 
experiences, businesses will 
only access it if they redesign 
their customization models to 
emphasize personal agency. 
Becoming a true partner to 
customers will be a defining 
aspect of future success.

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To what extent does your business understand consumers’ 
trust (perceived or lack-thereof) in your business?

associated with the business growing 
its personalization strategy, and 
the methods used to generate 
those experiences.

⎮ Seek out opportunities to generate more customer

feedback. Build a holistic understanding of how 
individuals experience your digital products or 
services today. Use these insights to inform your 
approach to designing future interactions.

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⎮ Find points within your customer journeys

where individuals may want more control 
over their experiences. These points are 
opportunities to give people using your 
digital products and services the agency 
that will drive long-term partnerships.

⎮ Identify and invest in the technologies

that will enable your next wave of 
cooperative experiences. Scalability, 
immersion and participation will be 
key to sharing control and co-creating 
unique customer engagements.

Does your current method for designing experiences 
lend itself to sharing control of experience design?

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an increasingly regulated digital 
landscape. Review your current 
data collection and management 
practices to identify potential 
points of risk.

consumer management of 
data are fully documented 
and made available to 
consumers and regulators.

and storage strategies 
to support cooperative 
experiences while complying 
with regulation that requires 
consumer privacy.

How is your company preparing for data 
regulation that impacts customer experiences?

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#TECHVISION2020
www.accenture.com/technologyvision

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The I in Experience   Technology Vision 2020

The I in Experience   Technology Vision 2020  |  accenture.com/technologyvision

Technology Vision 2020  |  accenture.com/technologyvision   #TECHVISION2020

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