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Edition #24 | Your bi-weekly inspiration fix • 30 November - 13 December 2023
INTRODUCTION
2024 horizons: aligning AI with purpose
To inspire your 2024 AI strategies, we’ve put together this special MakeShift edition filled with human-written (!) generative insights. Our favorite development? The emergence of artificial intelligence as a force for good – a tool for brands to champion inclusivity, address societal gaps, provide companionship and advocate for a greener future

From generative retail to cost-of-living solutions, brand integrations for better accessibility, improvements in healthcare and a more inclusive AI-driven workforce…let’s dive in!
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MakeShift is TrendWatching's free bi-weekly trend publication, bringing you the insights and innovations that will inspire you to create with meaning ❤️

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INNOVATION

Whether driven by a shortage of medical professionals or financial constraints, healthcare accessibility is a global challenge. A startup called Forward believes one solution is to offer people a self-service option… read more

INNOVATION

Now one of France's leading on-demand transport providers, Heetch remains connected to its banlieue roots and was shocked to discover the images Midjourney's generative AI serves up if a text prompt includes the word… read more

INNOVATION
In a novel approach to addressing the challenges faced by animal shelters, Google's Pixel team created the Pixel Pawtraits Kit. The initiative aims to help rescued dogs find homes by equipping shelters… read more
INSIGHT
Fantasy-fueled discovery: generative personalization in online retail
In 2023, over two-thirds of consumers across the US, Europe and APAC are positive about gen-AI’s potential to deliver customized fashion recommendations. To stay ahead of expectations, innovative brands are utilizing new-age tech to help people cut through the noise.

Google's Search Generative Experience curates shoppable subcategories from text prompts, while Blend AI offers personalized product recommendations for months or years down the line by helping consumers predict future purchases. 

But the next frontier? Using AI to inspire more conscious consumerism. Could you add more filters for ethical product sourcing categories, or add a carbon calculator or personalized waste reduction plan to compliment consumers’ future planning?
INSIGHT
Integrated financial wellness tools help navigate the cost-of-living crisis

Revenge spending is out while money-saving habits are in. As the ongoing cost-of-living crisis is showing no signs of slowing down, consumers expect businesses to help them economize by embedding savings by design. How? You guessed it! Smart AI solutions.

In the home and living industry, Praxis's DIY app analyzes photos of home interiors to provide personalized energy-saving tips; Google Flights takes the lead in travel, pinpointing the cheapest booking times for travelers; while the Inflation Cookbook employs AI to track grocery prices, helping people find a deal in every meal.

How will you harness the power of AI to help people get a bang for their buck? 

THOUGHT STARTER
AI companies will face a training data drought by 2026

To inject authenticity into AI models, ditch generic datasets. Train algorithms on your own content like Forbes, contributor content like Getty Images or uphold your unique brand tone – in step with X’s ambitions. 

TREND
SKILLS FOR ALL: Nurturing an AI-ready workforce
In September 2023, UNESCO released guidance for a human-centered vision of gen AI, highlighting that only 15 countries had or were developing AI curricula. This applies to workforces, too. While 86% of US employees want to use gen AI at work, 50% of employers haven’t yet drafted a gen AI policy. Keep in mind that tech has been found to exacerbate the gender gap: 74% of men self-report being very or somewhat skilled in AI versus 40% of women. 

Businesses, how are you making sure everyone is ready to take advantage of the productivity benefits gen AI provides? Offering in-house digital literacy courses, upskilling non-tech roles and empowering other industries into the AI era are some of the steps you can take toward a more inclusive, AI-ready workforce. 
INSIGHT
AI fact-checking tools tackle greenwashing
Many companies have been caught up in greenwashing scandals and people have had enough – 70% of consumers are ready to turn their backs on brands guilty of false eco-advertising.

Obtaining verification is one way to gain trust, but it's not enough. New tools now enable anyone to verify environmental claims: AI-powered chatbots can determine the credibility of decarbonization plans set by businesses, governments and financial institutions. Meanwhile, one NGO is taking matters into its own hands by hacking the news feeds of climate deniers.

Don't wait to be fact-checked! How will your brand disclose and uphold green progress? Consider leveraging AI for fact-checking partnerships to keep employees and consumers informed. And, while on the topic of sustainability x AI, make sure to assess and minimize the environmental impact of your own AI footprint.
INNOVATION
Join Alcoholics Anonymous and quit altogether – for decades, that was the main solution for people concerned about their alcohol consumption. But over the past years, an alternative has been picking up steam: mindful drinking… read more
INNOVATION
The tool is debuting at Microsoft's Disability Answer Desk, where Be My AI assists customers with any issues they're having with Microsoft products — whether installing a Windows update or figuring out why a formula… read more
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MakeShift is TrendWatching's free bi-weekly trend publication, bringing you the insights and innovations that will inspire you to create with meaning ❤️

Want MakeShift in your inbox? Subscribe now and join 100,000+ other trend enthusiasts!

Keen to access all our trends, insights and innovations? Check out Amplify, our Trend Intelligence Platform 💥

promo
Talk to us
Be sure to ping our editor, Galina Yordanov, if you're working on something we should feature on MakeShift.