In the 1980s, Ronald Reagan found himself in an unenviable spot with the Russians. If he comes off too heavy-handed, he risks plunging the world deeper
Yes, our collective faith was shaken a bit in 2017. But that does not mean we expect anything less from our branded experiences, digital or otherwise. On the contrary, our expectations continue to rise and we are willing to indiscriminately bet our dollars and loyalty with
We believe the real question at hand is, how do brands put the proper mechanisms in place to keep us safe, without compromising great CX?
The quintessential example of this trend comes from none other than Amazon. In fall 2017, they launched Amazon Key, a smart lock bundled with a cloud-enabled, motion-activated camera designed to be pointed directly at the front door. A complimentary service that helps you manage home visitors and receive notifications is delivered through a mobile app.
This “gateway” service carries with it massive implications for an entire ecosystem of partners and services. With access to the home, Amazon and company can sell you everything from house cleaning to home repairs to you name it. All while you are busy at work.
One after another, the major internet properties paraded in front of Congress in 2017, admitting that they, too, had sold massive amounts of ads to fake Russian accounts during the 2016 election. To state the obvious: Ad dollars are the lifeblood of these organizations and you can bet each of these organizations is moving very cautiously when making it harder to buy ads, for legitimate organizations or not.
Yet, answers must be found and a better tradeoff between trust and verification identified. In the near term, Facebook announced plans to increase the number of its content-reviewing employees from 7,500 to 20,000 in 2018. But that is an expensive solution, because Mark Zuckerberg himself pointed out that content is doubling every year. No doubt, Facebook will be looking at how to better tap into its user base and leverage AI technologies.
First it was gold and other commodities that ensured confident and trustworthy transactions. Then paper. And now, digital representations of our wealth. While financial technologies have advanced significantly to date, one constant has remained: a centralized, human-based institution placing its imprimatur on transactions. For as far as we have come with fintech innovation,
doesn’t it seem archaic to still see “FDIC insured” as a key selling point for opening a new checking account?
That is about to change. Looking beyond the current hype, digital currencies will dynamically automate the concept of “trust, but verify” across transactions. Just as computing is moving to the edge, so
There are immediate opportunities to trust, but verify, like eliminating friction-filled CAPTCHA technology. By analyzing the randomness of cursor movements, websites can now confidently distinguish a human from a bot. It is a small win, but stringing together several of these use cases can quickly add up to a superior experience.
Over the long term, brands focus should be on developing a more holistic win-win strategy between security and superiority. With the European Union’s General Data Protection Regulation (GDPR) set to go into effect in spring 2018, this challenge will not become any easier. Brands must carefully balance the use of next-gen technologies such as AI that deliver predictive experiences, with the enhanced data protection safeguards mandated by law.