The technology scene in Brazil is witnessing a rise in emerging technology. Companies across industries are eager to harness the power of technologies such as AI, IoT, blockchainDeFi, and incorporate them into its operations, products and services. They have the potential not only to capture new markets, but also to help companies get through periods of low growth. This can be accomplished by increasing operational efficiency or reshaping the company’s business model to adopt a more technology-focused approach.
Brazil is positioned as a hub global technology which should be closely monitored in the coming years, especially due to increasing digitalization as a consequence of the pandemic, in addition to its status as the largest regional economy. However, our consumer research, the VisualGPSreveals a formidable challenge for companies: the hype Early media interest sparked interest from brands looking for visual content, but consumer interest plummeted because new technologies didn’t provide users with the experiences they wanted. In Brazil’s evolving technology landscape, companies now have the opportunity to create meaningful visual experiences that align with consumer expectations to succeed in this dynamic market.
The gap between expectation and reality
With each new innovation released to the market, Brazilians seem enchanted by the promises of greater efficiency, better user experiences and new ways of dealing with complex challenges. This enthusiasm is reflected in downloads most popular in Getty Images: Images about metaversion have doubled in visibility in the last year, while visuals showing cryptocurrencies have increased by 60%. Additionally, searches for terms such as AI, smart home, cybersecurity and digital technology continue to grow.
But as technology advances and the limitations of the real world become more apparent, a feeling of disappointment is spreading among consumers. According to our recent VisualGPS consumer study, Brazilians’ anxiety about the world’s heavy dependence on technology has increased by 15% in the last nine months alone. Furthermore, the most recent edition of our survey indicates that the number of Brazilians who believe that cryptocurrencies will replace the traditional banking system fell by 14% during the same period. What’s more, consumers’ knowledge of the metaverse dropped by 8%, and their knowledge of virtual reality decreased by 5%. Taken together, all these reductions are quite significant.
A considerable obstacle to the metaversion or virtual reality has been its inability to offer users the social interactions they seek. Many virtual worlds suffer from a lack of social cohesion, leaving users feeling isolated and disconnected from each other. Building virtual worlds can be expensive and time-consuming, which leads to the creation of poorly designed and less interactive environments. Technical problems, such as delays and server failures, further harm the user experience, making it less pleasant and more frustrating.
AI: an opportunity to open a more precise path for the positive impact of technologies in Brazil
In this constantly evolving technology landscape, Artificial Intelligence (AI) now emerges as a remarkable opportunity to change the way we use technology in our daily lives. What do consumers want? Our VisualGPS survey states that 3 in 4 Brazilians believe that AI can help them be more productive, while only 15% of them think that AI is actually smarter than humans. The future is not just about showcasing a world driven by innovation. While brands may choose to focus on these new technologies in their narratives, there is still a degree of abstraction and disconnection that may not resonate in an authentic way with what consumers currently want in visual representations. According to our research, 8 out of 10 Brazilians prefer to engage with brands that portray a lifestyle similar to theirs in advertisements and communications.
When choosing visuals, keep it simple and portray emerging technology as an enhancer and enabler of interconnected experiences. Avoid scenarios that seem inauthentic, very futuristic or dystopian with bluish tones. Instead, try incorporating AI assistants into real-world scenarios, using earth-toned palettes that promote trust and a sense of ease of adoption, showing how technology can make a good impact on people’s work, homes, offices, and everyday places. .
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