As the year draws to a close, talk naturally turns to what the biggest trends of 2018 will be. Will AI dominate? Is personalisation yet again going to take centre stage?
Interestingly, it seems the one thing consumers will look for in the year ahead is a brand that sounds exactly like they do. In other words, emotional intelligence – i.e. the ability to empathise and engage like a human – will become the biggest consumer expectation of all.