Customer experiences have improved dramatically in just a short time, but as brands look to the future, they have important decisions to make about how to continue enhancing those experiences. Idea Couture’s research into the future of experience uncovered an important theme, dubbed “Creators United,” an approach that not only integrates technology and creative disciplines, but also engages intellect and emotions.

This change from a nearly complete focus on the logical or quantifiable aspects of experience to more emotional engagement is fundamental to next-level interactions. Expect to see a substantial increase in dynamic experiences based more on mood or emotion than just a rote buying process. To support this, there will be greater use of new technologies, such as “emotional AI” and “sentient tech” that update experiences based on customers’ moods. The goal is to provide emotional inputs that drive personalization, in addition to the use of hard data.

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