Top 5 Marketing Trend Words: December 2023

 

In today's world, digitalization is accelerating across various aspects of society, both in daily life and business. As technologies like AI and cryptocurrency permeate society, keywords pushing these technologies to the next stage are increasingly prominent. AI with human-like general capabilities ("AGI") and the tokenization of real-world assets for management and trading ("RWA") are prime examples. Keeping track of these trend words and understanding the evolving technologies and societal changes they bring is crucial for devising new business strategies. This article highlights five trending keywords currently generating buzz.

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AGI,the focus of many executives. Will AI surpassing ChatGPT change the world?

 

AGI stands for "Artificial General Intelligence," referring to AI possessing human-like general knowledge and capabilities. Compared to traditional AI, it is said to have advanced learning and decision-making abilities, enabling flexible handling of diverse tasks. While ChatGPT requires carefully crafted prompts to elicit optimal responses, AGI is said to eliminate this need. Some even view the dawn of the AGI era as signaling the arrival of the "Singularity"—the point where AI surpasses human capabilities. Beyond AGI lies "ASI" (Artificial Superintelligence), considered the pinnacle of AI evolution. It is believed ASI will surpass human capabilities in every aspect and tackle problems humans cannot solve. AGI, now gaining traction and becoming increasingly realistic, is drawing significant attention from many experts and executives. Keeping a close eye on its developments could provide major insights for business.

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Supporting Society: "Deskless Workers." Growing Demand for DX Support on the Front Lines

 

"Deskless workers" refer to laborers engaged in work away from offices or desks. This includes workers in construction, logistics, manufacturing, retail, as well as agriculture, healthcare, education, and welfare. According to a U.S. venture capital study, they are said to account for approximately 80% of the global workforce. Compared to so-called "office workers," a major concern in these occupations is the lag in DX implementation. With labor shortages intensifying in many sectors, improving operational efficiency through technology is an urgent priority. Recent progress includes the adoption of chat tools and the digitization of task management. Other emerging services, such as automating inefficient administrative tasks and creating video manuals for work procedures, are also expected to contribute to improving working conditions. As workstyle reform is being called for across all industries, DX support for desk-less workers appears to be a field with significant business potential.

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Could It Be the Ace Up the Sleeve to Boost Cryptocurrency? What Are Real-World Assets ( RWA )?

 

"RWA (Real World Assets)" refers to tangible assets existing in the physical world, such as real estate, automobiles, and watches. The trend of tokenizing these assets for management and trading on blockchain is accelerating. Recently, this has evolved into a new trend encompassing security tokens, which tokenize assets like stocks and bonds. Benefits include enhanced transaction convenience, such as fractionalizing large assets like real estate. Additionally, it allows for the strict and highly flexible trading of ownership rights alone—similar to trading exchange vouchers for physical assets—while properly storing difficult-to-handle assets like art or aged liquor. A report by a major U.S. consulting firm estimates that bringing existing financial assets into the crypto asset market could create a $16 trillion market by 2030. In Japan, major financial institutions are also beginning to develop platforms, making future developments noteworthy.

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Gaining attention in the SaaS world. The new multi-product strategy: " Compound Startups "

 

Recently, the "Compound Startup" has been gaining attention in the SaaS startup scene. This refers to a competitive strategy where multiple products are launched simultaneously from the founding stage, rather than focusing on a single product. Traditionally, specializing in one business or service was considered the standard approach for startups. However, as markets mature and competition exists in nearly every field, Amidst this, a strategy is gaining attention that demonstrates competitive advantage by offering multiple highly related products. Expanding the range of products handled can lead to more efficient solutions for customer problems and reduced business opportunity loss. It also allows for raising the contract value per customer while setting prices lower than competitors for individual products. While simultaneously developing and operating high-quality products presents significant challenges, this approach is certainly worth considering when formulating future startup strategies.

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Will " IoB," Focusing on Human Behavior, Accelerate Marketing Evolution?

 

"IoB" stands for "Internet of Behaviors," referring to technology that collects data on human actions and utilizes it to improve quality of life. Examples include targeted advertising and recommendations based on browsing and purchase histories on websites, as well as the use of smartphone location data. "IoB" also stands for "Internet of Bodies," referring to technology that acquires and utilizes data about human physical conditions, such as from wearable devices or pacemakers. While concerns exist regarding the collection and use of this behavioral data from a privacy perspective, understanding is gradually deepening as its practical applications advance in healthcare, IoT, autonomous driving, and other fields. By optimally leveraging vast amounts of behavioral data, IoB holds the potential to significantly transform the nature of services and industries in the digital age, opening up new business opportunities.