Google I/O 2019 was a window into the future.
During their keynote, the world’s biggest search engine revealed their most interesting projects.
These tech developments paint a picture of what tomorrow will look like – and it looks like something from a sci-fi movie.
Because technology drives today’s fast-paced economy, businesses should pay close attention to those developments…
After all, tomorrow’s trends will have just as big an impact as desktop, the internet, and mobile technology.
Let’s look through the window that Google opened for us:
Highlights from Google I/O 2019
In a keynote whose tone continually reminded me of similar keynote scenes in Netflix’s movie, The Circle, CEO Sundar Pichai teamed up with other Googlers to explain where its technology is heading.
Here are a few highlights:
- Image recognition technology can split your bill. Why bother with a calculator? That’s so 20th century … simply feed an image of your receipt into the Google Lens app and it can split your tab for you.
- Google’s voice recognition technology can understand context, translate text, and read chats aloud in real-time. With a few simple voice commands, Google can call people, send an email, set reminders, and set destinations in Google Maps. It can transcribe text, read text aloud in a chat, and understand what you mean by the context of your voice commands.
- Its virtual assistant can fill out web forms, call restaurants to book tables, and more. Today, virtual assistants may not seem like much – but Google’s little baby is growing up fast. Just as I predicted in a short story 10 years ago, Google’s virtual assistant can help you find tickets, make travel plans, and even call restaurants for you.
- AR and 3D are coming to Google Search. Google’s Knowledge Graph collects data from a variety of sources, which is presented in bite-sized chunks next to search results. In its quest to “organize the worlds’ information,” Google is adding more depth to this feature, by including 3D images, which can then be projected into real space via your phone’s camera.
Today, most of these tech developments haven’t hit mainstream…
Some of them are still viewed as creepy, novel, or both.
However, pretty soon these will become normal, and our lives will look like sci-fi movies.
What Do These Tech Developments Mean for Business?
Tomorrow’s trends are already surfacing today – and not all of them are good.
Here are three that jumped out at me:
Businesses have to compete with Google. This “prediction” is nothing new. It’s a trend that has been happening for years. As Seer Interactive CEO Wil Reynolds said years ago, Google is crowding out its own search results with other “informative” screen elements – such as ads, the Knowledge Graph, news, videos, and Google Maps results. The result: fewer opportunities for clicks, traffic, and conversion.
Businesses have to cater to Google. At the same time, Google is becoming more dominant every year. Its tentacles reach far beyond text search into the emerging fields of virtual assistants, AI technology, robotics, AR, to name just a few. To be visible within this matrix of digital services, businesses need to join forces with Google via SEO, Google Maps, and paid advertising.
Digital marketing is becoming more visual, more 3D, and more immersive. Google’s I/O showcase emphasized another ongoing trend in digital marketing – visual marketing. For years, video, photos, and infographics have dominated that visual trend. In the future, though, we can fully expect 3D to enter into the mix via AR and VR. Today’s cell phones are basically extensions of most people’s bodies … tomorrow, expect wearables to make this connection even more immersive.
Some of these trends are already mainstream, while others are in their infancy, which leads us to William Gibson’s salient observation about technology:
The Future Is Already Here … It’s Just Unevenly Distributed
This sub-heading, stolen from William Gibson, perfectly describes today’s digital economy.
You don’t need to look far to see what tomorrow will look like.
Simply switch on Google’s 2019 I/O keynote.
Tomorrow, the digital world will be even more immersive and all-encompassing than it is today.
That’s not to say we should run out and invest in AR marketing.
But it’s good to keep an eye on the future.
Remember what happened with mobile technology…
One day smartphones weren’t even conceivable — the next you couldn’t live without one.