There are no clicks without emotions

The Speaker: Adolfo Fernàndez, Global Head of Product Strategy at Google, Expert on Consumer Goods & Digital Communications at The World Economic Forum

Adolfo Fernàndez of Google spoke to our IAPCO virtual andin-person audience on the importance at our 2022 AM&GA oftechnology in building human connection and how the techevolution is contingent on people’s need to feel connected.This is certainly a topic of concern for many in the meetingsindustry and one that resonates as remote working hasbecome so commonplace over the past 2 or so years.

He began his talk by outlining three notable trends—trackedthrough Google search analytics from 2020 to 2022. Startingwith the understanding that people are better together,followed by their eagerness to make changes, and lastly, howevents are evolving to follow a hybrid model to support thesecollective needs.

In short, as the world reopens after a dormant 2+ years, people are reprioritizing what’s important to them: feeling connected.

This begs the question: with this shift in personal priorities,do companies, organizations, and other enterprises need toshift with them? Fernàndez believes that, while consumerbehaviour has changed (and will continue to), the way webuild and market our businesses has not. Business-toconsumerrelations still require the need to provide solutions,build a connection, and understand the consumer—only

now with a focus on helping them faster, connecting them everywhere, and understanding them better. And Fernàndez was clear in saying that technology is the most effective tool for strengthening these relations. Following the keynote presentation was an open-ended Q&A period that fostered discussions around topics such as target marketing, user data, and the future goals of Google. The topic of heightened interest? The evolution of artificial intelligence (AI), machine learning, and the metaverse and how this evolution will affect connectivity and the events industry. Some questions included: is AI a business-building prerequisite? How long until AI becomes self-aware? And are we heading towards a world that is entirely experienced in the metaverse?

Fernàndez’s responses were honest, transparent, and frank. He explained that AI will be user-friendly and accessible moving forward but will never develop the ability to feel emotions or think critically like humans. Nor will the metaverse become the only experiential space. Instead, these innovations will only further enhance human connectivity and with that, build stronger consumer relations.

To conclude his keynote, Fernàndez emphasized the important division between technology and how we use it. He views it as a compulsory, but supplementary form of communication that helps us understand one another better. But it does not—and will not—have the strength to overcome the need for real-life critical thinking and connection based on human emotion and interaction. A welcome response as we all continue to advocate on the importance of people meeting together to solve some of the world’s toughest problems.