A changing digital environment has sent shockwaves throughout the social landscape in Ireland; just has it has done so all around the world. Social interactivity is now unrecognisable to what it was even 20 years ago, with people now able to use digital interfaces to do pretty much anything and everything: from shopping, gaming and watching, to conversing with friends and even dating. Developments in mobile technology, and more recently, perhaps controversially, AI, have revolutionised the way that people are able to access and interact with digital platforms, with more personalised, convenient and mobile-first experiences just some of the most striking advancements.
Personalisation
One of the most important developments in technology has been the ability to personalise various aspects of the digital entertainment experience. What does this mean? Well, it covers every aspect of user experience, from the way that certain products and services are marketed, to the notifications and suggestions that users will receive throughout their lifecycle on a platform.
Streaming services are a relevant example. Platforms such as Apple, Netflix and Disney are now able to employ advanced algorithms in their study of viewing habits to personalise recommendations for your next watch. These suggestions are based on more than just your viewing habits, with your demographics also analysed to tweak suggestions. And with the proliferation of advertising on streaming services too, you can be sure that the advertisements that are pushed your way are far from random, with your online viewing and purchasing habits through your smart TV all considered.
Relevant to an Irish audience too are developments in online gaming and gambling. Betting has long been a part of Irish social culture and digital platforms such as sports betting and casino sites have profitable presences in Ireland. Developments in personalisation have resulted in gaming and betting experiences that are far more tailored to unique user interests and habits. Diversification has also been key, and online mobile comparison sites such as casino.com in Ireland are able to direct users to sites, offers and features that offer and reflect their evolving demands.
AI and optimisation
Deeply linked to personalisation is the utilisation of AI to optimise platform performance and engagement from a user viewpoint. AI has brought with it the capability to analyse user intent, engagement and general behaviour in an instant, and combined with its stunning ability to generate content in a manner of seconds, it has completely revolutionised a whole host of the most popular digital platforms in Ireland.
Take, as a pertinent example, social media. Social media sites such as Tik Tok, Instagram and Snapchat have long used data and algorithms to tailor content that suits the habits of individual users. But the prevalence and sophistication of AI models means that this ability to optimise every element of the platform experience has embedded these platforms into almost every element of social life, influencing everything from consumer trends to the way (and what type of) news is consumed and shared, as well as how and how often people interact with each other. The result is an almost unrecognisable social landscape to one which was inhabited just a decade or so ago.
Not everyone may appreciate these developments, but slightly more universal in its positive reach is the ability of digital platforms in Ireland and around the world to utilise AI for outstanding consumer support and customer experience. Advancements in query identification and response ensure personalised and coherent solutions that are comprehensive and delivered in a nature that mimics the more desirable human traits of cordiality and patience. Not only is it difficult to tell the difference between these AI interventions and some human interfaces, but they are of course available 24/7 and entirely automated, meaning that there is little danger of the right hand failing to recognise what is going on with the left. And then there is the fact that these support mechanisms can be deployed at a fraction of the cost to platform providers.
Evolution and revolution
The speed at which technology is developing and evolving has resulted in a revolution in terms of not only the way people engage with digital platforms, but the way in which those digital platforms are able to target and then tailor their products and services. Irish users are inhabiting a new frontier of digital entertainment access and engagement, yet the speed of change is only increasing, so what this landscape may look like in only two years from now is anyone’s guess.