RESEARCH REPORT

In brief

In brief

  • For this year’s Technology Vision research, we surveyed over 600 communications and media executives, along with over 2,000 consumers worldwide.
  • In this article series, Accenture industry leaders explore how businesses need to focus their innovative energies over the next 3 to 5 years.
  • One of the principal findings is that, very clearly, people’s relationships with technology are changing.
  • Leading in the future will demand rethinking core assumptions about this intersection between people and technology in communications and media.


People’s love (and need) for technology has let businesses weave that technology—and the businesses themselves—into our lives. While this has transformed how we work, live and interact with the world, it’s important to recognize that this love for technology is not unconditional. Looking to the longer term, it’s increasingly clear that communications and media businesses cannot assume that the customer is always looking for the latest tech or the best-of-the-best upgrade. They also want a sense of comfort and confidence that everything will just work as expected.

Consumers’ changing relationship with technology

For this year’s Technology Vision research, we surveyed over 600 communications and media executives, along with 2,000+ consumers worldwide. One of the principal findings is that, very clearly, people’s relationships with technology are changing.

Seventy percent of consumers globally expect their relationship with technology to be more prominent in their lives over the next three years.

It’s a trend that will likely be even more pronounced as a result of COVID-19, bearing in mind how heavily people have relied on technology to sustain connections in recent months.

But this does not imply blind love for technology. Our research also found that consumers increasingly expect businesses to recognize the inter-dependency between what they do and the people they serve and adapt their services accordingly.

Our 2020 Communications and Media Technology Vision article series explores how this will play out across five core themes:

The I in experience

The enterprises that start building personalized, interactive, and shared virtual communities today can carry that success far into the future.

AI and me

Investing in explainable AI and other tools that enable true human-AI partnership allows businesses to reimagine their workforce in the future.

Robots in the wild

While today’s robotics leaders are filling new, pandemic-related roles, the ones truly thinking long-term are also building a more automated future.

Dilemma of smart things

Enterprises need to consider how they can introduce new features without overstepping. Failing to support these changes produces short-lived benefits.

Innovation DNA

Leaders who create agile and resilient innovation DNAs will be positioned to meet new needs and build new capabilities faster than ever before.

View All


These provide a roadmap for organizations to rethink their approach, and how and where they need to focus their innovative energies over the next three to five years. Leading in the future will demand rethinking core assumptions about the intersection between people and technology.

In the full article series, Accenture industry leaders examine key themes from the Technology Vision research that look more closely at future disruptions.

About the Authors

Mathangi Sandilya

Managing Director – Communications and Media


Adriano Poloni

Managing Director – Communications and Media


John Peters

Managing Director – Communications and Media, Client Lead


Yusuf Tayob

Senior Managing Director – Communications, Media and Technology, Client Lead, North America


Peri Shamsai

Managing Director – Communications and Media, Client Lead, North America


Miguel Myhrer

Managing Director – Communications, Media and Technology, Client Lead, North America

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