Tech Trends to Watch in 2024

Major Changes in Store for Search, Connected Cars, and Immersive Media

Report by Yoram Wurmser  | Nov 30, 2023
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Table of Contents
Generative AI will reshape search
AI ‘app stores’ will proliferate
Advertising turns an eye toward sustainability
Immersive media will take a qualitative leap
Control over connected car media will become more contentious
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
AI and advances in immersive media, connected cars, and sustainability tech made big splashes in 2023, but their impact may be even bigger in 2024.
Topics
Technology
Worldwide
Table of Contents
Generative AI will reshape search
AI ‘app stores’ will proliferate
Advertising turns an eye toward sustainability
Immersive media will take a qualitative leap
Control over connected car media will become more contentious
Insider Intelligence Interviews
Sources
Media Gallery

Generative AI shook up advertising in 2023, but the effects in 2024 may be even deeper, as major changes to search and brand marketing appear likely. At the same time, connected cars and immersive media, in part aided by other forms of AI, will take big leaps in 2024, all while the carbon impact of advertising undergoes new scrutiny.

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    Table of Contents

    1. Generative AI will reshape search
    2. AI ‘app stores’ will proliferate
    3. Advertising turns an eye toward sustainability
    1. Immersive media will take a qualitative leap
    2. Control over connected car media will become more contentious
    3. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    Google's Dominant Lead Shrinks as Users Shift Some Search Tasks to Amazon and Social Media (% share of US search ad spending, 2020-2025)ChatGPT Drives Overall Generative AI Usage
    Nearly Half of US Millennials Are Likely to Consider Carbon Neutrality When Making a PurchaseImmersive Media Device shipments
    Aftermarket Systems Fade as Phone-Based and Embedded Systems Spread Rapidly

    Interviewed for This Report

    Brian O'Kelley
    Scope3
    Co-founder and CEO
    Interviewed November 8, 2023

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    authors

    Yoram Wurmser

    Contributors

    Chris Keating
    Director, Research