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That means a wide range of consumer channels will be impacted, from websites to in-car commerce. What are the most and least promising use cases for generative AI? Our analysts have identified the following seven use cases as both viable and valuable:. Chatbots.

鈥淭hey fire, we hire,鈥� said Rainer Zugehoer, chief people officer at Cariad, a Volkswagen connected car subsidiary. 鈥淲e have several hundred open positions in the US, Europe, and China.鈥�. Layoffs are damaging pandemic-era diversity initiatives: Recent layoffs have scrubbed the attempts to boost employee diversity, per The Washington Post.

Those hours spent listening on phones and in cars represent an opportunity for advertisers. 鈥淭hat鈥檚 well below digital video, which is over $500 per user. It severely under-indexes,鈥� Wurmser said. Apps: Over 90% of time spent on mobile devices is in-app, and consumers typically use about 20 apps, according to our forecast.

Smartphones lead the way, but all devices鈥攊ncluding smart speakers, connected cars, and smart TVs鈥攚ill gain over 17 million users by 2027, just over half of all internet users. New features powered by generative AI (genAI) may help draw in voice tech holdouts. Gen Z will lead all generations in voice assistant usage by 2027.

That category includes internet-connected devices such as smart speakers, smart appliances, connected cars, and smartwatches. CTV is in a majority of US households. More than two-thirds of the US population will use CTV in 2023, and more than 85% of US households will have at least one internet-connected TV set this year.

A return to pre-pandemic commuting patterns had propped up radio last year, but a significant loss this year suggests commuters are turning to digital sources for audio in cars or while riding transit. Music streaming lost 6 minutes daily YoY, falling to 1:30 in H1 2023. Streaming apps now command 50% more daily time than radio, as services like Spotify and audiobooks attract more listeners.

That means a wide range of consumer channels will be impacted, from websites to in-car commerce.

That growth comes as the US sees 230.0 million connected TV (CTV) users, 151.4 million connected car drivers, 117.1 million smart homes users, and 105.5 million smart speaker users in 2023. All these devices are being better integrated, Wurmser said, making it easier for consumers to purchase through them. Not all sales will be incremental, however.

The ride-hail service has around 6,500 in-car tablets and 800 car-top displays, offering multiple advertising touchpoints. Its presence in major cities like New York, Chicago, and San Francisco also promises substantial visibility for ads.

Google, Amazon, and Apple all plan enhancements to their assistants鈥攚hich will be used by about 43% of the US population this year鈥攍eading to more voice search in cars, homes, and phones. Conversational responses will spread. Google still lacks sufficient trust in its genAI search tools to move them from beta, and Bing remains niche, but expect both to appear in main search pages soon.

The company launched video ads through Uber, Uber Eats, Drizly, and in-car tablets. Advertising formats were expanded to include sponsored item opportunities for consumer packaged goods brands. Uber also partnered with Omnicom Media Group to strengthen the unique ad-buying offering of mobility and retail media inventory. Our view: Uber鈥檚 grocery potential lies within its membership program, Uber One.

Commuters in cars are driving sustained radio reach, as are older demographics that enjoy radio in the background, whether for local news, sports, or music. There will be 23.4 million adult radio listeners in Canada this year. While listenership is down 2 million since 2021, we expect listeners to stay above 23 million for the rest of our forecast period.

The self-serve platform is aimed at small and medium-sized businesses interested in car-top ads in specific ZIP codes and times of day. The OOH ads can integrate with in-app discounts, making them more actionable than typical OOH ads. Who cares? Anyone advertising a product or service, especially if that product is location-specific. Player: Best Buy. Best Buy launched its own ad platform.

However, thanks to the rise of CTV and the increasing popularity of other connected devices (like gaming consoles, smart speakers, and connected vehicles), mobile鈥檚 stranglehold on digital has loosened. By 2025, mobile鈥檚 share of digital media time will drop to 49.9% and will likely continue to decline after that. What鈥檚 the bottom line?

Radio is fairly stable鈥攐nly in slight decline, sustained by commuters in cars and the resumption of in-person work post-pandemic. Radio鈥檚 reach in Canada remains widespread with 23.4 million listeners, or 73.0% of the adult population in 2023. Digital audio listenership eclipsed radio for the first time this year with 26.0 million listeners.

The 鈥渙ther鈥� category鈥攃omprising mainly gaming consoles, smart speakers, smart watches, and connected vehicles鈥攚ill account for 0:42 per day in 2023. Ad spending on these devices is not actually $0, but it is so low that it rounds down to a 0.0% share in the table above.

For more tech trends of the year, you can read Yory's full report, called Tech Trends to Watch in 2024; Major Changes in Store for Search, Connected Cars, and Immersive Media. Links in the show notes, or you can head to insiderintelligence.com to read the full report there as well. That is all we have time for for this episode. Thank you so much to my guests. Thank you to Yory. Yory Wurmser:.

We're talking about people using their smartwatches and the connected cars and smart speakers and even appliances. So just so much digital, people are connected all the time and it's driving that time. Marcus Johnson (07:02):. Okay, so we've got digital eight hours a day this year, mobile at four hours a day. What's behind some of that growth?

Now, all of a sudden, you can make payments through connected car experiences. You can pay for fuel. There's restaurants that are starting to add to it, so you can buy your fast food from your car. Rob Rubin:. But what about things outside of payments? That all is sort of transactional.

Even social is shifting to CTV as well and in other connected places like the connected cars and things like this, so it'll continue to grow I believe so. Marcus Johnson:. What's the total amount of time per day? Ethan Cramer-Flood:. So we're saying digital audio one hour and 24 minutes per day and radio one hour and 18 minutes per day. Marcus Johnson:.

So first of all, if you know that your toilet paper will arrive at your door within hours, then you are going to think twice about hopping in your car, wasting a half hour driving back and forth to Target or whatever physical store you're going to go to because you can just click and bot. So it gives you a reassurance.

And as it relates, Carina, in the US, if you get pulled over by the police in your car, you'll get a ticket if you don't have your wallet. That requires that you actually appear in court to show them your identification. So it's really annoying if you don't have your wallet in the US. Tyler, I think you had told me yesterday there are some states that let you use a digital wallet. Tyler Van Dyke:.

Fast-forward to 1959, Nils Bohlin, an engineer at Volvo, created the familiar three-point seatbelt we use in cars today. Check this out. This is why the Swedes are the best people in the world. Volvo who Mr. Bohlin worked for gave the invention to its rivals for free to encourage other manufacturers to install seat belts in their own cars. Why?

But without the stores, you don't think of Bed Bath & Beyond nearly as much as you did when you saw it when you were driving in your car or walking down the street. And so as a result, I don't know what's going to happen here unless Overstock decides to venture into source, which is a business it really never has attempted to play it. Marcus Johnson:. Story two.

For example, different rules would govern AI systems in cars. Different rules would govern those that scan medical images. This could get real messy, real quick, really expansive real quick. That pays to regulation in the US, as we mentioned before, significantly trials the European Union.