Ricardo Ribeiro, head of innovation at Rapp Brazil, talks about the challenges of transition and coexistence between the physical and digital worlds.
“Digital transformation is on the agenda of companies. Finding ways to absorb innovation, or even reinvent themselves, are increasingly urgent demands. However, the discussion around digital transformation goes beyond platforms, APIs, or devices; it touches on much deeper issues of behavior and generational perspectives.
According to Ricardo Ribeiro, head of innovation at Rapp Brasil, present at Social Media Week, the issues are much deeper when dealing with reality and the virtual. “When we talk about digital transformation, we always mention technology, but it is much more than that; it is about a mindset change to understand that digital transformation goes beyond,” he states.
Generational boundaries “The mindset of a child is already directed towards this new way of thinking. And, in this context, there is a clash between generations about the difference between the digital and analog worlds. Children will not differentiate street football from a soccer video game because, for them, this differentiation makes no sense. Digital is already embedded in this new generational era, and distinguishing real from virtual fun doesn’t change anything. What we need is to adapt to understand the connection that must be built now. How are we dealing with the little ones who surprise us and learn faster than we struggle to understand? Are we prepared for the new era? Is it no longer about being digital first, mobile first, or AI first? The trend now is voice first, which happens hands-free and will generate even more personalized interactions. Have you seen all this happen? Every day that passes, everything gets faster, there’s always something new, and you’re already outdated. Now you need, at least, to accept the changes and try to keep up with digital transformations as best as you can.”
Zombie mode “Whenever we discover a technology, we detach ourselves from an effort to understand the real value it will provide us. We still don’t understand that what we need is to reconfigure our minds and be open to the new. When the evolution process reaches its complete understanding, the critical turning point causes a snowball effect, and your experiences with new technologies become more easily understood, and your knowledge becomes more comprehensive and acceptable. It is necessary to leave the comfort zone and practice change; after all, you can also learn the new. The problem now is that after transforming yourself, you become a hostage to this same technology. Your behavior changes, you develop new habits and needs, but you don’t begin to understand what is really happening. We enter the universe of singularity, seeking more virtual connections that are not necessarily real. We go into automatic mode, acting on impulses determined by the new technological experience. We start to walk like people disconnected from human relationships.”
Relationships “The behavior in human relationships is questionable when technology interferes with new habits. We don’t notice the difference between a good real conversation and one on the phone. In the virtual world, we are not ashamed to say what we think, so it becomes difficult to be exposed without hiding behind a screen. We reach for the phone in moments of micro-boredom, causing digital isolation. We need a mindset to question our new human needs, not just technological ones. Voice assistants are increasingly providing support for people seeking anything; information is now credited to a machine but can be transformed into something hybrid between more human machines and consequently, more technological humans.”
Source: Meio&Mensagem
