The futurist who helped define tech trend reports just killed them (literally)
- 2 hours ago
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INC. — Every year, the consulting firm publishes a massive tech trends report that maps emerging threats, white spaces, and opportunities early enough for companies to act on them. Past editions have flagged shifts around synthetic media, digital humans, and generative AI before they entered the mainstream conversation. And some major institutions are clearly paying attention: FTSG’s client list includes Mastercard, Ford, and NASA.
Which makes what’s happening onstage inside a Hilton hotel in downtown Austin quite jarring. Clad in a black cloak, FTSG founder and CEO Amy Webb opens her South by Southwest festival talk with a mock funeral for the trends report. Somber music fills the ballroom while a slideshow plays behind her.
“We are gathered here today to celebrate and remember the life of the trend report,” Webb tells the rhapsodic crowd of roughly 1,500.
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