TODAY'S FUTURE

At O2 GroupLatam, we conductresearch to preparefor what consumerbehavior will look like in 2026, allowing us to designcreative strategies with our teams so that brands can effectively respond tothese emerging trends.

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As a result of this research, a question hassurfaced—one I want to share. Sometimes I wonder whether we are already livingalongside the futuristic technology once imaginedby the TV shows and movies that shaped generations and definedexpectations of a world led by technological breakthroughs: robotic assistants,DeLoreans traveling through time, messages delivered via holographicprojections, among others.

What is certainis that with the popularization of AI—an invention that has been developingfor decades and is now increasingly used in everyday life, from the mostroutine tasks to the mostcomplex—human relationships are undergoing changes that present two verydifferent paths for us, and for brands as well:

Do we return to and investin spaces for genuine, humanconnection? Or do we embracethe independence that automation offers us?

Asautomation becomes more refined and accessible to everyone—virtual assistants,chatbots, automated vehicles, even medical reviews and diagnoses throughdigital platforms—human interactions grow more distant. Each individual beginsto create the illusion of a self-sufficient bubble that, without realizing it,isolates us from real interactions. We face an efficiency that leaves no room for error, for the unpredictability of being human—the very chaos from which true human connectionsare born.

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This is the paradox of our time: while we areincreasingly connected through instant messages and social media,the emotional gap continues to widen. So much so that it isworth asking: are we confusing being given attention with being shownaffection?

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The comfort of a conversation with ChatGPT distortsour understanding of what a realhuman conversation is, accelerating frustration toward the differing opinionsthat are inherent to human nature.

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So, which path will we choose—as brandsand as people?

Even the algorithm has realized that it is nolonger just about being noticed or seen. Visibility is fleeting attention. What truly connectsis standing out through affection—that’s what builds consistency.A like on social media means less andless each time. It is vital, and deeply human, to reclaim spaces for real,everyday connections.

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We must be creative in order to positively surpriseand genuinely move people by craftingnew experiences—ones focused on creating environments that foster humanconnections that feel easy, safe, and not centered on yet another transaction.We should include and celebrate interactions that promote friendship, a senseof community, self-care, cultural belonging—moments that are deep andmeaningful.

Let’s ask ourselves, as individuals and as brands: Do I want to be seen, or do I wantto be felt?

Do Iwant to exist, or do I want to matter?

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