In an era of evolving technological innovation, unprecedented challenges to organisations are constantly arising. To address this, global communications network Grayling has identified four tensions that organisations should prepare for in the coming decade to stay ahead of these changing dynamics: aging versus youth, innovation versus regulation, speed versus structure and me versus artificial intelligence (AI).

These key technological trends were identified in Grayling’s new paper, ‘Live Smart or Die’, as a third part of Grayling’s ‘Advantage Series.’ The series is a research and insights program that analyses reputational, regulatory and communication challenges facing organisations today.

Danica Ross, the paper’s lead author and head of Grayling’s San Francisco team, says, “The pace of technological innovation is staggering, and there can be little doubt that businesses and other organisations that do not stake a place in the lives of ‘smarter citizens’ will fall by the wayside. Working with some of the most exciting businesses coming out of Silicon Valley, we see the potential for this every day. Our paper is a starting point for those wishing to chart a course through this uncertain territory.”

Aging versus youth concerns the increasingly stark generational divide between Millennials and Baby Boomers. This is not only reflected in differences in attitude towards money and work-life balance, but also the challenge of keeping societies running being borne by an increasingly small percentage of taxpayers. Traditional organisations, amid these challenges, will need to find ways to accommodate the non-traditional lifestyles and career paths Milennials want.

Innovation versus regulation concerns the tension between legislation and advances in technology. While there is a demand for better cybersecurity and strategies to safeguard consumers, there is also concern from policy makers in regards to the privacy of illegal activity. Other concerns include the regulation of blockchains, crowdfunding and companies such as Uber. Policymakers must keep up with the pace of technological change or risk being outdated while organisations must stay relevant to policy debates or risk being regulated out of business.

Speed versus structure concerns the sustainability of the on-demand economy in the context of increasing urbanisation. In a society where consumers demand immediate gratification, questions are raised as to whether the aging infrastructure of cities can handle the influx of growing populations while addressing this challenge in a sustainable fashion. Environmental, energy and space concerns also arise. Corporate responsibility will need to be taken more seriously in order to address these issues in an increasingly corporate world.

Me versus AI concerns the growing reality of artificial intelligence’s influence in society and the diminishing role of human labour. Though AI has many practical and real benefits, the importance of personal touch simply cannot be replaced. This provides an opportunity for some businesses to offer human interaction at premiums, in a landscape where organisations are beginning to base its whole business model on AI.