Each year, around Christmas, I have fun reading the predictions for the following year, and, depending on what I read, my mood balances between amusement, doubt, glee or even sometimes anger. In 15 years of experience in digital, I have seen the “hype cycle” of Gartner evolve through time, right or wrong, too optimistic or too pessimistic. But its easy to criticise and never do the exercise - so this year, it’s my turn to dip my toe into it and we’ll see in the coming years if I was right or wrong.

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