Municipal governments are using infrastructure residents already visit, such as convenience stores, seasonal shelters and neighborhood streets, to deliver care and public services.

Busan Metropolitan City designated 48 24-hour convenience stores across the city as free rest shelters for delivery riders and mobile outdoor workers during extreme heat. Workers can step inside, cool down, and rehydrate at no cost. No new buildings — existing retail, repurposed with a sign and a policy.

Barcelona City Council opened a seasonal day shelter offering climate-controlled space, hydration stations, and social support for unhoused residents during summer heat waves. It runs every summer, rather than activating only when the city declares an emergency.

Gangnam District Office in Seoul partnered dog owners with their pets to collect litter during routine neighborhood walks. Participants receive simple collection tools and recognition for their contribution.

TREND BITE
Governments are shifting care from dedicated facilities into everyday infrastructure. This opens up avenues for brands to collaborate with governments on to use their assets to serve local communities.

Sports content is being rebuilt for audiences who consume entertainment in vertical feeds and 30-second windows. Rights holders, venues and brands are creating new formats, removing friction and giving fans roles as builders and participants.

Johan Cruijff ArenA in Amsterdam opened an AI-powered cashierless bar. Smartphone wallets and tracking technology let visitors take a drink without queuing or checking out, reducing the time spent away from the match. The model adapts Amazon's Just Walk Out system to a stadium concourse.

Delta Airlines partnered with DraftKings on a free, skill-based sports prediction game for its flights. Passengers compete for gift cards without gambling mechanics. The game gives passengers a sports activity during the flight and does not require Wi-Fi.

Live Nation launched a tycoon-style game on Roblox where players design and manage their own virtual music festivals, with real-world artist lineups and brand partnerships built into the gameplay. Rather than advertising festivals to Roblox's young audience, Live Nation lets them run one. Players become promoters years before they'd attend a real show.

Trend bite
Sports and live entertainment go to the audience rather than the audience going to them. A stadium concourse, a middle seat, a game engine: wherever the audience already spends time, the experience needs to be there too.

Across retail, financial services and public policy, organisations are recognising involved fathers as a distinct customer segment with their own needs, behaviours and purchasing decisions.

Brazilian menswear brand Reserva partnered with child safety company Safety 1st to launch what it describes as Brazil's first dedicated paternity product collection. Introduced on 14 July, the range includes a baby carrier, stroller, paternity backpack and organiser bag, while Reserva reinforced the positioning internally by extending employee paternity leave to 45 days.

Dubai-based entrepreneurs launched Good Husband, an AI coaching app that helps men navigate difficult conversations with their partners. Powered by Anthropic's Claude, it offers private, real-time support for emotionally sensitive discussions, letting users choose a Warm or Direct tone (or their own voice) and switch on Coaching Mode to unpack the emotional dynamics behind different responses. A premium Better Husband tier builds a detailed relationship profile, tracking anniversaries and conflict patterns for more tailored advice.

UN Women, through its Dare to Care programme, is working with fathers across Jordan, Egypt and Morocco as part of its wider TransformCare initiative, now active in more than 50 countries. Supported by the governments of Sweden, Germany and Spain's Basque Country, the programme uses peer mentoring to encourage fathers to take a more active role in caregiving and household responsibilities, helping reshape family norms across generations.

The opportunity?

Many organisations still design for "parents" while unconsciously designing primarily for mothers. Revisit your customer journeys, product portfolio and communications through the lens of modern fatherhood.

A growing number of brands are redesigning waste materials into premium collections and high-performance textiles, as regulation tightens and consumers demand stronger provenance.

Japanese fashion retailer Uniqlo launched Everyday Re.Imagined, a limited 10-piece-collection created with graduates from Central Saint Martins using returned AIRism T-shirts and damaged cotton garments collected through the brand's own take-back programme. The collection is available across 15 Re.Uniqlo Studios in London, Paris and Berlin.

Imperial College London designer Anthony Guevara developed PEEL, a biodegradable leather alternative made from discarded salak and lychee skins sourced in Indonesia. The fruit skins are dried, naturally treated for durability and hand-stitched onto biodegradable cotton muslin without synthetic binders. Early prototypes have remained stable for more than a year, while estimated carbon emissions are 95% lower than conventional leather.

Materials innovation company PANGAIA introduced (gaia)BioStretch, a performance fabric made with 72% bio-based nylon derived from non-food-grade industrial corn and an elastane blend that is approximately 70% plant-based. Its mint-based odour control remains effective through 20 home washes.

The opportunity?
Which returns, agricultural by-products and manufacturing offcuts will you turn into valuable sources of premium materials, distinctive product stories and resilient supply chains?

Brands are now engineering fabrics and biomaterials that actively influence circulation, protection, ageing and recovery, transforming everyday materials into health interventions.

Japanese recovery brand Refa Vitalwear, part of the MTG Group, introduced a premium Fall/Winter 2026–2027 sleepwear collection made from 73% silk blended with a proprietary fibre infused with eight natural minerals. Engineered to emit far-infrared rays that promote circulation during sleep, the collection is backed by planned pop-up stores and a flagship retail opening in 2027, signalling growing confidence in therapeutic apparel as a premium category.

Outdoor apparel brand Helly Hansen, through its Japanese partner Goldwin, expanded insect-repellent technology from specialist outdoor gear into everyday casual outerwear. The protective chemistry is permanently bonded into the fibres, eliminating the need for topical insect sprays. Similar approaches are now appearing in products from Columbia and L.L.Bean, suggesting biologically functional textiles are moving into the mainstream.

Haircare biotechnology company K18, now part of Unilever, launched its FutureIQ Biomimetic Hair Longevity Serum in the UK. Combining biomimetic peptides, antioxidants and a root-support complex, the serum targets the biological drivers of hair ageing rather than repairing visible damage. In a 90-day clinical study, participants retained up to 19,000 additional hairs while experiencing up to 70% fewer visible grey hairs, repositioning haircare as a preventive longevity category.

The opportunity?

Identify the biological stresses your customers face, from fatigue and heat to insects, ageing or poor sleep, and assess whether redesigning certain materials is an option.

Rather than removing people from the loop, the most commercially exciting robots are learning to observe, adapt to and make people more capable. Coaching, collaboration and caregiving are becoming core robotics capabilities.

Chinese robotics startup Pongbot launched Aura, a 7 kg backpack-sized AI coaching robot for tennis, pickleball and padel. Its detachable dual-camera system, Spotter, analyses every shot, delivers voice coaching, and automatically adjusts the next ball's speed, spin and placement to target weaknesses. The Kickstarter campaign raised nearly USD 4 million, highlighting strong demand for affordable AI coaching beyond clubs and professional academies.

Italian robotics company Generative Bionics unveiled Gene.01, a humanoid robot covered in full-body tactile skin that detects touch, temperature, proximity and force across its entire body. Human workers can teach the robot new tasks simply by physically demonstrating movements and grip pressure. Its first commercial deployment is with global shipbuilder Fincantieri, where Gene.01 will support complex welding operations alongside human workers.

Chinese robotics company Unitree released UnifoLM-OminiA-0.3, a unified AI model enabling a single humanoid robot to understand spoken commands while simultaneously reasoning about visual information and manipulating objects. In demonstrations, one robot sorted laundry, retrieved medicine, adjusted a hospital bed and immediately stopped mid-task when instructed—showing how a single AI architecture can support responsive assistance across multiple real-world scenarios.

The opportunity?

Whether your industry involves customers, employees or patients, the next competitive advantage may come from designing machines that continuously adapt to humans.

Across entertainment, retail and digital platforms, leading brands are identifying moments where consumers simply receive content, products or experiences, and then redesigning them into moments of participation. Instead of adding more features, they're creating mechanics that encourage people to create, play, personalise and return.

Nigerian nightlife startup ORB launched an all-in-one platform for Lagos that combines a real-time nightlife heatmap with in-app ticketing, table reservations, live social posts and a virtual drinks gifting system. A pre-launch event with GOAT Entertainment attracted around 300 attendees.

Dutch supermarket chain Lidl introduced Snackpret, a nationwide campaign distributing free blueprint cards that help children build edible animals and figures using five ingredients or fewer. The initiative responds to Wageningen University research showing only two in five Dutch children eat enough fruit and vegetables.

French music streaming platform Deezer launched Remix Lab, allowing fans to manually adjust tempo, genre and effects on licensed tracks by artists including Celine Dion and Ronisia. Every remix stream continues generating royalties for the original artists, while the best fan creations earn a place on dedicated Deezer playlists.

The opportunity:

Look for moments where customers simply consume your product, service or content: they increasingly represent untapped opportunities to introduce mechanics that encourage people to create, personalise, play, collaborate or share.

Brands are moving from telling stories about a product to building story worlds that can generate products, partnerships and experiences for years to come.

Japanese creative collective NINJA BASKETBALL ANONYMOUS (May 2026) launched an NBA-sanctioned fictional universe where 16 ninja clans compete to unify feudal Japan through basketball rather than warfare. Built on regional history, ukiyo-e aesthetics and original typography inspired by ninja scholarship, the story world is designed to support products, licensing and future experiences.

Chinese game developer miHoYo (July 2026) released BSide: Olivia Lin, an AI companion app centred on a fictional Shanghai piano student. Users exchange personalised letters with Olivia and upload MIDI files that she performs through animated concerts. The app surpassed 100,000 Steam downloads during Early Access.

French augmented reality company BavAR[t] (December 2025–March 2027) partnered with SNCF and the French Ministry of Armed Forces to transform five railway stations into interactive historical worlds through 50 augmented reality points of interest, blending archival material, animation and location-based storytelling.

Could your brand still attract people if your current products disappeared tomorrow?

Every industry has places where national, city-wide or platform-level data becomes too coarse to act on.

These organizations are building products that combine hyperlocal sensing, community participation and AI into decision-making systems that are dramatically more useful than one-size-fits-all infrastructure:

Indian ecology research center Hume Centre for Ecology and Wildlife Biology built a landslide warning network in Kerala using 200 volunteer-operated rain gauges, enabling earlier, more precise evacuation decisions than broader state alerts.

Wildlife conservation nonprofit Polar Bears International, together with security company Spotter Global, developed Bear-dar: AI-powered radar panels that detect polar bears up to 1.2 km away, helping remote Arctic communities avoid dangerous encounters.

Hong Kong taxi payment startup DASH, with the Hong Kong University of Science and Technology, is building StreetSights, an AI platform forecasting passenger demand with up to 90% accuracy, giving independent taxi drivers intelligence previously reserved for ride-hailing platforms.

Where in your industry does "local" beat "central"?

For the next generation of diagnostics, bodies will become continuous sources of health insights.

South Korean research institute DGIST (July 2026) developed an AI-powered electronic nose combining Metal-Organic Framework (MOF) sensors with machine learning to distinguish thousands of scents. Potential applications include non-invasive disease diagnosis, toxic gas detection and food freshness monitoring.

New York medical research center Feinstein Institutes for Medical Research (July 2026) restored movement and touch in a quadriplegic patient using five implanted microelectrode arrays and an AI decoder. The patient's arm strength increased 86% over 35 weeks, with improvements persisting more than two years after the device was switched off, suggesting lasting neuroplastic changes.

Penn State University, MIT and China's Suzhou Institute of Biomedical Engineering and Technology (July 2026) created a paint-on polymer electrode that maintained 95.1% consistency when measuring heart activity, even during heavy sweating and stretching to 170% of its original size, bringing continuous biometric monitoring closer to everyday use.

The opportunity: creating the trusted data, interpretation and service layers that turn biological signals into decisions clinicians can act on.

Community building is great, but building the infrastructure that enables communities to contribute is even greater:

Brazilian football club Flamengo (July 2026) invited its 45+ million supporters to design the club's next limited-edition jersey through its Manto da Nação competition. Ten finalists were selected, fans voted for the winner, and the winning design will be manufactured and sold commercially. The creator receives BRL 10,000 and a place in club history.

AI music platform Suno (July 2026) launched Spark, an incubator offering grants, mentorship and marketing support to independent artists. In return, participants license their music to Suno, helping expand both the platform's creator ecosystem and its licensed music catalogue.

Supermarket chain Lidl (July 2026) announced a multi-year partnership with Tomorrowland, opening pop-up stores, bakeries and free Fresh Food Stations across the festival from the 2026 edition onwards, turning festivalgoers into active participants in the Lidl experience.

Where could your customers create value with you, rather than simply consume from you?

AI is no longer just responding to requests — it is increasingly initiating work, commerce and actions on humans’ behalf: 

Slack-native AI workflow platform Chaser (June 2026) launched a Claude-powered system that lets AI assign tasks directly to human teammates. Across more than 500,000 beta users, the company reports a 98.7% task completion rate, suggesting people are surprisingly comfortable taking instructions from AI.

Canadian payments company Nuvei and Visa (July 2026) completed a live agentic commerce demonstration with fashion brand Kings and Priests, where an AI agent selected, purchased and settled a transaction using tokenized Visa credentials—without a traditional checkout flow. Production rollouts with European banking partners are planned for Q3 2026.

Google (July 2026) expanded its AI Mode in Search, allowing users to execute authenticated actions inside third-party apps such as Canva instead of merely finding information.

Most customer journeys still assume a human starts the interaction, but the first touchpoint may now come from an AI agent acting on someone's behalf. Is your brand ready for when AI shows up first?

Rather than waiting for something to go wrong and responding as quickly as possible, products and services are increasingly designed to anticipate failure, risk or need before it occurs. The result? Better outcomes, lower costs and, often, entirely new sources of competitive advantage.

Here are tighter, more concrete versions in the same style:

Tesla pushed an over-the-air software update enabling its Tesla Vision camera system to classify an imminent collision and deploy airbags up to 70 milliseconds earlier than traditional accelerometer-based sensors. Millions of existing vehicles instantly became more predictive—without any new hardware.

DJI launched the AP100 parachute for its Matrice 400 enterprise drone. Automatically triggered during power loss or sensor failure, it slows descent to under 5 meters per second, while fleet operators can also deploy it remotely via FlightHub 2.

NHS England is rolling out AI triage inside its app, with 200,000 patients expected to use it in its first year. A Sussex pilot reduced morning appointment calls by 29%, demonstrating how prediction can relieve pressure on a healthcare system serving a waiting list of more than 7 million people.

Where in your customer journey are you still waiting for failure? Making sure they never happen is the new solving (and yet another to capitalize on AI!).

Rather than asking consumers to donate separately or highlighting corporate giving in an annual report, a growing number of brands are making social impact an integral part of the product experience, packaging or marketing activation.

Lidl UK released 2,500 Mr SPF 30.5 sun-care bundles to coincide with Pitbull's UK tour, with 100% of proceeds supporting SKCIN, a skin cancer education charity. The concert, the product and the cause reinforced one another.

Zuke's launched limited-edition dog treat packs across Target and Petco, each featuring a QR code linking directly to donations for Acadia, Sequoia or Shenandoah National Park. The brand matches contributions of up to USD 25,000 per park, turning packaging into a fundraising channel.

e.l.f. Cosmetics deployed 15 branded learner cars in the UK cities with the longest driving test waiting lists, offering sweepstakes prizes of 10 free driving lessons through RED Driver Training.


Where in your customer journey could impact become part of the product rather than the promotion? 

Organizations have begun using AI to create realistic rehearsal environments where employees  can build confidence, receive feedback and improve before dealing with real customers.


Leroy Merlin France deployed Pocket Coach across eight stores for four months, allowing retail associates to rehearse realistic product conversations with an AI customer before stepping onto the shop floor. The retailer reported more confident teams, stronger sales performance and higher customer satisfaction.

DeepBrain AI introduced AI Roleplay for insurance agents, simulating claims and policy cancellation calls through voice or text. Every session is scored for pacing, clarity and tone, with managers able to track progress across entire teams.

The World Series of Poker, returning to ESPN via Omaha Productions, introduced an AI system trained on six months of historical poker footage. By analyzing posture, facial movements and blink rate, it estimates when players are bluffing—revealing the prediction only after each hand ends and turning every broadcast into a learning experience.



Which high-stakes moments in your organization are still being practiced on real customers?