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A future envisioned in 1999, where smart machines or intelligent agentsIntelligent agents would govern, has become a reality today. Numerous technological advancements have characterized recent developments, including the growth of Artificial Intelligence (AIArtificial intelligence (AI)), technologies such as cryptocurrencyCryptocurrency and blockchainBlockchain, Non-Fungible Tokens (NFTsNon-Fungible Tokens (NFTs)), Augmented Reality (ARAugmented Reality (AR)), Virtual Reality (VRVirtual Reality (VR)), and Mixed Reality (XRMixed Reality (XR)).1 I use the term hyper-digitalization to refer to the significant changes that mark the evolutionEvolution of the digital eraDigital era into a new age characterized by the rise of AIArtificial intelligence (AI) and related technologies such as ARAugmented Reality (AR)/VRVirtual Reality (VR), NFTsNon-Fungible Tokens (NFTs), and cryptocurrencyCryptocurrency/blockchainBlockchain. This chapter will trace the evolutionEvolution of this era and provide an overview of the key characteristics that describe the current period, along with implications for marketingMarketing implications and branding.

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Evolution of Digital Technologies: The Age of Hyper-Digitalization

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  • 发表日期：

    2025年

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  • Vanitha Swaminathan

摘要

A future envisioned in 1999, where smart machines or intelligent agentsIntelligent agents would govern, has become a reality today. Numerous technological advancements have characterized recent developments, including the growth of Artificial Intelligence (AIArtificial intelligence (AI)), technologies such as cryptocurrencyCryptocurrency and blockchainBlockchain, Non-Fungible Tokens (NFTsNon-Fungible Tokens (NFTs)), Augmented Reality (ARAugmented Reality (AR)), Virtual Reality (VRVirtual Reality (VR)), and Mixed Reality (XRMixed Reality (XR)).1 I use the term hyper-digitalization to refer to the significant changes that mark the evolutionEvolution of the digital eraDigital era into a new age characterized by the rise of AIArtificial intelligence (AI) and related technologies such as ARAugmented Reality (AR)/VRVirtual Reality (VR), NFTsNon-Fungible Tokens (NFTs), and cryptocurrencyCryptocurrency/blockchainBlockchain. This chapter will trace the evolutionEvolution of this era and provide an overview of the key characteristics that describe the current period, along with implications for marketingMarketing implications and branding.