< Previous50 edge_ january 2024 backlog M y friend asked me a question recently - “Two or three decades later, while looking back at the current times, what three things would be the defining elements of this era?” The answer was quite simple: apart from the impact of COVID-19 and prevailing political unrest, the third factor would be artificial intelligence’s (AI) inception and implementation. Though 2023 was known as the ‘Year of AI’, it is still poised to take centre stage in 2024, steering the course of progress and innovation like never before. The fast-paced development of AI promises to reshape the world in profound ways. Multiple research institutes, including Gartner’s ‘Top 10 Strategic Technology Trends for 2024’ has noted the impact of AI. Topping many lists, it is a testament to the growing recognition of the technology’s pivotal role in our lives. We break down some of the insights and trends from the tech industry According to Gartner’s predictions, 80 percent of enterprises are expected to harness the power of generative AI APIs and models. A year ago, this figure stood at a mere five percent. This rise underscores the rapid adoption and integration of AI across industries. Generative AI, with its capacity to create content, solve complex problems, and mimic human-like thinking, is becoming an integral part of our daily lives (whether it is doing mundane tasks or writing emails, ChatGPT and Poe are our best friends now). From virtual assistants to personalised content recommendations, the influence of AI is universal. The surge in its deployment within production environments is not merely a technological leap but a cultural evolution, with businesses embracing it as a cornerstone of their strategies. However, it is imperative to acknowledge the responsibility that accompanies this technological prowess. The Gartner report also highlights the significance of trust, risk, and security management in the AI landscape. As AI becomes increasingly intertwined with our lives, addressing these concerns becomes paramount to ensuring a future where innovation and ethical considerations coexist harmoniously. The challenges are apparent, but so is the promise. AI has the potential to revolutionise industries, drive economic growth, and tackle some of the most pressing global challenges. “Generative AI, with its capacity to create content, solve complex problems, and mimic human-like thinking, is becoming an integral part of our daily lives” Another Year of AI? By Arya Devi Commercial Editor, edgeatlas by Etihad Airways, home to award-winning content and read by over 1.3 million engaged readers a month Michael Underdown Commercial Director michael.underdown@itp.com +971 50 396 2115 +971 4 444 3566 To elevate your brand and connect with Etihad Airways’ passengers, contact: November 2023 | ATLAS BY ETIHAD | 3332 | ATLAS BY ETIHAD | November 2023 10.1632° N, 76.6413° E10.1632° N, 76.6413° E he image of palm-lined beaches and verdant rolling grasslands sloping towards the Arabian Sea is seared into my mind after a four-hour flight with Etihad Airways into Cochin International Airport, situated in the Indian state of Kerala. As we descend, I peer out of the window to the scene beneath and I’m filled with anticipation to discover a land I’ve already heard so much about. Away from the busy streets of Mumbai and crowded Delhi, Kerala offers a more laidback atmosphere, but one that is every bit as memorable. It’s known as God’s Own Country, thanks to its vast emerald valleys and lush landscapes. The term has a mythological origin, too, tied to the belief that Parashurama, a manifestation of Lord Vishnu, a principal deity in Hinduism, threw his axe into the sea to create a home in which his followers could live peacefully. If ever a story epitomises a place, it’s this one: Kerala, born at the hands of a God for the purpose of people living in harmony. Kerala is world-famous for its houseboats that plough the glistening backwaters, a labyrinthine 900-kilometre network of brackish canals, lakes Beaches Backwaters & Kerala, India’s tropical coastal jewel, has much to offer curious travellers By Francesca Kirby November 2023 | ATLAS BY ETIHAD | 2524 | ATLAS BY ETIHAD | November 2023 suitcase Smooth skin The Barbiere multi-action face cream for men from Acqua Di Parma combines moisturing, smoothing, and revitalising properties to combat exposure to blue light from digital screens and environmental elements. It also comes in eco-friendly packaging ($120, acquadiparma.com). Wild ocean Enriched with almond, hazelnut, and prickly pear oils, this Wildocean beard oil is designed for medium to long facial hair that needs softening ($21, beautyethic.com). Red gold Acqua Di Parma’s new fragrance, Zafferano, is a celebration of saffron, with citrus and floral notes brought by orange blossom, jasmine sambac, and geranium, and a woodiness from tonka bean and vanilla ($284, acquadiparma.com). All smiles Apa White Toothpaste uses ultrapolish technology to help clean stains, alongside hydroxyapatite to rebuild enamel. It’s formulated to tackle plaque and tartar build-up without fluoride, while still leaving your mouth feeling fresh ($25, apabeauty.com). High performance The new Homme collection from Ritual Cosmetics is a range of grooming essentials for body, face, and beard. It’s tough on sweat and gentle on shaving rashes, with an uplifting essence as its base. It’s also infused with vitamins E, C, and B3, plus peptides, ginseng, argan oil, and aloe vera (rituals.com). 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