{"id":147523,"date":"2023-11-06T10:37:34","date_gmt":"2023-11-06T16:37:34","guid":{"rendered":"https:\/\/wpengine.com\/?p=147523"},"modified":"2026-01-26T03:03:42","modified_gmt":"2026-01-26T09:03:42","slug":"crafted-future-2024-on-the-radar","status":"publish","type":"post","link":"https:\/\/wpengine.com\/case-studies\/crafted-future-2024-on-the-radar\/","title":{"rendered":"Crafted Future: 2024, On the Radar"},"content":{"rendered":"\n<p>Composer Theodore Hook once said, \u201cThe best way to predict the future is to invent it.\u201d <\/p>\n\n\n\n<p>Web designers and developers are intimately familiar with what it means to invent the future, as they\u2019re often the ones using cutting-edge technology to shape the ways we buy, sell, consume, interact, and communicate. <\/p>\n\n\n\n<p>Inventing the future was a dominant theme in the most recent <a href=\"https:\/\/www.youtube.com\/watch?v=s4MYM2wnst4\" target=\"_blank\" rel=\"noreferrer noopener\">Crafted Future<\/a> panel discussion, <a href=\"https:\/\/www.youtube.com\/watch?v=3NdtcjvXlSc\" target=\"_blank\" rel=\"noreferrer noopener\">2024, On the Radar<\/a>, as panelists explored the key factors brands and agencies will have to consider when adapting their operating strategies in the fast-approaching new year. <\/p>\n\n\n\n<p>The Crafted Future series shines a light on some of the most important topics surrounding the way developers, marketers, and other creative professionals are shaping the web and the future. <\/p>\n\n\n\n<p>Read on for a brief overview of the most recent panel discussion as well as additional insight into the Crafted Future series, <a href=\"https:\/\/www.webbyawards.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Webbys<\/a>, and <a href=\"https:\/\/wpengine.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">WP Engine\u2019s<\/a> role in continuing to educate and uplift the developers who are shaping the future of the web.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Crafted Future: 2024, On The Radar\" width=\"1160\" height=\"653\" src=\"https:\/\/www.youtube.com\/embed\/3NdtcjvXlSc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">2024, On the Radar <\/h2>\n\n\n\n<p>In this most recent installment of the Crafted Future series, WP Engine Chief Marketing Officer and and SVP of Marketing Sachin Puri joined a panel of experts to discuss the ways brands and agencies are reimagining their strategies as the Internet continues to change how, where, and with whom we work.<\/p>\n\n\n\n<p>The discussion was moderated by <a href=\"https:\/\/www.linkedin.com\/in\/clairegraves\/\" target=\"_blank\" rel=\"noreferrer noopener\">Claire Graves<\/a>, President of <a href=\"https:\/\/www.webbyawards.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">The Webby Awards<\/a>, and panel members included <a href=\"https:\/\/www.linkedin.com\/in\/kthayford\/\" target=\"_blank\" rel=\"noreferrer noopener\">Kwame Taylor-Hayford<\/a>, Co-founder of <a href=\"https:\/\/www.workwithkin.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">KIN<\/a>, and <a href=\"https:\/\/www.linkedin.com\/in\/laurendkushner\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lauren Kushner<\/a>, CEO at <a href=\"https:\/\/wearekettle.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Kettle<\/a>. <\/p>\n\n\n\n<p>The Internet is ever-changing; platforms are transforming; emerging tech is shifting the digital landscape and how we interact with it. As these factors continue to transform the way we work, the discussion also touched on the nuanced challenges that are redefining digital work in 2024. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">AI Amplifies People and Processes <\/h3>\n\n\n\n<p>The impact of artificial intelligence on current and future workflows is hard to deny. AI tools really blossomed in 2023, leaving many pioneers on the digital frontier to question how, where, and why they should include AI in their working processes. <\/p>\n\n\n\n<p>\u201cRight now we\u2019re in a new era of experimentation brought on by all the AI tools available to us,\u201d Kushner said, adding that Kettle is using AI to improve processes from an operational standpoint.<\/p>\n\n\n\n<p>\u201cWe\u2019re also trying to use these tools to fast-track creative work,\u201d Kushner said \u201cLet AI take care of easy tasks and low-hanging fruit, and free up space for our creative thinkers to do more for our clients.\u201d <\/p>\n\n\n\n<p>While panelists agreed that it was important to harness the power of AI tools now, others noted the importance of continuing to drive discussions about the ethical use of AI. <\/p>\n\n\n\n<p>\u201cI challenge the idea of what AI will be, because it\u2019s already here\u2014we\u2019re living in it,\u201d said KIN\u2019s Taylor-Hayford. <\/p>\n\n\n\n<p>\u201cWe\u2019re never going to stop innovation or evolution, and I think\u2014like most people\u2014I don\u2019t really have a dystopian view of the future,\u201d he said. \u201cI think these things are net positive, but we do have to control for and protect for the worst outcomes.\u201d <\/p>\n\n\n\n<p>In terms of an evolving strategy, WP Engine\u2019s Puri took time to address four trends he deemed most likely to affect success in 2024: <\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Artificial Intelligence<\/strong>: Puri emphasized the importance of learning to collaborate with tools by adopting an \u201cAI and me\u201d mindset (as opposed to an \u201cAI versus me\u201d perspective). <\/li>\n\n\n\n<li><strong>Remote Work<\/strong>: Remote working models are here to stay, and allowing your employees to contribute and be productive from wherever makes sense to them. <\/li>\n\n\n\n<li><strong>Personalized Content<\/strong>: Using emerging technologies, like headless site architecture, to serve up personalized experiences for users will help you cut through the noise and make an impact on your visitors. <\/li>\n\n\n\n<li><strong>Brand Trust<\/strong>: Companies who want to collect any information from their audience\u2014whether it\u2019s a simple email address or their private credit card information\u2014will need to prove they\u2019re responsible enough to be trusted with it. <\/li>\n<\/ol>\n\n\n\n<p>\u201cThe last piece is around trust,\u201d Puri said. \u201cTrust in terms of privacy, and\u2014from the consumer perspective\u2014whether you\u2019re going to be responsible in how you\u2019re using my information as a company.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"391\" src=\"https:\/\/wpengine.com\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-01-at-11.03.33-AM-1024x391.png\" alt=\"Crafted Future: 2024, On the Radar. Moderator Claire Graves introduces the panel participants\" class=\"wp-image-147526\" srcset=\"https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-01-at-11.03.33-AM-1024x391.png 1024w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-01-at-11.03.33-AM-540x206.png 540w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-01-at-11.03.33-AM-768x293.png 768w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-01-at-11.03.33-AM-1536x586.png 1536w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-01-at-11.03.33-AM-2048x781.png 2048w, https:\/\/wpengine.com\/case-studies\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-01-at-11.03.33-AM-1500x572.png 1500w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">The Power of Creative Thinking<\/h3>\n\n\n\n<p>Panelists also spoke about the benefits of creative thinking, noting its role as a powerful tool in the agency arsenal. Building teams of creative thinkers allows businesses to find innovative ways to connect the dots between brands and consumers.&nbsp;<\/p>\n\n\n\n<p>\u201cIt\u2019s important to understand how creative thinking can affect so many different aspects of a brand,&#8221; said Taylor-Hayford. \u201cIt\u2019s not just marketing.\u201d&nbsp;<\/p>\n\n\n\n<p>\u201cThere are so many other areas where the kind of work we do and the creative thinking we bring to the table can be really impactful. So really, it\u2019s about understanding the business of a brand and using your creative thinking to find opportunities to add value.\u201d<\/p>\n\n\n\n<p>Puri took this concept of brands further, highlighting creativity as a vital aspect in the recipe for success.<\/p>\n\n\n\n<p>\u201cYour brand is a promise to a value that lives in the minds of your customers, and that\u2019s what we\u2019re investing in,\u201d said Puri.&nbsp;<\/p>\n\n\n\n<p>\u201cFor example, at WP Engine, we believe that we power the freedom to create online. So, as part of our lifecycle marketing efforts, we\u2019re reimagining how we show up as a brand at any point where a customer interacts with our team.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Creating Connection in a Disparate Digital Landscape<\/h3>\n\n\n\n<p>The discussion focused on the idea that our goal as digital creators is to build connection.&nbsp;<\/p>\n\n\n\n<p>Whether it\u2019s building trust in your own business or agency with your customers, or finding new ways to tell a customer\u2019s story to uplift their business, creating connection between customers and businesses can be extremely difficult in a noisy digital landscape, and the challenge lies in finding creative solutions to do so.&nbsp;<\/p>\n\n\n\n<p>\u201cOne of the key values of WP Engine has always been Customer Inspired, and it has never been more important than this year,\u201d said Puri. \u201cIt\u2019s important to keep reminding yourself that customer success is your success.\u201d<\/p>\n\n\n\n<p>Another important space you\u2019ll have to foster connection is among employees. Especially for those who work in tech, a hybrid work model is here to stay. So, it\u2019s more important than ever to build community among employees, because positive working relationships are necessary to produce the best possible results, both for your business and your clients.<\/p>\n\n\n\n<p>\u201cThe remote-first world is working very well for a lot of us,\u201d said Kushner.&nbsp;<\/p>\n\n\n\n<p>\u201cA part of what\u2019s worked well for Kettle internally is that we\u2019ve spent a lot of time documenting things about our business, how we work, and how we work with our clients over the last couple of years, which has allowed us to facilitate work faster in a remote world,\u201d said Taylor-Hayford.<\/p>\n\n\n\n<p>For agencies and site builders, you have to take time to think about the larger impact of your work on your clients, their businesses, and the communities they are a part of.&nbsp;Only by doing so can you create something that stands the test of time.<\/p>\n\n\n\n<p>\u201cIn a lot of what we develop for our clients, we think a lot about: How is this connecting to a community? How is this building community? How is this accelerating a positive impact for a community?\u201d said Taylor-Hayford.&nbsp;<\/p>\n\n\n\n<p>\u201cAlso, how does this endure? You can\u2019t just be a firework or a flash in the pan.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is Crafted Future?<\/h2>\n\n\n\n<p>Crafted Future is a series of panel discussions presented in partnership by The Webby Awards and WP Engine. The virtual event series explores topics impacting the work of site builders\u2014from the latest <a href=\"https:\/\/www.youtube.com\/watch?v=CE8TkskKZ5k\" target=\"_blank\" rel=\"noreferrer noopener\">design trends and tools<\/a> to the future <a href=\"https:\/\/www.youtube.com\/watch?v=zxK8CXVJnqs\" target=\"_blank\" rel=\"noreferrer noopener\">potential of headless development<\/a> to the <a href=\"https:\/\/www.youtube.com\/watch?v=1GutrogFzFU\" target=\"_blank\" rel=\"noreferrer noopener\">impact of remote and hybrid work<\/a> on agencies and site creators.<\/p>\n\n\n\n<p>You can find all the previous Crafted Future discussions, as well as highlights from The Webby Awards and the stories behind nominated site designs on <a href=\"https:\/\/www.youtube.com\/@TheWebbyAwards\/videos\" target=\"_blank\" rel=\"noreferrer noopener\">The Webby Awards\u2019 YouTube channel<\/a>.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">WP Engine &amp; The Webbys<\/h2>\n\n\n\n<p>WP Engine has built a deep relationship with The Webby Awards team, beginning with the inception of <a href=\"https:\/\/www.webbyawards.com\/crafted-with-code\/\" target=\"_blank\" rel=\"noreferrer noopener\">Crafted With Code<\/a> in 2019. Crafted With Code honors a special subset of Webby Award winners and nominees who built their sites on WordPress.<\/p>\n\n\n\n<p>We take a deep dive into the specifics of these projects, providing a behind-the-scenes look at all the work that goes into creating a world-class digital experience.<\/p>\n\n\n\n<p>Check out <a href=\"https:\/\/www.webbyawards.com\/crafted-with-code\/all-projects\/\" target=\"_blank\" rel=\"noreferrer noopener\">all the 2023 Crafted With Code projects<\/a> to see who\u2019s thriving on WordPress, from Elton John to Reese\u2019s Puffs to Gucci to Marvel!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Create the Future on WP Engine<\/h2>\n\n\n\n<p>We extend our gratitude to everyone who watches this virtual event and hope the insights shared make you excited about using emerging technologies, leaning into creative thinking, and building community around your business.<br>For WordPress lovers, make sure to check out WP Engine for a world-class <a href=\"https:\/\/wpengine.com\/wordpress-hosting\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress hosting<\/a> experience that keeps your sites secure and performant!<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-polar-color has-lapis-background-color has-text-color has-background wp-element-button\" href=\"https:\/\/wpengine.com\/plans\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Learn More<\/strong><\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-polar-color has-sunset-background-color has-text-color has-background wp-element-button\" href=\"#sales\"><strong>Talk to an Expert<\/strong><\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Composer Theodore Hook once said, \u201cThe best way to predict the future is to invent it.\u201d Web designers and developers are intimately familiar with what it means to invent the future, as they\u2019re often the ones using cutting-edge technology to shape the ways we buy, sell, consume, interact, and communicate. Inventing the future was a<span class=\"tile__ellipses\">&hellip;<\/span><span class=\"tile__ellipses--animated\"><\/span><\/p>\n","protected":false},"author":318,"featured_media":147525,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[257,143],"tags":[1477,1479,688],"class_list":["post-147523","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews","category-marketing","tag-crafted-future","tag-crafted-with-code","tag-webby-awards"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Crafted Future: 2024, On the Radar<\/title>\n<meta name=\"description\" content=\"In this Crafted Future panel discussion, WP Engine CMO Sachin Puri joins other industry experts to discuss trends on the radar for 2024.\" \/>\n<meta name=\"robots\" content=\"noindex, 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