Vibe coding refers to the practice of using natural language prompts to generate code, enabling anyone to move from idea to implementation with unprecedented speed.

While the promise of faster prototyping and shorter production cycles is compelling, the potential risks and drawbacks are equally significant. Trust, transparency, and control become harder to guarantee when humans no longer write or fully review code. Ensuring code is robust, reliable, scalable, and secure enough for production is another important consideration.

These concerns raise a critical question: can vibe-coding be trusted for full-scale software production?

From prototyping to production

Prototyping requires quick action to determine whether an idea is valuable. Whereas production involves a series of steps that include testing, infrastructure management, safe deployment strategy, monitoring, and more. Though AI can accelerate some steps, production ultimately depends on people and processes, not just technology.

Vibe coding often falls short in production due to AI鈥檚 lack of contextual understanding that human developers bring to their work. In situations where a human would instinctively avoid risk, like or , AI tools, in contrast, may act unpredictably. Such incidents highlight the critical need for oversight and guardrails when working with autonomous systems. Without them, even well-intentioned AI systems can introduce serious vulnerabilities.

So we ask the questions, is there a difference between testing human-generated code and AI- generated code?

When AI rewrites itself

Software development has long relied on static codebases where code is written, tested, and subsequently deployed, remaining unchanged unless a developer manually updates and redeploys it. Now, some vibe coding tools are introducing dynamic codebases capable of autonomously rewriting and redeploying code based on new inputs or evolving interpretations of their goals. This shift challenges foundational practices like and .

If the code can change itself, who reviews it and when? Can we trust automated systems that write and rewrite their own code to validate their own logic, especially as changes occur outside of human oversight?

We’ve previously explored the importance of purpose and intent in autonomous systems, as well as how these shape emergent behavior. When a codebase becomes dynamic, it鈥檚 the AI鈥檚 interpretation of the system鈥檚 purpose and intent that drives decision-making. Resulting behaviors may evolve with time, and the trajectory of their evolution depends entirely on how well the original intent was defined.

Do we need more robust testing to not only test what the code can do today but also what it might be capable of being reprogrammed to do in the future?

Building confidence in autonomous and agentic systems

These questions around trust, oversight, and responsible evolution aren鈥檛 just unique to vibe coding, they鈥檙e central to a broader conversation about autonomous and agentic systems. As AI tools begin to operate with more independence, the challenge shifts from simply verifying outputs to understanding how and with what intent decisions are made.

Our whitepaper, Confidence in autonomous and agentic systems, outlines several critical dimensions for operating multi-agent systems and testing in this new landscape, including:

• Desired emergent behavior
• Purpose and intent clarity
• Effective communication protocols
• Humility in decision-making models

Throughout the white paper, we explore the transformative potential of autonomous and agentic systems, as well as the new challenges they present. Autonomous systems, of which many are being made using vibe coding, present significant opportunities across industries. But without the right technical, ethical, and organizational considerations in place, businesses can fail to successfully access these opportunities, or worse, cause true harm to their solutions, infrastructure, and customers.

Evolving with intent

While vibe coding does offer undeniable advantages in terms of prototyping, speed isn鈥檛 all that software developers should keep in mind. When it comes to production, the stakes are much higher. Code must be robust, secure, and aligned with long-term intent. Without clear oversight and thoughtful integration, dynamic code bases risk introducing instability into systems that demand reliability.

Are we pushing the user acceptance testing of emergent behaviors from AI systems onto the users themselves in production?

The dimensions outlined in Confidence in autonomous and agentic systems provide developers with a framework for evaluating whether vibe coding tools are ready for more than just prototyping. Trust in production demands alignment, oversight, and a holistic understanding of a given system, and our whitepaper provides you with a framework for getting there. Though vibe coding may be ready for prototyping, whether it鈥檚 ready for production depends entirely on how well we prepare the systems, and ourselves, for what will come in the future.

AI Futures Lab We are the AI Futures Lab – expert partners that help you confidently visualize and pursue a better, sustainable, and trusted AI-enabled future. We do this by understanding, preempting, and harnessing emerging trends and technologies. Ultimately, making possible trustworthy and reliable AI that triggers your imagination, enhances your productivity, and increases your efficiency. We will support you with the business challenges you know about and the emerging ones you will need to know to succeed in the future. Build your AI advantage, layer by layer. Backed by extensive research and collaboration, we鈥檙e best placed to help you navigate the AI landscape and establish AI solutions that herald a step change in how we can solve business problems, holistically. Engage with us 鈥� let us surprise you with our visionary mix of what鈥檚 to come.

The world鈥檚 most pressing challenges include clean energy, water security, pollution control, and sustainable manufacturing. Meeting these challenges requires new materials with properties that were once the stuff of science fiction.

In 2025, the Nobel Prize in Chemistry recognized a breakthrough that is reshaping how we design and deploy such materials ( ). The development of metal-organic frameworks, or MOFs, is not just a scientific curiosity. MOFs are a platform for innovation across industries. They have the potential to transform the way we approach materials design.

The Nobel Prize Story: Metal-Organic Frameworks (MOFs)

This year鈥檚 Nobel Prize in Chemistry was awarded to Susumu Kitagawa, Richard Robson, and Omar Yaghi for their pioneering work on MOFs. These crystalline materials are built from metal ions connected by organic molecules. The result is a vast and tuneable network of molecular 鈥渞ooms.鈥� The genius of MOFs lies in their modularity. By swapping out building blocks, scientists can create materials with tailored properties for a wide range of applications.

MOFs have already demonstrated their value in areas as diverse as water harvesting from desert air, the removal of persistent pollutants from water, hydrogen and methane storage, catalysis, drug delivery, and the stabilization of sensitive electronic components. Their ability to selectively trap, store, or transform molecules makes them a game-changer for industries that need sustainable and high-performance solutions.

Heiner Linke, Chair of the Nobel Committee for Chemistry, said, 鈥淢etal-organic frameworks have enormous potential, bringing previously unforeseen opportunities for custom-made materials with new functions.鈥�

鈥淭he Nobel recognition for metal organic frameworks is more than a scientific milestone. It is a blueprint for action. By combining high performance computing with quantum ready methods, we can screen and refine MOF candidates with greater confidence today. We can unlock even higher fidelity predictions as quantum hardware matures.鈥�

Julian van Velzen, CTIO and Head of 乌鸦传媒鈥檚 Quantum Lab

Beyond the Lab: The Versatility of MOFs

What sets MOFs apart is their extraordinary versatility. Here are some highlights from recent research and industrial trials:

• Water Harvesting: MOFs can extract potable water from desert air. This offers hope for water-scarce regions.
• Pollution Control: Certain MOFs can remove 鈥渇orever chemicals鈥� (PFAS) and pharmaceutical residues from water. Some can break down toxic gases.
• Energy Storage: MOFs are being explored for storing hydrogen and methane. This enables safer and more efficient fuel systems.
• Catalysis: Their tunable cavities allow MOFs to act as highly selective catalysts. This accelerates chemical reactions for cleaner manufacturing.
• Gas Separation and Sensing: MOFs can separate industrial gases. They can capture rare earth elements from waste streams. They also serve as sensitive detectors for environmental monitoring.
• Healthcare and Life Sciences: MOFs are being developed for targeted drug delivery. They are also used as platforms for diagnostics.

The modular nature of MOFs means that the same design principles can be adapted to solve problems across sectors. These sectors include clean technology, pharmaceuticals, electronics, and food safety.

乌鸦传媒鈥檚 Workflow: Accelerating Materials Innovation

Turning the promise of MOFs into real-world solutions requires more than scientific insight. It demands robust and scalable workflows that bridge the gap between discovery and deployment. At 乌鸦传媒, we have developed a workflow that brings together the best of classical computational modelling, machine learning, and quantum-centric approaches. This accelerates materials design.

Key elements of our workflow:

• High-Throughput Screening: We aim to use cheminformatics and AI to rapidly evaluate thousands of MOF candidates. This helps us identify those with the most promising properties for a given application.
• Hybrid Computational Methods: We combine classical simulations with quantum-ready algorithms. This enables us to model complex materials with greater accuracy and efficiency.
• Modular, Scalable Design: Our workflow is designed to be adaptable. Whether the goal is water purification, energy storage, or advanced catalysis, the same pipeline can be tuned to different industrial needs.
• Collaboration and Validation: We work closely with industry partners and use feedback from real-world trials. This ensures that our predictions translate into practical and scalable solutions.

This approach is already being applied in collaborative projects with global leaders in energy, manufacturing, and technology. It is supported by initiatives such as DARPA鈥檚 ARC/IMPAQT program (/news/press-releases/capgemini-announces-new-project-with-the-defense-advanced-research-projects-agency-on-quantum-computing-for-energy-transition/). By enabling rapid, data-driven selection and validation of advanced materials, the workflow helps manufacturers reduce waste, optimize resource use, and accelerate the adoption of more energy efficient processes. As a result, it is a key enabler for more sustainable manufacturing practices across industries.

鈥淓ngineering more sustainable products and materials is a business imperative for many of our clients cross industry, as they have to meet regulation, customer needs as well as reacting to supply disruptions and material scarcity. Metal-organic frameworks are a powerful example of how advanced materials can address challenges from clean water to energy storage and environmental emission control. By combining digital workflows, data-driven insights, core engineering and ecosystem collaboration, we are helping organizations accelerate the adoption of sustainable practices and turn scientific breakthroughs into real-world impact.鈥�

Dorothea Pohlmann, CTO Sustainability, 乌鸦传媒

Quantum Computing: The Next Leap in Materials Discovery

Quantum computing is poised to revolutionize how we design materials. While today鈥檚 quantum hardware is still evolving, its potential to simulate complex molecular systems with unprecedented fidelity is clear. This momentum is reflected across the scientific and technology landscape. The 2025 Nobel Prize in Physics was awarded for discoveries that brought quantum effects into practical electronics, laying the foundation for today鈥檚 quantum technologies ( ). The United Nations has declared this is the International Year of Quantum Science and Technology. TIME magazine also recognized three quantum breakthroughs among its Best Inventions of 2025, including advances in quantum navigation, room-temperature microprocessors, and next-generation chips from industry leaders. The focus is rapidly shifting from theory to real-world impact, and the race to practical quantum computing is accelerating across industries.

乌鸦传媒鈥檚 workflow is fully deployable today using existing classical high-performance computing resources. Organisations can already benefit from advanced materials screening and design with our current platform. As quantum hardware matures, we are ready to seamlessly integrate quantum algorithms into the same workflow. This approach ensures that every organisation can access state-of-the-art materials innovation now, while staying prepared to harness the next generation of quantum-powered capabilities as they become available.

By integrating quantum computing into our materials design pipeline, we can:

• Explore larger and more complex chemical spaces.
• Achieve higher accuracy in predicting material properties.
• Reduce the time and cost from concept to deployment.

This positions 乌鸦传媒 and its partners to lead in the next era of materials science. Digital and quantum technologies will work together to drive progress.

Looking Ahead: From Nobel Science to Industrial Impact

The Nobel Prize for MOFs is a testament to the power of materials innovation. The real story is just beginning. By combining modular materials like MOFs with advanced computational workflows and quantum computing, we are opening new frontiers in industrial design, sustainability, and performance. These digital-first approaches not only speed up innovation but also support more sustainable manufacturing by minimizing trial-and-error, reducing material waste, and enabling smarter, cleaner production methods.

乌鸦传媒 invites partners across sectors to join us in this journey. From ideation to implementation, from digital simulation to real-world deployment, we can turn Nobel-winning science into solutions that shape a better and more sustainable future for all.

Customers are more demanding than ever. Human-machine understanding will help deliver hyper-personalized experiences to help your business stand out.

A great user experience (UX) is critical to the success of technology. However great the potential of hardware and software, a poorly designed UX will curtail its usefulness. In an age of hyper-personalization, the focus on UX will be even more central, and that鈥檚 where human-machine understanding (HMU) plays an enabling role.

Hyper-personalization uses real-time data, artificial intelligence (AI), and machine learning to deliver highly tailored customer experiences. These data-led innovations are helping technology companies and big-name businesses to boost user experiences.

Think, for example, of the preponderance of devices, from phones and smart watches to rings and associated applications that continuously monitor our health to deliver tailored well-being advice proactively. Some modern wearables can even detect subtle signs of illness early or identify critical health events like loss of pulse. Then think of that understand your financial situation and requirements, suggesting personalized products, including loans, mortgages, and investments.

These pioneering developments provide adaptive experiences tailored to users鈥� unique needs and preferences. Yet we are only witnessing the start of the hyper-personalization revolution. The next stage will see businesses harness HMU to gain deeper insights into customer requirements and develop technology that interacts meaningfully.

Going one step further

Gen AI tools are already helping pioneering companies personalize interactions at scale. From enabling marketers to create tailored content for customers to developing AI-powered chatbots that understand queries and offer solutions, more organizations are using Gen AI to create tailored experiences. Chatbot adoption for customer support has risen dramatically 鈥� from 36% in 2023 to 43% in 2024, reflecting this growing trend.

However, going one step further and creating systems that can adapt to user preferences and their changing mental states and situations can help set a product or service apart from the rest. With HMU, companies can embrace these adaptations and develop deeper experiences that boost customer engagement and loyalty.

Just as a skilled entertainer observes their audience to gauge reactions and adapt their performance in real time, an HMU-enabled system can interpret user responses and adjust accordingly, delivering interactions that feel more intuitive, relevant, and human.

These developments can span everything from modelling individual preferences during an interaction to inferring internal states, such as attention, mood, or engagement, that influence what users take away from an experience. An HMU-enabled system can interpret these responses and adjust accordingly to deliver intuitive responses.

The consumer sector offers the most visible example of people and technology working together to create hyper-personalized user experiences. Let鈥檚 find out more.

Unlocking personalization: Lessons from the consumer sector

Advances in large language model-powered tools are supporting the shift to more personalized experiences. Evidence suggests almost 25% of consumers now use generative AI for shopping^[1]. These AI-enabled developments are changing how humans and machines collaborate and influence each other鈥檚 decisions and actions.

Leading consumer applications demonstrate how understanding user interactions 鈥� from movements to expressions to behavior patterns 鈥� creates more natural experiences. This is evident in modern gaming experiences that respond to player emotions, theme park attractions that adapt to visitor reactions, and mental health apps that adjust their support based on user behavior patterns.

Other emerging technologies, such as virtual and mixed reality, are also being used to develop new customer experiences. Vision-based multimodal interfaces enhance context awareness, allowing systems to understand deeper levels of user intent. From virtual try-ons in retail environments to health apps that offer support based on user behavior, integrating data and technology with human interactions helps firms develop innovative and rich user experiences.

However, building user trust through transparent AI-enabled products and services and maintaining smooth customer experiences remains a delicate balance. Consumer businesses must maintain core functionality while focusing on sophisticated engineering techniques and user-centered design that delivers hyper-personalization

Achieving this balance is tough because the consumer sector’s technical requirements change constantly. Yesterday’s cutting-edge feature is today’s expectation. HMU-enabled solutions must be agile, adaptable, and capable of incorporating new customer interaction methods as they emerge.

What hyper-personalization means for your business

A new generation of applications is emerging. Whether it’s a travel service providing dynamic recommendations that or social listening tools anticipating needs across multiple platforms, these AI-enabled systems are increasingly capable of understanding deeper levels of human intent and context.

Adaptive experiences will be the key differentiator in competitive markets. Whatever sector of operation, your business can鈥檛 afford to leave its customers behind. Creating systems capable of adapting not only to user preferences but also to their changing mental states and situations can set your product apart from competitors. The human/machine relationship needs to be at the heart of the user experience. With HMU, products can move beyond basic personalization to create dynamic, adaptive experiences that drive deeper engagement and loyalty, becoming indispensable to their users. Embrace HMU and get ahead in the age of hyper-personalization

[1] 乌鸦传媒 Research Institute. 鈥淲hat matters to today鈥檚 consumer: 2025 consumer behavior tracker for the consumer product and retail industries鈥�. 2025

乌鸦传媒鈥檚 leadership in the ISG Provider Lens for Cybersecurity Solutions and Services 2025 report reflects our commitment to future-ready, AI-powered security strategies.

The future of business is being reimagined 鈥� by AI, by cloud, by connected ecosystems. In this fast-shifting landscape, cybersecurity is no longer a reactive function. It is a proactive force 鈥� the foundation of trust, resilience, and competitive advantage.

At 乌鸦传媒, we鈥檙e proud to be named a Leader in the ISG Provider Lens for Cybersecurity Solutions and Services 2025 report for the fifth consecutive year, across multiple geographies and domains. This recognition is more than a badge of honor 鈥� it鈥檚 a reflection of our unwavering commitment to clients, our continued innovation, and our belief that security is a strategic advantage.

The cyber landscape is evolving 鈥� so are we

Today鈥檚 threats are dynamic, persistent, and increasingly AI-driven. Attackers are exploiting supply chains, targeting identity as the new perimeter, and using automation to scale their impact. Traditional defenses are no longer sufficient. We鈥檝e evolved our cybersecurity portfolio to meet the scale, complexity, and urgency of today鈥檚 business demands. Here鈥檚 what sets us apart:

• AI-powered and zero trust by design: We build intelligence-led, risk-adaptive architectures that protect your business wherever it operates 鈥� across users, apps, data, and infrastructure.
• Quantum-ready: From post-quantum cryptography to crypto-agility assessments, we鈥檙e helping businesses future-proof their most critical assets.
• Industry-deep and globally scaled: With vertical expertise and global cyber defense centers in key regions, we blend local insight with global reach.
• Innovation at the core: Our investment in cyber innovation labs, experience centers, and immersive training ensures clients are always one step ahead.
• Proven expertise: The testimonials from our clients, who see us not just as a provider, but as a strategic security partner.

Our client partnerships go beyond implementation. We co-create secure pathways for modernization 鈥� whether that means enabling 5G-connected devices, securing AI-powered operations, or embedding zero trust into critical public infrastructure.

Cybersecurity with purpose

We鈥檙e not just building defenses 鈥� we鈥檙e enabling resilient, future-ready enterprises. Our cybersecurity strategy is deeply aligned with our purpose: to help our clients get the future they want. This recognition belongs to our clients, who challenge us to innovate every day. And to our global teams 鈥� architects, threat hunters, incident responders, and advisors 鈥� whose passion and expertise drive our success.

Looking ahead

As we enter an era shaped by AI, quantum computing, and hyperconnectivity, 乌鸦传媒 will continue to lead from the front. We鈥檙e investing in what鈥檚 next 鈥� so our clients can transform securely, responsibly, and sustainably. Organizations that are embedding cyber resilience into their business DNA are not just reducing risk 鈥� they are unlocking value.

If you鈥檙e rethinking your cybersecurity strategy or planning your next digital leap, we鈥檙e here to help you lead with confidence.

Click here to know what ISG thinks our strengths are, and why they have rated us as a Leader in their 2025 Provider Lens report on cybersecurity solutions and services.

From cracking codes to crafting strategy, cybersecurity is a field where curiosity meets critical thinking. We caught up with Priya Kanduri, Head of Cybersecurity at CIS India, to hear about her journey into this dynamic space. With over two decades of experience, Priya shares how her passion for problem-solving led her to cybersecurity, the opportunities that have shaped her career at 乌鸦传媒, and her perspective on inclusive leadership, resilience, and what it takes to thrive in a constantly evolving threat landscape.

Q: What first sparked your interest in cybersecurity, and how did you find your way into the field?

It all started with my passion for mathematics. During my computer science engineering studies, I was introduced to cryptography, and it instantly fascinated me.  The idea that you could use logic and numbers to secure information was powerful. That鈥檚 what drew me into cybersecurity.

From there, every step鈥攚hether solving technical challenges, addressing complex business problems, or working with clients鈥攔einforced that this was where I was meant to be. In over 20 years, I鈥檝e never once felt the urge to switch fields. Cybersecurity keeps me motivated because it鈥檚 a place where curiosity meets purpose, every single day.

Q: What opportunities for learning, leadership, or career advancement have you found at 乌鸦传媒 that helped you thrive in cybersecurity?

Cybersecurity is a well-defined and deeply- valued profession at 乌鸦传媒, and that makes all the difference. 乌鸦传媒 offers learning opportunities, leadership development programs, and clear career advancement paths. Through 乌鸦传媒 University and KnowledgeHub our teams can access thousands of on-demand courses, covering everything from technical certifications to leadership skills.  Whether you鈥檙e an analyst or principle or on the path to becoming a CISO, there鈥檚 guidance, mentorship, and opportunity here. Cybersecurity is a strategic focus for 乌鸦传媒, and that creates an incredibly exciting environment to grow in.

Inclusion equips cyber leaders with a broader spectrum of insights, driving stronger security strategies, more creative problem-solving, and higher team engagement. Diverse talent amplifies threat visibility, fuels innovation, elevates decision quality, and enhances stakeholder trust. Diversity in cyber leadership teams signals a commitment to ethical, comprehensive risk management.

Cybersecurity is a high-stakes, high-speed domain where the only constant is change. I believe in continuous learning to stay resilient in this ever-changing world. Personal growth is also a lifelong journey. Cybersecurity is a team sport, and having strong networks to share knowledge is invaluable. Finally, having a purpose-driven mindset and remembering that cybersecurity isn鈥檛 just about firewalls and patches 鈥� it鈥檚 about protecting people, businesses, and even national security 鈥� is a powerful motivator.

Q: What advice would you give to someone joining 乌鸦传媒 Cybersecurity?

My key message to someone joining 乌鸦传媒 Cybersecurity is, 鈥淚f you are passionate about cybersecurity and looking for a place to grow and develop your skills, 乌鸦传媒 is the perfect place for you.鈥� 乌鸦传媒 offers exciting opportunities in a very demanding cybersecurity field. There is a lot of cutting-edge work happening. Those joining the cyber field can explore a variety of cyber domains and collaborate with organizations worldwide.

We provided a well-defined career paths, supported by our Cybersecurity Campus and 乌鸦传媒 University, which offer training, certifications, and cross-skilling opportunities. Add to that our global network of experts, cutting-edge projects, and a strong culture of collaboration, and you鈥檒l have everything you need to thrive in one of the world鈥檚 most demanding, rewarding fields.

Q: When you鈥檙e not thinking about cyber threats, what鈥檚 your favorite way to unwind or spark creativity?

My perfect unwinding therapy is hanging out with my plants 鈥� they always look green and happy, and moreover they don鈥檛 send meeting invites . What started as a small lockdown hobby a couple of years ago has now blossomed into a thriving  indoor-and-outdoor garden that keeps me busy. I鈥檝e also been a yoga and fitness enthusiast for more than two decades, and I try to catch-up my asanas whenever possible. And after all this, if I am left with any time, you鈥檒l find me reading 鈥� especially world history. Outside of work, I find inspiration in the pursuit of inner peace and mindfulness, which helps me stay grounded and balanced. I love exploring new places and cultures, as every new experience broadens my perspective. Being there for my family and loved ones is deeply important to me, and I make it a priority to create meaningful memories with them.

鈥淏usinesses have spent years treating data like treasure that should be locked away in a vault. But the real value of data emerges when we treat it as a shared resource 鈥� one that connects, empowers, and transforms. Collaborative data ecosystems are more than a trend; they鈥檙e the building block of a smarter, more connected future.鈥�

鈥� Rajashree Das 

 For decades, businesses have been told that their data is their most valuable asset 鈥� one that must be protected from everyone at all costs. Data has always been thought of as something to collect, guard, and keep proprietary. The thought process here is simple; own the data, own the competitive advantage. But could this mindset be preventing organizations from growth? 

Today, forward-thinking businesses are beginning to recognize that the real power of data doesn鈥檛 lie in isolation, but in collaboration. When organizations share data responsibly and ensure the right controls, agreements, and technologies are in place, they open the door to transformative value creation.  

This growing shift towards collaborative data ecosystems is something we refer to as 鈥淒ata Sharing is Caring,鈥� and it鈥檚 one of the most critical trends from our TechnoVision 2025 playbook.  

Inside collaborative data ecosystems 

Collaborative data ecosystems are environments where multiple organizations, sometimes even competitors, share data responsibly and securely under applicable regulations. The goal of these ecosystems is to co-create new services and generate mutual benefit. Depending on the industry and use case, collaborative ecosystems may be built differently, however all rely on a common foundation of trust, transparency, and shared purpose. 

Privacy, ethics, and compliance are non-negotiable elements of every collaborative data ecosystem. Data must be handled with care and governed by clear agreements and certified technologies that protect organizations from data misuse. Ownership and governance are equally important, especially as businesses increasingly adopt federative 鈥� or data mesh 鈥� approaches to data management where data is treated as a first-class product that鈥檚 ready for consumption. This shift enables both internal and external partners to collaborate and access data more effectively.  

Interoperability and accessibility are equally as critical to collaborative data ecosystems. Open data protocols and interoperable systems ensure that data can flow securely and efficiently across organizational boundaries. The rise of data marketplaces and self-service platforms are also making it easier than ever to discover, exchange, and monetize data products. 

How data sharing is powering innovation across industries  

From medical research to media and advertising, new models of responsible data sharing are proving that secure access to shared data across institutional and geographic boundaries can unlock previously out of reach insights. 

In Europe, a across multiple European institutions is using AI to better understand chronic immune-mediated diseases. The project securely combines sensitive health data from multiple diverse sources to train predictive models with improved accuracy 鈥� underscoring how responsible data sharing can accelerate medical research while maintaining individual privacy.  

Additionally, a North American media organization with multiple data partners to create data clean rooms that enable advertisers to share data and build audiences in a secure and privacy-compliant way. This initiative exemplifies how organizations are advancing responsible data sharing to support privacy while enhancing advertising capabilities. 

From data to impact: What the future holds 

As is evident in our real-world examples, the impact of collaborative data ecosystems is already being felt. Our past has indicated the benefits of data ecosystems for the private sector, with organizations participating in collaborative data ecosystems experiencing up to a 15% improvement in customer satisfaction, 14% gains in productivity, and 11% cost reductions over the course of a two-to-three-year period. But the benefits go far beyond these metrics. Collaborative data sharing is helping to address some of society鈥檚 most pressing challenges. It鈥檚 also permitting the formation of unexpected partnerships, unlocking new revenue streams, and pioneering breakthrough business models. 

Collaborative data ecosystems are reshaping what鈥檚 possible. By moving beyond the mindset of data as a guarded asset and embracing it as a shared resource, businesses are positioning themselves to lead in the years to come. Data sharing isn鈥檛 just a trend. For organizations that are ready to embrace it, it鈥檚 a differentiator capable of enabling a more intelligent, connected, and impactful future. 

Learn more 

• TechnoVision 2025 鈥� your guide to emerging technology trends 
• Data Sharing is Caring (But Take Care!) – a new trend in Thriving on Data 
• Voices of TechnoVision 鈥� a blog series inspired by 乌鸦传媒鈥檚 TechnoVision 2025 that highlights the latest technology trends, industry use cases, and their business impact. This series further guides today鈥檚 decision makers on their journey to access the potential of technology.