Consumers increasingly expect services on the Web and mobile to be more than just a nice front for a traditional business. They expect a personalized, connected world, where all channels provide service in a real-time, intelligent, personalized manner. This hugely impacts operations, as complex businesses must break from the status quo and evolve to have a fully operationalized, end-to-end technology stack that meets consumer demand. – Udi Ziv, Earnix

Within the next year, I see the metaverse being beautifully woven into the core fabrics of the Web. Both businesses and community-focused platforms, such as social media, will look to explore improving the user experience by creating more immersive, experiential ways for users to understand and interact with the value proposition they provide. – Joel Ogunsola, Prunedge Development Technologies Ltd

3. Web3

Web3 is a game changer. As decentralized tech such as blockchain comes to power, the internet’s infrastructure, Web3, will be run by builders and users rather than “gatekeepers” such as the search engines and social platforms that largely control the Web today. This shift will change how data is held—from consumers offering their data for access to services, as we do today, to services offering data protection instead. – Sandeep Malhotra, Mastercard

4. Blockchain

A few changes are coming, but key among those is blockchain technology. As the world moves to granular democratization enabled by tech, blockchain is a key enabler, giving the power to the end user without intermediary help. And this power can be used not just for financial transactions but for any transactions—it enables them to be carried out discreetly, providing the user with privacy, confidentiality and control over their data and its uses at all times. – Vivek Shaurya, beGalileo

5. Enhanced Comparison Shopping Tools

With rampant inflation across the world in almost every product category, I see more consumers comparison shopping. That’s an obvious statement, but it will lead to more robust comparison calculators and technology across websites that typically don’t provide these services. Comparisons won’t just be to other products within the same brand; users will also be able to compare variables such as career or life fulfillment. How much do I value my time? Does this product provide joy and happiness? – Brad Redding, Elevar

6. Microtransactions To Access Content

I see a trend toward more microtransactions. The Web is too siloed at the moment, and almost no one can afford multiple subscriptions for quality content behind paywalls, paid newsletters and so on. The evolution toward bite-sized content, in which you’ll pay for the one article you want to read or the one video you want to watch via micro payment (likely on top of crypto rails), will unlock quality content for the masses and, hopefully, contribute to the general population being more informed. – Nico Girard, OXIO

7. New Personalization Strategies

As we witness the demise of the third-party cookie, it’s evident that a new and improved personalization strategy will have to take its place. Accordingly, we’ll see new strategies for online personalization—especially in e-commerce—gain traction this year as companies aim to prioritize such things as on-site actions and real-time, demonstrated preferences rather than demographic data. –Alexandre Robicquet, Crossing Minds

8. AI-Generated Content

One trend will be using artificial intelligence to create Web content that’s personalized to the individual customer. From shopping to support, this AI-generated Web content will create an experience akin to having a personal concierge. In addition, this trend will drive growth in AI-powered chatbots and voice assistants, evolving the Web into more conversational, rather than point-and-click, interactions. – Gary Nakanelua, Blueprint

9. ‘MOD-ifiable’ Software

“MOD-ifiable” software is a growing trend. In the gaming industry, developers have software frameworks—MODs—that let them add players, levels and worlds to their favorite games. MODs are coming to cloud-based enterprise software as well. A Web-based MOD framework unlocks, for example, the ability to inject thousands of pre-built AI models and D3 visual components into popular applications such as business intelligence tools. – Mark Palmer, TIBCO

10. Prescriptive Marketplaces

Marketplaces will become prescriptive. Websites collect and share tremendous amounts of information and have the intelligence to customize how they interact with you based on that data. Gone will be the days when you had to identify what you wanted and figure out where to get it. Instead, a bot (in your computer, phone or car) will anticipate your needs, notify you and explain how to address them. – Ari Kahn, Bridgeline Digital

11. ‘Meaning’ Creation

The infrastructure and industry standards of Web3, particularly the metaverse, are starting to solidify. As the market matures from its “gold rush” stage, we’re going to see a shift from immediate wealth creation to “meaning” creation. Expect to see more brands building curated metaverse experiences aimed at humanizing the time audiences spend online rather than simply adding to it. –Lincoln Wallen, Improbable Worlds

12. 3D Visualization

3D visualization is becoming the biggest trend in the world of the Web. As the Web has become more easily accessible, users are spending more time online. However, they require immersion—3D content—to gain in-depth perception. Services including Unity, PlayCanvas and PixiJS will make it happen.​​ Using them, you can create fantastic 3D graphics, thus turning a website into an entirely digital world where everything is possible. – Slava Podmurnyi,Visartech Inc.

13. Passwordless Authentication

I expect the World Wide Web to become much more secure. The commitments of Google, Microsoft and Apple to support the FIDO standard in 2023 will accelerate the availability of passwordless authentication and make it the modern standard. And then the problems of password management, weak passwords, credentials phishing and all kinds of password-based breaches will become history. – Aleksandr Galkin, Competera

14. Gamification

Gamification is likely to make a giant leap across all genres of websites, as brands are desperate and are trying innovative means to better engage with their customers. Those in catch-up mode will be forced to adopt basics such as goals and rewards, leaderboards, and so on, while the leaders will start forging cross-website, noncommercial, user-centric, secure gamification alliances with site-agnostic rewards. – Pramod Konandur Prabhakar, Pelatro PLC

15. More Consumer Data Privacy Regulations

More states will enact consumer data privacy protections. Europe’s General Data Protection Regulation and California’s California Consumer Privacy Act continue to pave the way for broader consumer data privacy practices, but operating virtually will continue to accelerate the demand for these protections. Consumers want to know that their privacy is being protected while they use digital services, especially now that most are operating digitally. – Stephen Ritter, Mitek Systems

16. Increased Accessibility Awareness

Judging from what’s been on our clients’ wish lists, accessibility awareness will continue to grow, especially if we’re talking about the public sector and other highly regulated industries. Ensuring professionals with disabilities have equal access to modern tech solutions is a major prerequisite to building an inclusive, welcoming and compliant workplace. – Konstantin Klyagin, Redwerk