Technology and Humans in the Digital Age
By: Keith Krach
Amid the countless technological innovations that have transformed our lives, many are left to wonder how they fit into the digital landscape. While some are wary of the implications of automation and artificial intelligence, they should keep in mind that there have been many technological developments throughout history, such as the invention of the printing press and electricity that sparked similar misgivings and waves of social resistance.

In recent years, more people have readily embraced the hyper-connected digital world, even as it evolves and shifts toward automation. Yet somewhere in the middle, an increasing number of business leaders, tech developers, and consumers are recognizing that technology and humanity are interdependent. In part, this is due to their similarities.
How tech and nature relate.
Since time began, the theory of evolution has decreed that only the fittest shall survive. In the technology sphere, the concept of survival of the fittest is relevant. As technology has advanced, progressing in recent decades from the Internet to mobile to machine learning, the pressure to outperform one’s competitors has weeded out weak contenders.
Comparisons such as these make sense given that humans invented technology. After all, digital tools are little more than the externalized intelligence and labor of humankind. For instance, smartphones and the millions of apps available for download were designed to simplify people’s lives and increase efficiency.
The relationship between technology and humans is such that they advance in tandem, allowing each one to optimize the other in terms of strengths and capabilities. Removing humans from the equation would halt technological progress.
Even as the tech industry moves forward, a trend has surfaced in which consumers are showing a renewed interest in older products, ones that few could have imagined would return to popularity. This intriguing shift may be an early sign of people moving toward what some are calling the “post-digital era.”
The post-digital era.
The advent of e-books, MP3s, and digital film have convinced many that the digital revolution has hit its full stride. E-readers and online music streaming services have put book printers and vinyl record manufacturers on notice. While Kodak went bankrupt in 2012, three products have surged in sales in the last five years: printed books, old-fashioned vinyl records, and high-end traditional film.

Kodak has experienced high demand for its Ektachrome film, and one of the most prominent bookstores in England recently removed its stock of e-readers and replaced them with books. DJs have also begun playing vinyl records again for their bass line production. While all of these products involve technology that was at one time considered highly innovative, their return to popularity is, in a way, a step back.
In the post-digital era, experience trumps efficiency. People want to take photographs that feel more “real.” The same goes for listening to music and reading fictional works. While consumer sentiment has always played a crucial role in decision-making for business owners, the recent shift has reminded companies of the importance of consumer sentiment.
Consumers and their power.
Amid technological advancements, businesses continue to operate in an effort to meet consumer needs. Communication is key to these business transactions, and research shows that consumers prefer to interact with other people rather than machines, even if it means sacrificing convenience or savings. In fact, one Baymard Institute survey concluded that buyers are willing to spend more money in order to obtain quality customer service.
Whether they desire good customer service or new products, consumers recognize that efficiency does not always translate into value, and they are continuing to demand quality over quantity. The gap between efficiency and value in the digital age demonstrates how technology can truly benefit people.
Efficiency or value?
There is a tendency to quickly embrace technology that simplifies or expedites a given process. For instance, email is designed to make communication faster and easier. In theory, it should free up your time to do other things. However, cleaning up one’s inbox can easily take every minute of the day.

Structuring digital tools such as email to create value, in addition to efficiency, can benefit technology and the people who use it. Working to effectively solve problems generally results in greater productivity and higher levels of value, whereas efficiency allows us to complete a greater volume of tasks — but not much else.
Tech developers can achieve greater value by setting out to address issues and needs that predated their products. For example, DocuSign enables people to engage in document sharing and signing — something that they have done for centuries — only on a digital platform, and it allows them to do so not just more efficiently, but better.
