Digital Industry Snapshot: Proximity’s Muhammad Waqar Haider

Muhammad Waqar Haider, head of technology, Impact Proximity

2023 is shaping up to be a game-changing year for digital experiences. With several key trends reaching a turning point, it will change the way brands engage customers. Those who can adapt to these changes will be the ones to succeed in the future.

Artificial intelligence as co-pilot

AI continues to revolutionise experience design and will affect digital experiences by using artificial intelligence/machine learning-generated design tools to create more sophisticated and personalised experiences.

Turbocharge digital products development

The popularity of low-code platforms has grown in recent years due to their ability to accelerate website and mobile app development. They also allow brands to be more agile in responding to changing business needs. These benefits have led to an increase in the use of low-code platforms for tasks such as rapid prototyping, quick deployment and new product development.


Web 3.0 will bring new challenges and opportunities as it aims to enhance the internet experience while protecting personal data. By using data-informed design, brands can create seamless and personalised digital experiences. And by integrating real-time audio and visual analytics into the customer journey, businesses can optimise interactions as they happen, instead of relying on past data. Listen, adapt, and respond to customers effectively with real-time analytics.

Personalised experiences

CDP (customer data dlatform) and DXP (digital experience platform) platforms have seen a rise in popularity in recent years as more brands seek to improve their customer engagement and create personalised digital experiences. CDPs and DXPs are complementary technologies, where CDPs provide the customer data and DXPs use this data to create personalised digital experiences. Brands that have implemented both CDP and DXP platforms can create more effective and efficient customer engagement strategies, leading to increased customer retention and revenue growth.

Wider web

The pandemic spotlighted the need for digital accessibility as it became the only way for people to access business, leisure and education. Brands now face an incentive to make sure their digital products are accessible, thanks to local legislations. This shift towards inclusive design is long overdue.