MaRS report uses investment in startups to identify 7 trends shaping tech's future

Consumers can look forward to a future increasingly defined by a global voice, and dominated by robots, the Internet of Things (IoT), and virtual and augmented reality (the last of which has become considerably more plausible since the release of Pokemon Go), according to a new trends report by Toronto-based non-profit innovation hub MaRS. Arguably more fascinating than the report's conclusion, however, is its methods: To determine the trends that will define tech's future, authors Farah Momen and Sue McGill calculated the startups that were receiving the most funding, then divided them into sectors. "By analyzing the capital raised over the past year, we can understand: a) which consumer and commerce verticals are seeing the most activity here in Canada (such as wearables and foodtech); and b) which specific, innovative consumer and enterprise business-to-business companies are gaining traction in the market," Momen and McGill wrote in a July 7 press release announcing the report. While ecommerce might be delivering a wider variety of products to consumers than ever before, the final purchase decision is still frequently influenced by their shopping experience, Momen and McGill write – and advancements in VR and AR have created new opportunities for companies to provide an immersive, unforgettable experience, with manufacturers such as Lexus and Volvo implementing virtual test-driving simulations, and Ikea adding an AR feature to its mobile app that lets viewers virtually place and view nearly 300 of the Swedish furniture giant's products in their homes. Sure, we all know about Alexa and Cortana, but more interesting to Momen and McGill is the role that digital shopping assistants could play in retail's future, with companies like Stitch Fix already delivering monthly boxes of curated items chosen by a combination of machine and human stylists.