Finn Partners' Technology Practice has announced the launch of a new initiative that aims to help cutting edge technology companies to connect with customers and drive education, acceptance and adoption of these innovative technologies.

Called “Next Tech”, the initiative is backed by a global team of tech communications experts. It is led by Andrew Corcione, partner, based in San Francisco with support from other tech practice experts in each of the agency's 13 offices. Oversight is provided by Finn Partners' global technology practice lead and managing partner, Sabrina Horn.

Next Tech programs are rooted in digital demand mapping research – a proprietary methodology for monitoring online dialogue, channels, influencers and trending topics. Leveraging these insights, Finn Partners develops and executes thought leadership, market education, visual storytelling and use-cases, while continually measuring results. This approach represents a fundamental shift to more fully integrated, strategic campaigns delivering impactful results, from silo-based, traditional PR programs.

"The combination of machine learning, deep learning, natural language processing, cognitive computing and blockchain will be the most significant shift in computing and business this decade and beyond," said R "Ray" Wang, Principal Analyst, Founder, and Chairman of Silicon Valley based Constellation Research, Inc.

"For example, AI-driven smart services will sense one's surroundings, know one's preferences from past behavior, and subtly guide people and machines through their daily lives in ways that will truly feel seamless. This quest will require a new breed of smart communications experts to debunk the potential myths and misperceptions around their offerings, particularly during a time in the world that is already fraught with so much change. In fact, brands and enterprises seek strategy and advice on how to communicate outcomes that are sensitive to nuance and market acceptance. They expect their agency to take a holistic, more modern approach to tech marketing that the industry will need going forward."

According to the official release, Finn Partners' Next Tech has already been instrumental in helping a variety of clients, across different innovative fields including machine learning and augmented reality, Artificial Intelligence and Internet of Things.

"It's imperative for companies that introduce transformative technologies to educate audiences on how they work and clearly demonstrate how widespread adoption of their solutions can improve the way we live and work," said Corcione. "Next Tech leverages unique communications methodologies and approaches to help companies navigate changing media and influencer channels to gain the traction they need to drive adoption and exceed their business goals."