Mass adoption of Web3, obstacles are technology[Consensus 2023]| coindesk JAPAN

Many brands and creators are entering Web3, but user experience (UX) has become a bottleneck in onboarding new users and promoting mass adoption.

“For every click required in the[onboarding]process, you lose 50% of people,” said Julie Garneau, head of Web3 at beverage giant Anheuser-Busch InBev, of Consensus 2023. Panel discussion “The Opportunities and Roadblocks of Mass Adoption (
Opportunities and Barriers to Mass Adoption”.

“The on-ramp is very important and we need the help of our technicians to improve it,” Garneau said.

Andy Sack, co-CEO of Forum3, a Web3 loyalty startup that supports companies like Starbucks, said setting up and securing wallets for rewards and experiences “is foreign to consumers. things.”

Security and governance

Meanwhile, crypto-related companies and Web2 brands are working to bridge the gap between Web2 and Web3 and drive mass adoption.

When looking for different communities through social media, Chris Jacquemin, head of strategy at talent agency WME, which has signed over 50 Web3 creators, said, “The minority voice within Web3 is literally , is the basis for establishing trust.”

Brands “have to figure out how to balance partnerships and relationships with people who don’t exist yet. Web3 will be around forever, so they’re going to be essential,” Jacmin said.

Ariel Wengroff, vice president of communications at hardware wallet company Ledger, said Web3 is about having ongoing relationships with interested users and accountability for those relationships. We believe that this is the first opportunity that a brand can have directly.

“Creators and brands should be absolutely horrified by the current social community because they can’t really control it.” Brands are lying,” Wengloff said.

Going forward, Wengloff believes that “enterprise-level security” and “governance” are essential for brands that keep track of products that users regularly purchase.

Concerns about AI

Panelists also said that artificial intelligence (AI) will have a significant positive and negative impact on onboarding to Web3. “AI will drive the use of Web3. AI will create the need for blockchain,” said Sack of Forum3.

Furthermore, “AI and the rate of its evolution, deepfakes, destruction of reality in the metaverse, or the ability to manipulate reality, will require a system of trust, and a cryptographically based ability to prove one’s identity. We also need a system that works,” he continued.

Concerns about how AI onboards users were shared by panelists. “I don’t think AI will be a smooth transition. It will be volatile,” Sack said.

｜Translation: coindesk JAPAN
｜Editing: Takayuki Masuda
｜Image: Shutterstock/CoinDesk
｜Original: Technology Is Blocking Mass Adoption of Web3