within and across sectors. Advanced machine learning is what makes smart machines appear “intelligent” by enabling them to both understand concepts in the environment and to learn. Advanced machine learning gives rise to a spectrum of smart machine implementations — including robots, autonomous vehicles, virtual personal assistants (VPAs) and smart advisors — that act in an autonomous (or at least semiautonomous) manner. Closely connected to this discussion is the emergence of artificial intelligence (AI). AI is driven by exponential increases in computing power and by the availability of large amounts of data. Many of these algorithms learn from the trails of data that are left in the digital world. This results in new types of “machine learning” and automated discovery that enables intelligent robots and computers to self-programme and find optimal solutions from first principles. Applications such as Apple’s Siri provide a glimpse of what the future holds with respect to the rapidly advancing AI field – so-called intelligent assistants12. These advantages can be exploited in a range of sectors, including in new digital learning applications, which can support personalization of learning, be it in school or in a company environment. All of these key trends boil down to the new digital reality13. The digital mesh and smart machines require intense computing architecture demands to make them viable for organizations. The mesh app and service architecture are what enables delivery of apps and services to the flexible and dynamic environment. This new reality means that Jordanian companies face a future where digitization is everywhere and in all sectors. Digitization will affect different sectors at different times and with different intensities. The increased interconnectivity of everything means that the ability to innovate in the context of large-scale demand driven innovation projects becomes paramount. Due to the fast development of digital technology, innovation of components and apps will tend to be optimized towards being phased out again at some point. Therefore, innovation requires the ability to optimize every single partial innovation towards a future paradigm. Therefore, how companies and nations approach digitization is of key importance. A strategy, which only focuses on efficiency, will eventually lead to a commoditization of products and services and thus a competitive situation where price is the main determinant14. This means that focus not only should be on efficiency, but also on elements such as how companies continuously innovate through interaction with customers, suppliers etc., and how the companies can create increased value-add for customers without the price increases correspondingly. Networking and collaboration is the key source to such forms of innovation. Reshaping the full potential of the digital revolution depends on whether the companies use digitization for cost-effectiveness or as a driver for cost-effectiveness as well as innovation. Some of the digital tech companies in Jordan may have an understanding of keys to competitiveness, which are not aligned to rapidly changing markets for digital products and services. On the other hand, Jordan is 12 Schwab, Klaus (2016): The Fourth Industrial Revolution, World Economic Forum 13 Gartner Group (2016): Top 10 Strategic Technology Trends For 2016, http://www.ibaset.com/blog/gartner-top-10-strategic-technology-trends-for-2016-define-the-future-ofmanufacturing/ 14 Nielsen, Niels Christian, Jonathan Murray, and John Zysman (2013): The Services Dilemma: Productivity Sinkhole or Commoditization? Book Manuscript