How “Tech Value vs. Tech Trust” Is Shaping the Future | DisrupTV Ep. 147

In this week’s DisrupTV (Episode 147), hosts R “Ray” Wang and Vala Afshar host a sharp discussion with Michael Biltz (Managing Director, Accenture Technology Vision), Mark Heller (VP, Global Brand & Communications, Zuora), and Jon Reed (Co-Founder, Diginomica). With technology evolving at breakneck pace, the focus shifts from what tech can do to why it should—and how corporations must align innovations with consumer expectations, ethics, and transparency.

Key Themes & Insights

From Capability to Conscience: Value vs. Values
Michael Biltz emphasizes that companies can no longer just deliver product or service value—they must also embody ethics, trust, and alignment with consumer values. The rising “tech clash” is born from situations where corporate action diverges from what the consumer expects on social, environmental, or privacy fronts. (A tension between company value and consumer values) 

Trust as the Foundation for Consumer Relationships
Consumers are increasingly skeptical—not because they dislike technology, but because they’re unsure how their data is collected, used, and shared. Restoring or maintaining trust demands transparency, accountability, and security—especially in ecosystems with many partners. “You’re only as safe as your weakest partner,” is a recurring idea. 

The Role of Emerging Technologies & Robotics
Biltz and the panel point out that robotics, AI, and connectivity (e.g. 5G) are moving from experimental to embedded in business and consumer life. In agriculture, mining, workplaces, and everyday environments, “robots in the wild”—machines operating in unstructured, real-world environments—are no longer sci-fi. However, their potential must be balanced with considerations of safety, ethics, and human impact.

Importance of Brand Narrative & Purpose
Mark Heller’s input underscores that brands can’t just sell features—they need to tell meaningful stories and act in ways consonant with their public persona. When customers see misalignment (e.g. between claimed environmental concern and actual practice), the backlash can cost more than discounting. Purpose and narrative become crucial differentiators. (Note: while this came up implicitly in discussion, it complements the “values vs value” axis.)

Leadership, Culture, and Structural Alignment
It’s not enough for C-suite to endorse values; internal culture, governance, policy, and operations must align. This includes how technology labs or R&D units operate, how data protection is treated inside partner networks, and how change is managed. Companies that succeed will be those that build trust not just outwardly, but from within.

Final Thoughts & Implications

  • For business leaders: The episode underscores that future competitiveness will depend less on purely technological breakthroughs and more on how tech is delivered—its transparency, ethics, and alignment with the values of your customers and ecosystem.
  • For technologists / product teams: It’s time to embed trust and ethics into product design, data architecture, and partner selection. Technologies like AI, robotics, and data pipelines will be judged not just by performance but by responsibility.
  • For marketers & brand managers: Narrative matters. When purpose isn’t superficial, it becomes a source of differentiation. But token gestures won’t suffice; brand actions must match claims.
  • For all stakeholders: An increased expectation of accountability—from consumers, regulators, and markets. Those who ignore the “values” part of the equation may see erosion of trust, reputational damage, or regulatory blowback.

Why This Matters 

  • Consumer expectations are shifting rapidly: privacy, sustainability, and ethical behavior are rising in importance.
  • Regulatory scrutiny (e.g. data protection, AI ethics) is intensifying globally.
  • Emerging technologies (AI, robotics, IoT) are making the gap between what’s possible and what’s acceptable more visible—and riskier.

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Business Research Themes

Future of Work, Marketing Transformation, Next-Generation Customer Experience, Tech Optimization

Roles

Chief Data Officer, Chief Executive Officer, Chief Marketing Officer, Chief People Officer, Chief Technology Officer