As we bring 2024 to a close, it’s the perfect time to reflect on another busy year in the world of tech filled with innovation, change, and the inevitable missteps that come with progress. From self-driving cars to generative AI, and from social media upheavals to issues of regulation and privacy, we polled our team on the peaks and troughs of the tech landscape. Read on to find out how 2024 looked through our eyes!
X no longer marks the spot
The reported demise of X (or Twitter if you’re old school) was a story that captured the collective imagination, especially during the U.S. election season as millions left the platform for pastures new – or Blue(sky). Billed as a safe haven from X’s political activism, the new social media challenger reported one million new users in one day alone on November 15th.
“I recently marked my 15th anniversary on X, and it was bittersweet,” said Account Manager Hope Bradley. “Realising how much of my life I’d spent on the platform, only to watch it lose everything that once made it great, was hard. But signing up for Bluesky felt like stepping into a new chapter—it’s exciting to watch a fresh platform carve out its identity.”
Waymo’s self-driving revolution
For our U.S. team, the rise of Waymo has been a game-changer. Rick Judge, one of our Account Directors based in the city, sees Waymo’s arrival as a beacon of innovation.
“Living in San Francisco, I view Waymo’s emergence as a big step forward for self-driving cars and driver safety overall,” said Rick. “Beyond safer streets, it’s promising cleaner air with electric vehicles and better mobility options for the elderly and people with disabilities.”
“It’s not just about the technology itself but what it represents: smarter urban planning and San Francisco taking its place at the heart of tech innovation.”
A turning point for justice: Postmasters’ convictions quashed
May 24th marked a historic moment with the passing of the Post Office (Horizon System) Offences Act, which overturned hundreds of wrongful convictions. While a triumph for justice, it also served as a sobering reminder of the risks of unchecked technological systems.
“It’s a high point that these convictions were finally quashed,” said Liberty CEO Elena Davidson. “But it’s also a low point that it took so long and has caused so much damage for all these years since 1999.”
Generative AI finds its stride – but also experiences growing pains
2024 was a transformative year for generative AI.
“It was the year genAI went from being a buzzword to something genuinely useful,” commented Senior Account Executive Effie Williams. “We saw it transform workflows across industries and make technology feel more accessible and empowering for so many people.”
Open AI’s funding announcement demonstrated the continued boom AI is bringing to the tech sector, while Apple’s integration of AI into its products was another clear landmark.
“The EU AI Act coming into effect in August was a highlight,” said Sachini Hewawasam, Account Executive. “It’s reassuring to know that companies are now legally required to ensure their teams are properly trained and that AI usage must be declared.”
However, while genAI featured as a high for many, it also features in the lows. Despite the advancements, AI’s rapid growth raised troubling questions about regulation. Effie Williams pointed to data breaches and AI-generated misinformation as stark reminders of the trust gap in emerging technologies.
“While tech moves fast, trust takes time to build,” Effie reflected. “2024 showed us just how much catching up regulators and the industry still need to do.”
CrowdStrike and tech vulnerability
A single corrupted software update in July left 8.5 million Windows devices disabled, disrupting everything from morning coffee runs to global travel. For James Meredith and Sachini Hewawasam, this incident stood head and shoulders above other low points, underscoring just how fragile our tech-reliant systems have become.
“This was the dawning realisation that it doesn’t take much to bring the country to a standstill,” commented James. “8.5 million Windows devices disabled by a corrupted software update and no way to buy a morning cup of coffee at Starbucks unless you had cash (and who carries that in 2024?), never mind trying to get a flight.”
“It was a wake-up call,” said Sachini. “We saw how dependent we are on technology—and just how vulnerable that makes us.”
The TikTok saga
The ongoing debate over a TikTok ban in the U.S. left Rick Judge frustrated.
“It’s a distraction from the real issues like data privacy and security,” he argued. “Instead of focusing on comprehensive regulations, we’re stuck with divisive debates that alienate users and stir geopolitical tensions.”
Apple’s iOS 18 misstep
For many, Apple’s latest iOS update—and the overhaul of its Photos app—felt like a step backward. Hope Bradley captured the sentiment perfectly:
“The redesign left me feeling discombobulated. I can’t find anything I’m looking for and feel like I’m short-circuiting every time I try to browse my own camera roll. Why ruin something that worked perfectly?”
Sometimes, simpler is better.
Tech layoffs cast a shadow
Finally, the wave of layoffs across the tech sector was a sobering trend. According to Layoffs. fyi, 457 tech companies have laid off more than 130,000 employees in 2024.
“It’s always hard to read about mass layoffs,” said Elena Davidson. “While tech has its highs, these moments remind us of the real human cost when things go wrong.”
Looking Ahead
2024 has been a year of contrasts. From the promise of safer streets and smarter AI to the challenges of regulation and over-dependence on tech, there’s never a dull moment. As we move into 2025, one thing remains certain: innovation will continue to reshape our world, and it’s up to all of us—users, businesses, and regulators—to try to ensure it does so responsibly.
What were your tech highs and lows of the year? We’d love to hear your thoughts—let’s keep the conversation going!
