The Big Trends Shaping 2026: Human-Led Innovation, Trust Crises, and the AI Crossroads
By An Coppens – CEO, Gamification Nation
Introduction: A World at a Crossroads
With this annual endeavour coming around again, I write this with some hope and a large dose of ‘what if’. 2026 starts with wars in several locations, divisive rhetoric rife and the rolling back of many hard-fought values such as inclusion and diversity, democracy and mutual respect under pressure. I feel more than ever that we need to have a deep conversation with ourselves first as to what I as a human stand for and we in a business want to deliver and be part of. I am a big fan of innovation and technology as an enabler. Technology for good is an amplifier and can do amazing things, but the flip side is also true it can be equally destructive to the extreme if left unchecked, without ethical consideration and in the wrong hands. I believe it will be up to us, individuals and businesses to make the difference sway for good rather than the other way seen that our politicians don’t seem to get it anymore.
So with that in mind, I believe leaders across departments and industries face a challenging and possibly exciting horizon in 2026. From trust erosion in tech to the evolving role of AI, to human-led innovation and the persistent demand for meaningful engagement—this year promises both disruption and opportunity. At Gamification Nation, we work closely with marketing, operations, HR, learning and executive teams to help them navigate complexity through the lens of gamification, behavioural science, and AI.
In this in-depth report, I explore the most significant trends for 2026—and more importantly—what they mean for your department and your organisation, whether you’re in a large enterprise, a mid-market player, a nimble SME or you have a B2C focus. This article will guide you through:
- What’s driving these shifts
- Implications for your teams
- Actionable strategies to stay ahead
Let’s dive into the key trendlines that are shaping the year—and potentially the decade—ahead.
Trend 1: Trust Is Crumbling—Local, Transparent, and Ethical Wins
The Big Picture
Trust in big tech and global governance is eroding rapidly. A few mega companies from countries whose government play fast and loose with your data and ethics, rule most of the tech landscape. They benefit personally and seem to be further and further removed from reality and caring for their customer. We don’t know who is watching and big tech is not exactly putting their head on the line to fix it. Data breaches, AI misuse, and concerns over surveillance have moved from fringe worries to boardroom priorities. The public is more aware than ever and concerned of how their data is being used—and by whom.
The reaction? A decisive shift towards local, regulatory-compliant, and ethically-governed tech solutions.
Being based in the EU means we have to adhere to more policies for all the right reasons and although from a budgetary perspective this can be restrictive and limiting, it also requires us to be more resourceful out of the gate. To me this is a good thing, even if I admit i will also grumble at it if we have to spend innovation funds to fix compliance issues. I see more and more companies looking for suppliers in their region over and above the big tech giants and some actively searching to move away insofar as this is possible on long-term enterprise contracts. Governments have had a policy of local business first for some and they are doubling down. I see that spreading more widely.
Implications by Department:
Sales
- Sales leaders must anticipate buyer hesitancy around global or opaque technology stacks.
- Transparency and ethical sourcing are becoming major decision drivers—especially in B2B contexts.
- Expect buyers to ask more about data storage locations, AI transparency, and regulatory compliance, to the point that compliance may become a selling point.
Marketing
- Brands that emphasise ethical tech use and compliance with local regulations (e.g., GDPR, AI Act) will stand out.
- Messaging must shift from flashy features to trusted functionality.
- Trust-based campaigns, testimonials, and case studies are more important than ever.
- Clarity of what you stand for will also drive decisions not just limited to compliance but also in relation to inclusion, diversity, climate and other values.
Operations
- Procurement will favour vendors who can prove adherence to local data laws, with data privacy and cyber security as major proof points.
- Supply chains may be restructured to reduce exposure to unstable global platforms.
- Favouring shorter term deals in anticipation of uncertainty.
- Expect increased pressure to audit vendor and partner tech stacks.
HR & Learning
- Employees are concerned about how their data is used internally—especially with new AI surveillance, gamification and productivity tools tracking more and more behaviours.
- L&D platforms and engagement tools must be privacy-conscious, truly human success focused or they risk backlash.
- HR will need to put up a fight for values such as diversity and inclusion, sustainability and other community focused endeavours to be retained when outside the work doors algorithms are built to promote division and disrespect.
Business Type Impact:
- Enterprise: Full compliance with regional and global data laws is non-negotiable. Legal and IT teams will be working overtime.
- Mid-Market: There’s an opportunity to win contracts from larger competitors by being faster to adopt ethical and compliant AI tools.
- Small Business: Use trust and local knowledge as a differentiator. Transparency builds customer loyalty.
- B2C: Consumers are voting with their wallets—if they don’t trust your tech, they won’t use your service. Lean into community, transparency, and data clarity.
Trend 2: Human-Led Categories Are Emerging
The Big Picture
With Ai generating a lot of stuff based on previously buplished material and often without supervision a new category is emerging aka ‘designed by humans for humans’. I expect to see a rise of human-designed or human-led product and service categories in 2026. Amid fears of AI overreach, people are craving services where human creativity, ethics and empathy are clearly in the lead. This is particularly visible in education, coaching, consultancy, and engagement design.
Here is an opportunity for ai-detectors in addition to showing the faces of your humans (with their permission) generating products, services and content. The influencer market is huge and their word of mouth influence will become stronger, which is closely linked to the first trend. Who do you trust more, your big tech profit focused company or the girl or guy next door promoting something on TikTok and showing how they use it. Be transparent when using ai, it can be a fun to start with an avatar or ai quirky persona and then to hand over the process to humans again when that connection matters most.
Implications by Department:
Sales
- Sell human value. Empathy, expertise, and ethical understanding can’t be outsourced.
- Have humans willing to have a conversation, call or even in-person events.
- Highlight human oversight in all AI-led tools. It’s not just a feature—it’s a necessity.
Marketing
- Human-first branding wins. Use real stories, behind-the-scenes content, and staff spotlights to show your human advantage.
- Influencer marketing is a strategy that can no longer be overlooked.
- Showcase the creators behind your tools or services. People connect to people.
Operations
- Prioritise roles where human oversight is essential and invest in upskilling people to manage AI processes, not be replaced by them.
- Operational agility increases when humans and machines collaborate effectively.
HR & Learning
- There’s a growing preference for learning experiences that feel “crafted”, not autogenerated.
- Human-led coaching, mentoring and blended learning will rise in value.
- Chatbots and automation should support—not replace—meaningful employee interactions.
Business Type Impact:
- Enterprise: Will need to demonstrate human governance over their AI systems. Expect audits and more structured oversight.
- Mid-Market: Flexibility allows faster adoption of human-led strategies that balance tech with personal touch.
- Small Business: Here lies a competitive edge. Emphasise your human-led service and deep customer care.
- B2C: Customer service powered by AI with human backup will be the gold standard. Fully robotic interactions will struggle.
Trend 3: AI Growth Continues—With Caution and Consolidation
The Big Picture
Artificial Intelligence isn’t slowing down. We’re witnessing smarter tools, expanding use cases (e.g. in medicine, logistics, education), and a wave of mergers and acquisitions as tech giants look to consolidate their position. My hope is that not all great EU Ai tech finds its way to US backed private equity funds, but for some to remain home grown and locally backed as well as open source. I also believe, there’s growing caution around agentic AI—self-directed systems that make decisions independently. The dual-edge sword of AI is clear: it can cure disease or enable warfare. Balance is everything.
I highly recommend watching a YouTube documentary called the Thinking Game, to learn a bit more about the opportunity and risk of agentic Ai. It also lifts the lid a bit on why I have been following Ai in games for a long time and why I believe the combination of human and game related technology is so potentially powerful and equally potentially destructive.
Moving forward we will see more agents aka ai workflows that can complete a number of steps without the help of humans popping up in most software tools across all of b2b technology. It will require insight into the platforms to ensure your data is secure but also that the source large language models in place are following protocols you would want to endorse.
Bring your own MCP and API key will become more interesting as more companies can layer their knowledge into a privately trained model that sits on top of an LLM and creates more on-brand, on-value based and in-house trained data into the mix. Offering this choice will be a point of diversification for ai tools and making this an easy user experience key to your customer success.
Implications by Department:
Sales
- AI tools for CRM, lead scoring, and personalisation will increase productivity—if used wisely.
- Ai chatbots and Ai agent can be helpful in the sales process for both qualification and appointment setting but use them wisely, train them and fit them to your process.
- Ai-scrapers are not all equally ethical in their data-sourcing strategies, so be aware in the vendor acquisition.
- Sales leaders must ensure their teams understand the tools’ limitations. Human judgement remains essential.
Marketing
- Expect the continuation of AI-generated content. However, trustworthy, fact-checked, and human-edited content will rank higher and convert better.
- Have a distinctive brand where human and tech work together to be more focused and deliver specific campaigns for your target audience.
- Micro-personalisation and localisation with an engagement focus rather than simply passive consumption will distinguish you from your competitors.
- Attribution models and campaign optimisation will rely more on AI. Marketing analysts will need to shift to oversight roles.
Operations
- AI will power better forecasting, risk management, and resource planning.
- Build in-house knowledge banks and MCP’s to make the most of agentic technology for your people.
- Human in the loop is the way to structure Ai implementation programs, set-up to support your processes.
- Agentic AI systems should be implemented with clear boundaries and kill switches.
HR & Learning
- AI in recruitment and learning will become smarter—but also riskier. Watch for bias, hallucinations, or misalignment with values.
- Adaptive learning technology linked to career goals with agents trained on internal knowledge, processes and experience can make a big difference, choose these over the ‘general’ on size fits all content pushers.
- Train your people to understand both the benefits and pitfall of Ai.
- The role of HR shifts to ensuring AI is inclusive, ethical, and supportive rather than punitive.
Business Type Impact:
- Enterprise: Slower adopters unless in technology and if the latter there will be a deep AI integration, with dedicated AI governance frameworks. Expect M&A to influence tech stacks and partnerships. Training and understanding benefits and risks will be critical.
- Mid-Market: Must carefully vet AI tools before adoption; low-resourced but agile enough to experiment. Can provide advantage to play a bigger game or have a wider reach.
- Small Business: Plug-and-play AI tools will level the playing field—if used wisely. Smaller companies can gain benefits of having Ai agents and free up team time to focus on the creative or human side of the business. Remember to use tech as an enabler and not as the chief.
- B2C: AI-powered personalisation can delight customers—or creep them out. Transparency and opt-in features are crucial.
Trend 4: AI-Led Gamification Needs Human Insight
The Big Picture
AI can generate gamified elements or suggest gamified campaigns faster than ever before—but speed is not quality. Trained on decades of poor gamification patterns (points-for-everything, manipulation-heavy designs, the old bugbears of points, badges and leaderboards being amplified), AI risks repeating the same mistakes. The fundamentals still matter: behavioural science, motivational theory, and solid game design and human-centred design thinking principles.
I have been experimenting with the tools I can find to help speed up the process and even making production more cost-efficient and I keep returning to internally trained agents and a few great tools for each step of the design process. The best ai tools tend to have a singular focus, which makes them a great specialist but not useful for a full customer or employee experience journey in one tool. I use some tools for ideation, some for graphical inspiration, some for quick prototyping, sound and effects inspiration and optimisation. I still keep returning to specialists in the field for graphics, UI and code to pull all the individual pieces of my gamification and game designs together. In my view there is not a complete system that can do full end-to-end gamification design without the help from human experts.
Productised services and packaged steps of the gamification and game design process are going to speed up implementation and will be how this will continue to evolve going forward. I haven’t seen a real road to a complete system yet, so my expectation is to have to use several tools for some time to come. In specific departmental areas, some good pre-packaged solutions are on the market, so knowing what you want to achieve and how the tools can help you get there faster thanks to the combination of ai and gamification is key.
Implications by Department:
Sales
- AI can help design incentives and challenges, but sales motivation still hinges on meaning, people and fair mechanics.
- The best sales gamification offers a combination of rewards that motivate and habit building backed up by management reinforcement of wanted results.
- Human insight is essential to prevent manipulation or unintended consequences.
Marketing
- AI can ideate and prototype campaign-based gamification, and can even draft your campaign, but the engagement value must be carefully validated by human oversight.
- In marketing it is still key that you know your audience and then search and train the tool to engage your people, marketing starts with people and ends with people.
- As for the data-crunching and analytics, this is where both gamification and Ai can shine and give you insights you want to share.
Operations
- Gamification of process adoption or training can be AI-assisted, but operational leaders must set KPIs and validate outcomes.
- Ai and gamification can increase productivity when it is applied well to automate some of the boring steps in a longer process. Keep it goal focused and process driven.
- Superficial rewards often found in ai-led gamification can have a negative impact on motivation and performance, so ensure you test before you apply and listen to feedback. Knowing your people’s motivators is still critical.
- Training teams in good use of Ai and how to keep your data and in-house secrets safe
HR & Learning
- Learning journeys must still be rooted in real motivation science, and how people learn is not necessarily understood by an Ai based system.
- When using Ai helpers and tutors always remember they are trained on what they find online, but may not actually link the psychology and basics of a subject with their search. You want guardrails and fact checking as well as expert input when the information shared is mission critical.
- AI can personalise, but only humans can contextualise and ensure psychological safety.
- For HR it is a useful translator of policies, but it can also with 100% confidence guide someone wrong, so always get fact checks and prompt checks in when acquiring solutions
- Keep your sensitive data away from Ai systems or only use those vendors that are compliant with local regulations.
Business Type Impact:
- Enterprise: May experiment with AI-led gamification platforms—will need expert oversight to ensure compliance and quality. Start with training and then decide with expert help where you have the most benefit and time savings with Ai.
- Mid-Market & SMEs: Can gain efficiency and play a bigger game by using AI to co-create experiences—but should validate with external experts. Keep it focused on your goals and use Ai led gamification or both separately to get to your goals faster.
- B2C: Gamification in apps must be ethical and grounded, not just addictive. This matters for retention and regulatory scrutiny.
Trend 5: Smart Glasses and XR—Will 2026 Be the Breakthrough?
The Big Picture
Smart wearables seem to have a bit of a revival or potentially another novel use case with the adoption of Ai. Smart glasses are top of the leaderboard in terms of development and finally designs that make them wearable. I am talking bout the augmented reality variety of AI-powered smart glasses not VR headsets. Several players are releasing new iterations, promising real-time translation, search, navigation and more. It will find mass appeal when smart glasses functionality can be ordered alongside your regular prescription at the optician. although smart wearables adding Ai into the mix to help us make sense of the environment or again of offers on the fly, the AR software market continuous to see a consolidation of player with some major platforms closing down. As with VR, the AR vendors that found a specific use case experience success, but the generalist you can make anything with this technology continue to struggle. My belief is that this is largely due to the fact that it is seen as a nice to have luxury rather than a must have in many buyers’ eyes. A lot of the early creators have now moved on to shinier Ai objects, saying that those that have made the pivot to use Ai and AR together are increasingly specialist and can come up with life-like photo realistic experiences. The long-term promise of XR remains—and this could be the tipping point year, I have been on about this for nearly a decade, so any year now.
Implications by Department:
Sales
- AR overlays for live product demos or immersive training could finally gain traction.
- Smart glasses could be a differentiator in on-site sales environments.
- on product scannable information can aid sales.
Marketing
- Immersive content strategies (try-before-you-buy, virtual tours, live AR events) might see growth.
- Wearable integration will demand new UX thinking.
- Smart wearables with geolocation tracking will make personalises offers and marketing messaging even more next level. Imagine walking in a shopping mall with knowledge of your preferences and budget and your glasses guiding you to potential offers.
Operations
- Smart glasses have been in use in field service environments and have not included Ai assistance to date, this can be a game changer in trouble shooting and cost savings. It could transform maintenance, engineering and construction, having clear safety and well trained ai models giving real-time advice will be critical.
- Pilot small and keep improving and fine-tuning the information input of your devices.
HR & Learning
- VR onboarding to get to know an environment before you arrive is useful in sectors where knowing physical locations of key work tools is essential such as hospitals, mining, and other areas where it would be unsafe to send people out without environmental awareness.
- VR-assisted learning and simulations have proven to give advantages in collaboration in the health sector with nurses and trainee doctors watching specialists even in other countries perform critical life-saving surgeries. It remains the high-risk and high-cost environments where this type of learning is appreciated, because on the job learning is ore dangerous.
- Digital twinning, cross border collaboration and savings in travel are all drivers for XR.
- Still requires significant investment and cultural buy-in.
Business Type Impact:
- Enterprise: Have the resources to trial and scale XR. Must tie innovation to ROI.
- Mid-Market: Can carve a niche by integrating smart glasses into specific use cases.
- SMEs: Likely to benefit from consumer adoption driving down costs.
- B2C: If mass-market smart glasses gain popularity, the way we design experiences—websites, ads, gamified apps—must evolve quickly.
Trend 6: Gamification Becomes a Productised, Micro-Challenge Driven Service
The Big Picture
The gamification market is evolving into more modular, productised services—less “one big game”, more agile, challenge-based experiences. The market remains strong. According to Research and Markets, the global gamification market is projected to reach $58.8 billion by 2028, growing at a CAGR of 26.5%. But the growth and success is more pocketed into industries such as health, learning and marketing, with technology platforms absorbing most of the gamification for their use case.
The consultancy and design gamification market is getting smaller but those of us still around know what good looks like and will not just take the first best Ai idea as gospel. We will put some more validation and research into providing a solid service for customers. What Ai is facilitating here is a quicker conceptualisation and more ideation resulting in finer tuned production concepts without having to invest the biggest budgets upfront. Gamification is still centred in human centred design, behavioural psychology, neuroscience and game design, combining these in creative ways is in my view where humans are still best.
Implications by Department:
Sales
- Micro-challenges are ideal for motivating short-term sales pushes and behavioural nudges.
- Easier to implement and measure impact compared to full programs.
Marketing
- Campaign gamification is shifting to “bite-sized” moments of interaction, engagement first to build trust.
- Marketing touch points required before sales readiness are increasing and gamification can help in building a creative fun user journey towards a sale over extended periods of time.
- AI can help personalisation—but the design still needs to reflect your audience and their goals and motivations.
Operations
- Micro-challenges work well for process adoption, system training, and compliance behaviours.
- Established tools can provide a great base to work from, human reinforcement will always retain value in showing how you treat your team members.
- Easier to roll out and iterate.
HR & Learning
- Gamified learning is now more modular and personalised. Think “daily challenges”, and journey tracking—not just one-size-fits-all.
- Beware of ai-generated content, which may miss the mark and may not reinforce what you stand for.
Business Type Impact:
- Enterprise: Moving towards platform-based gamification integrated across departments.
- Mid-Market & SME: Productised services like our Gamification & AI Playbook make entry affordable and impactful.
- B2C: Apps increasingly rely on small challenge loops to drive daily engagement. Habit-forming, but must be value-driven.
Trend 7: Misinformation, Manipulation & the Ethics of AI
The Big Picture
Misinformation is rampant—and AI is fuelling the fire. Without ethical design and human oversight, AI-generated content is vulnerable to bias, hallucination, and ideological manipulation. Not all large language models are equal and none of them so far have been made foolproof enough to not make things up. It can be a great time saver, but it can also be a great time waste and walk you with 100% confidence in the wrong direction. It is still upon the individual to know and fact check or test out whether something you see or read is fully true or not.
News organisation are working with fact-checking teams to verify what is real and what is not. With the vast amount of Ai generated content they see it as essential. With social media as a more important source of information, we must assume that what you learn from social content that it is basically biased by the views of the creator and the algorithms of the platforms. Some content is ranked higher because it serves the social platforms, very few of them have implemented any fact checking nor are they blocking or limiting hate and other unsavoury encouragement.
Ethical frameworks, training data governance, training your own data, implementing guard rails and prompt engineering are now critical.
Implications by Department:
Sales & Marketing
- Reputation risk is higher than ever. One AI misstep can cost trust and revenue.
- AI-generated content must be reviewed, fact-checked, and aligned with company values.
- Don’t believe everything Ai tells you if you don’t know what data is sources from.
Operations
- Internal communications and AI automation need oversight to avoid misalignment or polarisation.
- Internal training of your own data, and your people can go a bit of the way to manage risks.
HR & Learning
- Inclusion, fairness, and psychological safety are at risk if AI is unchecked.
- Remember that Ai is trained by publicly available data which from the outset has been biased, so for objectivity you may need filters and ensure your people know how to handle this.
- Ethical AI training for HR teams is becoming essential.
Business Type Impact:
- All businesses must treat AI governance as a core function—not a nice-to-have.
Trend 8: Diversity and Inclusion Under Pressure
The Big Picture
With global political narratives looking to divide or conquer or lead people to an increasingly us and them scenario whether at home or abroad, some of the things we learned to value for years are under severe pressure. I entered the gamification market with an agenda for inclusion and I am doubling down on that despite the trend. I am glad to be based in the EU where this is not frowned upon as much as in other markets. But
Unfortunately, we are seeing a disturbing rollback on diversity and inclusion globally. Economic instability, political polarisation, and culture wars are pushing equity and inclusion efforts backwards. This increases the risk of workforce disengagement, reputational damage, and legal exposure.
Implications by Department:
Sales & Marketing
- Inclusive messaging and representation still matter. Customers are watching—and so is your workforce.
- If it mattered before and thanks to political pressure you gave in, that is being noted and will cost you in the long run.
- Local services will see an up-turn as a revolt against global giants in some markets.
HR & Learning
- Cutting D&I efforts is short-sighted. Inclusion boosts engagement, innovation, and retention.
- Focus on designing inclusive L&D journeys and AI tools that reflect diverse needs.
Operations
- Cultural awareness in global operations must remain a priority.
- Respectful workplaces and teams from a gender, race, age, and ability perspective remain important and your stance and the experience your people are sharing will drive how new recruits or possible candidates see you.
Business Type Impact:
- Every organisation must reaffirm its inclusion values—and walk the talk.
- The idea that swaying with the leading political forces is necessary is also at the same time a risk factor. Your people (customer and employees) are watching and noting, they will remember what you did or didn’t do and mostly how you made them feel.
- Values matter, being clear about them is key.
Trend 9: Ship quick, fix later
The Big Picture
No code tools have been on the market for quite some time, but the introduction to prototyping tools for websites and apps powered by artificial intelligence are giving rapid prototyping a major boost. It is now cool to generate something half cooked quickly, often to solve a problem experienced moments prior or to realise that idea that you had in your head for several years, just because you can.
It is both an opportunity to test fast and iterate and a risk that we end up with a slew of half developed tools that don’t communicate or integrate with each other adding costs. Everyone is now a web designer and app developer, some will find out they really truly have a gift in that space, others will learn the opposite is true. Like in all fields both gamification, games and artificial intelligence applications and offers will continue to grow and pop-up. The growth of lookalike products and sites will continue to grow, which means you need to know what you want to achieve and test fit for purpose.
It may be better for some teams to quickly build their own in-house solution, which is tailored to their needs even if that comes with cost and integration constraints. For others, the tried in trusted software tools will prevail and continue to deliver with an Ai layer as added functionality.
Implications by Department:
Sales & Marketing
- Landing pages can be spun up in no time based on text prompts, depending o the tool it can also be on brand with colours, imagery and text. Understanding the basics of good design, SEO and web development will be important.
- Sales research workflows and sales admin workflows can effectively speed up how a team works. It will need multiple custom agents doing one function well and then linking them through automation tools, which may end up costly over time, so some analysis of needs and costs will be beneficial.
- Marketing content generation and even planning is made easier with no code or low code agents, knowing whether it is fitting to your market, your audience and your brand is still a marketing human skill.
Operations
- Customised workflows with single focus agents can be an amazing productivity enhancer.
- Integrations with existing systems and running a workflow can become expensive fast. So understand this from the start to make sure the effort is worth the time saving.
HR & Learning
- HR and learning tend to be the last department to experiment often due to having a small team and equally small budget and some aversion to new technology.
- Vendor or expert led improvements are most likely to succeed in this field.
Business Type Impact:
- Enterprise: Opportunity to iron out some current inefficiencies of existing tools but they will need to be implemented by experts and with a clear insights on costs.
- Mid-market: Experimentation in-house by some trained team members can deliver some great process and productivity improvements
- Small business: No code Ai will allow you to productise quickly or put Ai-ify your current offering, it removes some of the previous barriers to market and can give you to means to play a bigger game without having a big team.
- B2C: Customers will still expect polished solutions and will want you to be well designed soon, looking for user feedback and iterating accordingly will set you apart from what I think will be a graveyard great ideas brought to lives by Ai, because you could.
Final Thoughts: How to Move Forward in 2026
2026 is a year of opportunity wrapped in complexity. It’s easy to be overwhelmed—but there is a clear path forward:
- Double down on trust – Be transparent, ethical, and compliant.
- Keep humans at the centre – AI is a tool, not a replacement.
- Design ethically and inclusively – From gamification to AI, intentions must be human-centric.
- Embrace micro-challenges and modular services – Agile, productised engagement is the future.
Ready to Navigate 2026 with Confidence?
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Stay ahead. Stay human. Stay gamified.
— An Coppens