New tech adoption: why ‘quick on the draw’ brands often fail on customer experience

2016 saw a lot of brands rushing to use new technologies (think everything from VR/AR to chatbots), but in many cases this ‘quick on the draw’ attitude saw brands miss opportunities to push the technology to its full potential. Would brands be better served by showing patience over rushed attempts to use technology just because it’s new?
The past shows that first-movers aren’t always the most successful and history is still repeating itself; Alta Vista revolutionised web