Sophie Maxwell, the big switch off, why brands need to create new ways to connect

October 17, 2014

Last year, Google’s Director of Engineering Ray Kurzweil talked about a future where the biological parts of our body will be replaced with mechanical parts as early as 2100.

Kurzweil said, “We’re going to become increasingly non-biological to the point where the non-biological part dominates and the biological part is not important any more.”

In a technique called singularity, the human race will be able to upload their entire minds to become digitally immortal. By expanding the scope of our intelligence a billion-fold we would find ourselves at a point where overload is no longer an issue.

This is an estimated 30 years away. Today, we have to continue to navigate an increasingly connected, yet disconnected, world. And to support the advent and transition of new technologies, and the changes they create for human life, brands need to apply creative thinking to the new needs that are arising as a result. […]

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