Thought Leaders at PHD’s BrainScape 2016 look at the technologies that define the future

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Media network’s annual conference draws over 400 delegates with future-shaping trends

A panel discussion at PHD's BrainScape 2016 conference,

Alwyn Toffler the noted American Author and Futurist back in the technologically less-advanced 1970 predicted a communication revolution in his international best-selling book Future Shock. In the book he argued that accelerated rate of advancement in technology and social change would leave people stressed, disconnected and completely disoriented, in other words – Future Shocked!

Half a century later Kevin Kelly, Founding Executive Editor of Wired magazine highlighted the same thing in his book The Inevitable. To quote him “these rapidly increasing (technological) choices (read changes) can create anxiety, particularly in people who aren’t millennials because they feel ‘compelled’ to use this stuff.”

On 10th October, in a slick ballroom of the Westin, Al Habtoor City, some of the industry’s most influential thought leaders from across the globe, invited by the ‘game changer’ media agency PHD Media – gathered together to discuss about the present and not so far away future dominated by technology, AI and VR.  The occasion was the 7th edition of the thought-leadership event series produced by the media network.

David Rowan, Editor of Wired UK opened the conference with a presentation on the technological forces that are already disrupting the way we work and live. He projected the audience into the future by explaining the impact of these trends and showcasing showing the types of products and services we can expect in the years to come. “We’re moving from science fiction to just another product, all thanks to how easy startups can get to market these days,” stated Rowan.

David Rowan, Editor of Wired UK speaks to an audience of over 400 marketers at BrainScape 2016

Technological theorist and author, Tom Chatfield, addressed the societal and ethical issues coming from a world driven by technology, looking particularly at relationships with and through technology. Reassuring those who feared our de-humanization through the over-reliance on machines, Chatfield asserted that living in a networked age means there is less and less we will do individually and more and more we will do together.

Going further into the notion of technology versus humanity, Daniel McDuff, a researcher on state-of-the-art sensing and machine learning tools at Microsoft, showcased technologies that can read human emotions and provide incredibly valuable data. PHD Worldwide’s Chief Strategy Officer, Hugh Cameron in his session detailed the tangible steps that businesses can take to enhance interactions with their consumers through their communications planning.

“This year, the speakers at BrainScape encouraged marketers here to start thinking about the forces that are already transforming the way we work,” commented Elda Choucair, CEO of PHD MENA

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