The term “arti cial intelligence” conjures up all manner of science- ction style fantasies, from the end of work to machine domination and the extinction of the human race. But what if these fears were largely unfounded?

Already a prevalent feature of our daily lives, arti cial intelligence is fundamentally changing the way that modern societies and economies operate. Whether driverless cars, preventive medicine, the internet of things or voice assistants, technological advances in this eld represent a world of opportunity for both individuals and businesses.

But if you think that robots and algorithms will take the place of human creativity and expertise, think again! The future is about human-machine partnership, where each will enhance the skills of the other. Technologies based on arti cial intelligence are sweeping us into the age of context and permanent conversation.

Empathy, dialogue and emotion will be cardinal values in every sector. For businesses and brands, this means that added value is shifting to new territory where innovation potential and emotional identity converge: proactivity, personalized services, data protection, proximity and the power of trust. Over the next ve to ten years, these developments will change the game at every level.