Tracey Follows .pdf

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: 2017
27 : 06

Tracey Follows, chief strategy and innovation officer, The Future Laboratory @traceyfutures


Think With Google

Seeing the Digital Future (1961) by AT&T

Think With Google

Who Decides The Future?
‘You’ve got smart bras and vibrating
pants and talking kitchen worktops
and augmented-reality bedroom
mirrors that read the tags on your
clothing and tell you what not to
wear, and there is no reflection on
any of this at all’
Sarah Kember, professor of new
technologies of communication, University
of London

‘When you lose out on women’s
voices you lose out on the issues 

that they have to deal with’
Madeline Ashby, futurist

Vasily Fedosenko/Reuters, The Atlantic

Think With Google

Personal Assistants
‘Meet Cortana. She not only learns
and remembers what you like, she
can also provide reminders based 

on your location and contacts. All 

you have to do is ask.’
‘Digital assistants are usually
advertised with female voices. 

They are often referred to as ‘she’ 

in consumer reviews, technology
blogs and marketing materials.
Such gender markers… further
emphasise the association with the
so-called ‘feminised labour’ of
clerical and service work’
Helen Hester, University of West London

Microsoft Cortana

Think With Google

Emotional Connectivity
‘This study provides the first
physiological evidence of humans’
ability to empathize with robot pain
and highlights the difference in
empathy for humans and robots’
Measuring empathy for human and robot
hand pain, Japan 2015

‘We humanize chatbots, virtual
assistants, and machines, the more
we in turn display human emotions
toward them’
Is it unethical to design robots to resemble
humans? Quartz June 2016

26% of people aged 18–34 in 

the UK said that they would happily
date a humanoid robot

Source: Nesta

Think With Google


Think With Google

Only Cognition
In the project ‘The emergence of
artificial culture in robot societies’
demonstrated that new traditions
can emerge in a swarm of robots.
The robots had the ability to imitate
each other. And because these are
real robots they imitated imperfectly
which gave rise to innovation.
‘Under the right circumstances with
the right dynamics, completely new
behaviour takes over, like fashion’
Alan Winfield, Professor of Robot Ethics

Still from forthcoming film Alien: Covenant


Think With Google

Culture Not Cognition
If artificial intelligence can even
make culture we should be asking
ourselves how we ensure it can be
as diverse and rich as possible
rather than as narrow and
stereotypical as possible
More culture than cognition
Please make sure images are high quality 

and a minimum of 1000px in height

From super intelligence to social

Hyper-elastic Mind by Jungwon Jung

Think With Google

Inclusive Inputs
’Our goal is to ensure that by the
year 2040 - the start of the decade
when the US will be majority people
of color - we are proportionally
represented in America's innovation
economy as technologists,
investors, thought leaders, and

‘The innovation economy’s
products, platforms and services
are architecting our new social
norms..ensuring that they are
empowered and equipped to not
just be consumers but creators’

Think With Google

Diverse Perspectives
Diverse teams are better at problem
solving, diverse spaces are more
inventive and creative, and cultural
diversity can lead to better
economic performance
‘Recent studies tout better products
and fatter revenues at workplaces 

with diverse staff members. The 

key take-out is that a variety of
perspectives leads to better work.’
Ruth Reader, Fast Company

Cultural diversity = greater creativity

Uber Movement gives urban planners access to driving data to
enable them to optimise local transport systems

Think With Google

Learning Diversity
’Promoting Gender Equality using
AI: we used machine learning and
speech recognition to create an app
that helps track gender equality in
the meeting room’.
Lars Ericsson, Doberman

This demonstrates how you can
combine artificial intelligence and
speaker recognition in a way that
helps rather than inhibits diversity

GenderEQ by Doberman

: 2017
27 : 06

Tracey Follows, chief strategy and innovation officer, The Future Laboratory @traceyfutures


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