The Inevitable: Understanding the 12 Technological Forces That Will Shape Our Future

by Kevin Kelly

A world without discomfort is utopia. But it is also stagnant. A world perfectly fair in some dimensions would be horribly unfair in others. A utopia has no problems to solve, but therefore no opportunities either.

you might think that Google is beefing up its AI portfolio to improve its search capabilities, since search constitutes 80 percent of its revenue. But I think that’s backward. Rather than use AI to make its search better, Google is using search to make its AI better.

But we haven’t just been redefining what we mean by AI—we’ve been redefining what it means to be human. Over the past 60 years, as mechanical processes have replicated behaviors and talents we thought were unique to humans, we’ve had to change our minds about what sets us apart.

“Right now we think of manufacturing as happening in China. But as manufacturing costs sink because of robots, the costs of transportation become a far greater factor than the cost of production. Nearby will be cheap.

Many of the jobs that politicians are fighting to keep away from robots are jobs that no one wakes up in the morning really wanting to do. Robots will do jobs we have been doing, and do them much better than we can. They will do jobs we can’t do at all. They will do jobs we never imagined even needed to be done. And they will help us discover new jobs for ourselves, new tasks that expand who we are. They will let us focus on becoming more human than we were. It is inevitable. Let the robots take our jobs, and let them help us dream up new work that matters.

When copies are free, you need to sell things that cannot be copied. Well, what can’t be copied? Trust, for instance. Trust cannot be reproduced in bulk. You can’t purchase trust wholesale. You can’t download trust and store it in a database or warehouse it. You can’t simply duplicate someone’s else’s trust. Trust must be earned, over time. It cannot be faked. Or counterfeited (at least for long). Since we prefer to deal with someone we can trust, we will often pay a premium for that privilege. We call that branding. Brand companies can command higher prices for similar products and services from companies without brands because they are trusted for what they promise. So trust is an intangible that has increasing value in a copy-saturated world.