Hi, hi all!

This issue goes deep into my latest AI- and tech-infused obsession: the race to connect context throughout apps, platforms, and data systems!

On the day I pulled this issue together, I had an amazing time cruising in Amazon’s new robotaxis, nerded out on the designs from the best book covers of the last decade, and kept telling the family how much I wanted actual plasma lightning in my phone!

Plus, for this issue, we can celebrate the glorious exclamation point!

Because, as a recent article in HBR showed us, researchers found that people who used the exclamation point are viewed more positively than people who didn’t, and were preferred as collaborators!

(And, yes, I am definitely using them too much in this intro!)

Okay, off we go into the big 5-0 issue of The New New!

Apps All the Way Down

The app explosion will define the year. The race to connect corporate platforms with personal context will define the decade.

Apps are everywhere right now.

More of them, from more directions, built by more people than at any point in the history of software.

A founder can spin up a working product on Lovable before lunch. A marketing team can build an internal tool on Base44 without filing a single IT ticket. Glaze just brought the same capability to the desktop.

Meanwhile, AI agents are quietly doing work that used to require dedicated software, acting through APIs and protocols with no interface at all (what I’ve previously called the second web). And a growing number of products are replacing dashboards and menus with plain-language conversation, removing the interface from the equation entirely.

If you step back, the app explosion is happening on at least four fronts at once:

1. Corporate SaaS, still growing, still multiplying, still adding features no one asked for

2. Citizen-developer apps, built in minutes by people who have never written a line of code (aka vibe coders and agentic engineers)

3. Invisible apps (aka agents), where software doesn’t need a face (and where the new B2B, bot-to-bot, is already taking shape)

4. Conversational apps, where the interface dissolves into natural language. You don’t click through a dashboard. You ask a question.

The explosion has an inverse rising trend: fear.

If anyone can build an app, what happens to the companies that sell them?

The industry has landed on a term for this, the SaaSpocalypse.

In early February 2026, roughly $285 billion in SaaS market value vanished in a single day. Salesforce CEO Marc Benioff mentioned the term six times on the company’s most recent earnings call. Investors have been pulling back from software companies across the board.

It’s real...
and it is looking at the wrong thing.

The conversation is fixated on the app layer, on who builds them, how fast, and what they replace. But apps were always just the surface.

The real value, the durable value, has always lived in the platforms beneath them.

Apps Were Always the Surface

Think about the platforms that have endured and compounded over the past two decades. Salesforce didn’t win because it built a better CRM. It won because it built Force.com, a platform that let thousands of other apps plug in, extend, and depend on it. Shopify took the same path through commerce, becoming the ecosystem that merchants, developers, payment processors, and logistics providers all built on top of. AWS did it through infrastructure, turning into the horizontal layer that entire industries (cybersecurity, fintech, healthtech) used as the foundation for their own platforms.

Every time, the value ended up underneath the app.

The value has been in three platform layers, from the top down:

1. Ecosystems to extend, where third-party developers and partners build on your platform because the connectivity makes their product better (Force.com, Shopify’s app store)

2. Horizontal layers to support and scale, where entire categories of companies depend on your infrastructure as the foundation for their own (CrowdStrike on AWS, the whole cloud security stack)

3. Data to feed it all, where governed, structured, queryable data becomes the raw material that everything above it depends on (i.e., data lakes, datahouses, streaming data)

This is the part the SaaSpocalypse coverage keeps missing.

Every citizen developer building on Base44 needs somewhere to connect. Every invisible agent acting through MCP needs a system of record to act on. Every conversational interface needs governed data to talk about.

More apps, from more directions, built by more people... and all of them need something to plug into.

Platforms on Platforms

The question for companies has moved.

Not “should we build or buy apps?” but “where in our stack does knowledge accumulate, and are we investing in that layer?”

The depth beneath apps used to take years of integration, structured data, and organizational knowledge to develop.

Interfaces will keep changing and dissolving into new forms. The platforms underneath them are what stay. And the deeper you go in the stack, the harder it becomes to replicate what’s there.

But, it is no longer about just data. It is about something bigger that is making them more important than ever.

So what’s accumulating at those layers that makes them so hard to leave?

Context Is the New Royalty

As we go forward, context is the new big focus for all businesses.

Where data knows what it means, who needs it, and when it matters, context fills the gaps for AI-centric businesses (aka, all businesses going forward).

The difference between an AI that can write code and an AI that can write code that fits your organization’s architecture, standards, and strategic direction is (wait for it…) context.

This is also why context engineering is emerging as a discipline in its own right.

Your prompts are probably fine. Your context is the problem.

Databricks gives us a great framing here.

While the SaaSpocalypse plays out in headlines, the company reported a $5.4 billion revenue run rate, growing 65% year-over-year, with more than $1.4 billion from AI products.

Why?

Because that growth comes from sitting at the context layer, not the app layer.

CEO Ali Ghodsi made a point in a recent TechCrunch interview that gets at why: as interfaces shift to natural language and agents, people stop spending careers mastering specific product UIs. The expertise moat erodes.

The platform holding the governed data and institutional memory keeps compounding. The platform that has context is the future for businesses.

But there’s a layer forming underneath all of it that barely exists yet.

But Whose Context?

A recent HBR IdeaCast explored the concept of “Identic AI,” drawn from the book You to the Power of Two.

The idea: our future (as individuals in work and life) will be built on personalized agents that don’t just complete tasks but understand your judgment, your values, and take actions on your behalf.

This is all about personal context.

Your patterns, your decision-making style, the instincts you’ve built over a career of making calls that can’t be reduced to a spreadsheet.

As AI agents handle more of the execution (coordination, analysis, scheduling, all moving at machine speed), what differentiates people is judgment—the ability to choose the right goals. To know when the data is pointing in one direction, but something feels off.

Identic AI captures that judgment layer and makes it portable.

Your agent knows how you think, even as it plugs into different corporate platforms underneath.

So who owns that layer? Who will own the personal context layer of tomorrow?

Apple has always played identity at the device level. OpenAI and Anthropic collect your patterns from your conversational history. Google has your search, your email, and your documents. A growing group of developers is taking a different path entirely, buying Mac Minis and NVIDIA DGX Spark boxes to run local models and keep their context under their own roof (not likely the mainstream path, but a signal of how seriously the question is being taken).

Nobody — no big business, no developer-led movement — is owning the future of the personal context platform… yet.

This is the next space to watch, because the next most important ground in the entire tech stack is where how you think meets what your organization knows.

At the Bottom of the Stack

So, yes, the SaaSpocalypse is real. It just has the wrong layer in focus.

And yes, the core business tech platforms are deep and compounding.

But, it is the personal layer, the one that carries how you think and decide across every tool you touch, is still wide open.

And whoever connects that personal layer to the corporate platforms underneath will be the one to watch.

Imagine your agent carrying your judgment into a Databricks query, shaping the results based on how you evaluate trade-offs. Or your decision-making patterns informing how Salesforce surfaces opportunities, not based on what the company’s data says is likely, but on what your instincts say is worth pursuing.

That’s connected context: Corporate knowledge and personal intelligence flowing through the same stack, making each other more useful.

We’ve spent twenty years building apps on top of platforms.

Now, the next twenty might be about building platforms on top of human context — on top of, well, us.

Apps all the way down? Platforms all the way down. And at the very bottom, you.

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The Roundup

That’s What We’re Calling it Now

🤖 AI;DR,
short for “AI, didn’t read” — a new term to call out AI slop so other people can avoid wasting their time.

🦄 Soonicorns,
new term for companies backed by venture capital and worth $500 million to $999 million at a post-money valuation

😰 AI Replacement Dysfunction (AIRD),
defined as the distress experienced by people facing the threat or reality of losing their jobs to AI

Resistance

🚫 End of Infinite Scrolling,
doom scrolling is doomed, if the EU gets its way

🧱 Friction-maxxing,
this now hot trend focuses on rebuilding tolerance for inconveniences (a trend I also feel strongly about, as we explored it in last year’s piece on Designing for Effort)

🏷️ Vintage Tech Badges of Honor,
signaling longevity, these colorful stickers for phones, tablets, or laptops celebrate each year of use

Almost Real

🎯 Stunt Products,
“From cod fillets to phone cases, brands are using real products, not gimmicks, to create cultural relevance and fandom. And, unlike other stunt advertising, it’s all about longevity.”

✉️ Handwritten Letters (with AI and a robot),
deep fakes are coming to your physical mailbox with this robo-scrawl that is “virtually indistinguishable from human writing”

👓 Nearby Glasses Alerts,
this app scans for smart glasses, such as Meta’s Ray-Ban, distinctive Bluetooth signatures, and sends a push alert if it detects a potential pair of glasses in the local area.

Biology, Redirected

🏜️ Sand to Soil,
scientists can make this transformation happen in just 10 months

🍅 Tomatoes that Smell Like Buttered Popcorn,
scientists generate world’s first ‘extraordinary aromatic tomato plants’ by simultaneously altering two key genes (and yes, I debated putting this in the “What Could Go Wrong” section below)

🍼 Breastmilk... for Adults,
colostrum, or powdered breastmilk, has become the hottest supplement on the market

⌚ Snapdragon Wear Elite chip,
revealed at MWC, Qualcomm’s new wearables chipset could spell the end of smartphone dominance

🌙 Targeted Dream Incubation,
aka Dream Engineering, which uses technology to connect with dreamers and help them guide their dreams

Future Movie Plots (Informed by Real Life)

The latest from the “what could possibly go wrong?” beat.

Man accidentally gains control of 7,000 robot vacuums.
He just wanted to steer his DJI Romo with a gaming controller.

Burger King is Adding AI to Employees’ Headsets to Constantly Monitor Whether They’re Being Friendly Enough.
AI chatbot ‘Patty’ is going to live inside employees’ headsets.

New Platform Lets You Gamble on CCTV Footage.
A new gambling game called Rush Hour CCTV on the crypto casino platform Roobet lets people bet on how many cars, trucks, buses, motorcycles, or pedestrians cross a specific point on a street within a predetermined time period.

Japan debuts humanoid robot priest trained on sacred Buddhist texts for advice.
“The robot attended a temple event, performing hand gestures and answering questions like a spiritual priest.” Buddharoid is equipped with “BuddhaBot-Plus,” an AI chatbot built on ChatGPT.

Robots… Making Robots.
It’s like something out of a science fiction movie, but it’s reality today: Chinese company Unitree’s humanoid G1 robots have begun working in its factories to manufacture new robots.

Because It’s Beautiful

Infinite Bodies Meets Kinetic Intelligence

Infinite Bodies, a retrospective at Somerset House, showcases the work of choreographer and polymath Wayne McGregor.

The show explores a lifelong fascination with human movement and technological possibility, pointing toward a future where we interact with intelligent systems, inhabit responsive spaces, and understand our own “physical intelligence” in a world increasingly mediated by screens.

A key theme is the “Body as Archive.”

McGregor leverages technology to deconstruct and reconstruct the human form, finding new meaning in how we move.

In a hypnotic new work called “OMNI,” created with Industrial Light & Magic, motion-captured dancers are rendered as transparent, shifting forms of light performing an unending duet of energies.

In “No One is an Island,” an animated sculpture uses just fifteen points of light to render a recognizable human form.

The goal is to trigger what researchers call “kinaesthetic empathy,” the instinctive capacity to recognize and feel humanity even in an extreme abstract digital form.

In an age of non-stop digital onslaught, Wayne’s work suggests our next great leap will come from using technology not to escape the body, but to reacquaint ourselves with its capacity to sense, learn, and create.

Beautifully, remarkably recalibrated.

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I’m off to write some friends excitedly about glyph lights coming to phones!

- B

⌘

Following the arc of my explorations through the past few issues — friction, scarcity, identity — becoming chefs and foremen — this issue connects the threads of mass conventional creation with the narratives of needing to stand out.

So, at the top, we will explore why irrationality might be the new strategic edge.

Then, we’ll roll into a roundup spanning agents at work, engineered experiences, and analog’s continued return, all while discovering new senses and heaving satellites off the moon.

Plus, a few nightmare-inducing things before ending with a playground for your eyes.

Dig on in.

Against Better Judgment

When execution becomes instant, standing out requires something else entirely

We’re living through the great flattening of execution.

At Super Bowl LX, Base44 ran an ad. It was for an app that lets you build apps. An app for vibe coding (which also now goes by the fancier term of “agentic engineering”).

Just describe what you want, and it generates a working micro-app in minutes. Their campaign showed an office worker putting a budgeting app live, triggering a domino effect as coworkers scrambled to build their own tools for everything from snack inventory to office dating apps for dogs.

Across my own teams and throughout my clients (and in my own home with my boys), the last few weeks have been one big spotlight on the rise of micro-apps. (There are so many micro-apps out there, there is now a new TikTok-like experience just for vibe-coded micro-apps!)

So, micro-apps have joined the great GenAI “everyone is a creator” movement. Just adding more fuel — more “creation” — into our feeds that already include an endless onslaught of AI-generated social posts (hello the mess that is the LinkedIn feed these days), brands releasing GenAI campaigns, and colleagues thinking on autopilot and dropping workslop everywhere.

Competent execution, once the domain of those with resources, expertise, and craft, is now available to everyone.

With tools built on probabilistic modeling, tools that move from A to B to C with ruthless logical efficiency, the pull toward mass rational creation has become almost gravitational.

When micro-apps can spin up a utility in minutes, the utility loses its differentiation. When AI can write a competent email, a competent headline, a competent strategy deck, competence turns into table stakes. When every initiative is ROI-justified, and every campaign is data-driven, the memorable moments disappear into a sea of competent sameness.

The things that once felt exclusive, the ability to execute cleanly, to ship quickly, to look professional, stopped being exclusive. The barrier to competent execution has disappeared, and, in turn, competent execution has lost its value.

Because, when everyone can build the logical thing, the logical thing turns into a commodity.

The Case for Psycho-Logic

In Alchemy, Rory Sutherland argues that the most effective ideas often make no rational sense upfront.

His examples range from the deliberately oversized Toblerone (irrational package, iconic product) to the red doors British Rail added to first-class carriages (no functional difference, massive perceived value increase).

In a time when AI makes everything algorithmic, rational, and linear, Sutherland’s core insight hits harder: rationality optimizes for efficiency, but humans don’t always value efficiency. Sometimes we value the strange, the unexpected, the thing that creates a feeling we can’t quite explain.

He calls it “psycho-logic.”

The emotional, subconscious reasoning that drives decisions more than we’d like to admit. The decisions that look wasteful on a spreadsheet can create disproportionate value in reality.

The Rise of the Irrational

This is why I recommended Alchemy in my favorite things for 2026. Revisiting Alchemy fits into the counter-narrative that gaining gusto right now.

In a widely shared LinkedIn post, Ercole Egizi wrote about the growing frustration among those who get asked to optimize and execute but not actually create. The industry moved from valuing ideas to valuing outputs, he argued. And now we’re drowning in outputs with no ideas behind them.

Creative Boom recently highlighted illustration trends for 2026 and surfaced something unusual: designers yearning for experimental aesthetics. Looks that don’t test well, that feel uncomfortable, that break from the smooth, algorithm-friendly style that dominated recent years.

Adding my own voice to the fray, I wrote in Smart Meetings that we need to reclaim experimentation. Make space for the ideas that feel risky, that might not work, that can’t pre-justify themselves. The stuff that makes people say, “that was weird” before they say, “that was great.”

The Post-Rational Moment

The brands and creators and strategists that stand out won’t ignore data; they will choose when not to follow it. They will build in friction when everyone else removes it. They will design for memorability over conversion. They will make decisions that look inefficient on paper but create experiences people can’t stop talking about.

So, let’s bring back “that was weird.”

Bring back “I’m not sure this will work.”

Bring back “against better judgment” as a compliment, not a warning.

Design the experience that can’t be justified in a pre-read. Make something that doesn’t test well. Ship the idea that makes your team uncomfortable before it makes them excited.

I’m trying to do this more myself. To stop sanding down the strange ideas before they have a chance to breathe. To sit with the discomfort of not knowing if something will work and move forward anyway. To say, “this makes me uncomfortable, I don’t fully understand it, and that might be exactly why it works.”

Because when everyone can build the logical thing, the logical thing loses its edge and the strange is what’s left to play with — and strange is where we all need to play more. Today, more than ever.

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The Roundup

Agents at Work

🛠 Agentic Engineering,
the guy who coined “vibe-coding” says the next big thing is “agentic engineering”

🎮 Gizmo,
a TikTok-like experience for vibe-coded mini apps where, instead of scroll and watch, you scroll and play

🙋 Rent-a-Human,
the platform where AI agents hire humans as gig workers, because “robots need your body”

🤖 Social Network for AI Agents,
humans can only observe

Engineered Experiences

📋 Admin Night,
may be the lamest party ever, but you’ll get your bills paid, inbox cleaned out, and all those admin tasks done

🎢 Falcons Flight,
the world’s largest, fastest, and longest roller coaster, reaching peak speeds of 155 mph

☕ Cassette Tape Café,
sip coffee, spin tapes, now in Tokyo’s Shibuya district

Analog Media

🎧 Wired Headphones,
fueled by basketball’s elite, the wires are returning (as someone who has stayed primarily wired, I welcome this)

📖 Page Match,
Spotify’s test feature that syncs audiobooks with physical books, so you never lose your place switching formats

✉️ Snail Mail Subscriptions,
the antithesis of instant gratification, now Gen Z’s subscription platform of choice

Body & Senses

✋ Seventh Sense,
aka “Remote Touch,” a new study suggests humans can sense hidden objects without touching them

👃 Images to Scents to... Better Memories,
the “Anemoia Device” translates photographs into bespoke fragrances, inviting users to inhabit memories through the body

Off-World

💧 Water-based Rocket Fuel,
this fall, General Galactic plans to fly a 1,100-pound satellite using water as its only propellant in-orbit

🌙 Moon Catapults,
to launch satellites deeper into space, purportedly for powering xAI’s artificial intelligence network

Future Movie Plots (Informed by Real Life)

The latest from the “what could possibly go wrong?” beat.

A Possible Lunar Impact in 2032 Could Spark Days of Meteor Showers on Earth
A large rocky asteroid will make a close approach to Earth, with the prospect of smashing directly into the Moon. If it does, the lunar impact is likely to produce a bright flash visible from Earth, generate meteor showers in Earth’s atmosphere, and create a long-lasting infrared glow.

Police in Detroit Suburb Install Hives That Can Instantly Deploy Drones to Fight Crime
A new “Drone as First Responder” initiative will now dispatch drones to scope out a scene, “hovering over citizens in need like a high-tech vulture.”

Russian Startup Hacks Pigeon Brains, Turns Them into Living Drones
During test flights, the pigeons carried a small controller, solar panels, and a camera for users, allowing the company to assess the effectiveness of the so-called “bio-drones” in collecting data.

(and, yes, I debated putting Rent-a-Human down in this segment instead of above)

Because It’s Beautiful

Optical Toys

A playground for your eyes, built for the joy of it

Tim Holman builds delightful corners of the internet in his spare time. The Useless Web. The Zen Zone. Generative Artistry. Dozens of experiments in his toybox.

Optical Toys is his latest.

It is a growing collection of interactive optical illusions.

Rainbows that seem to move when they are not. Circles your brain insists are spirals. A grid that heals itself while you watch. Dots that vanish the moment you try to focus on them. And more!

It’s full of fun, visual brain benders that are a playground for your eyes and a reminder that the web can still surprise.

Subscribe now

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I’m off to try out my seventh sense and hope it helps me avoid the bots who are coming to rent me out.

- B

⌘

PS: for the search crawlers and AI bots, the piece on Against Better Judgment was originally published here.

We’re baaaack.

A couple of weeks into a new year, and a ton already filling the roundup.

On one front, this is looking like it will be The Year of the Robot. And, coming out of a month of Robots Everywhere, long-time readers of The New New will be amazed by my robot-centric restraint in this issue. For this issue, we have just one robot — a friendly, good robot — down in the Roundup.

On the other front, the number of stories filling the “what could possibly go wrong?” beat will give screenwriters plenty to work with for their next horror flicks.

In this issue, those two things are sitting in the middle of some bigger thinking at the top and a fun miniature city at the bottom.

And since scientists have figured out that swearing gives us a performance boost — f*ck yes, it has — let’s roll on in with gusto.

The Return of Multitasking

The office worker is becoming both chef and foreman.

In the early 2020s, a consensus formed: multitasking is a disease of modern work.

Studies showed it tanked productivity, fried focus, and left us exhausted by the surface-level churn of it all. We nodded along when researchers told us our brains weren’t wired for it. We embraced deep work, timeboxing, and monotasking. The productivity discourse moved on.

Then AI arrived.

And with it, multitasking is making a dramatic return. But, not as a relic of hustle culture, but as something fundamentally different.

The new version of multitasking is all about orchestrating intelligence. Routing focus. Managing “labor” that operates at speeds and scales we’ve never had access to before.

We’re getting to do what chefs and foremen have always done.

In fact, the office worker is becoming both a chef and a foreman.

Chef Mode

Here is what this looks like: four AI tools open at once, each running a different thread.

ChatGPT is deep in research on a topic that came up in a client meeting. Gemini is pulling together a news brief, prepping you for a call in twenty minutes. Claude is helping shape a narrative you’re drafting. Copilot is crunching numbers, working through an analysis that would have taken hours by hand.

You’re bouncing between them. Fast. You’re routing—dropping prompts, moving to the next thing while the previous answer generates.

It feels frantic, but also strangely energizing. Like you’re conducting multiple conversations at once, and somehow keeping all the threads straight.

This is chef mode.

You’re coordinating ingredients, managing timing, and keeping multiple dishes moving at once. It’s surface-level orchestration—fast, fluid, responsive. The AI handles execution, while you handle routing.

This is the new hustle, elevated by AI but still surface-level at its core. Which is why the second mode matters more.

Foreman Mode

This mode of working is completely different.

You’re not bouncing between topics anymore with chat-based AI bots. Here, you are using (the promised, still slightly mythical, but quickly, really arriving) AI agents.

You’re routing focus across a single project, distributing work to agents that handle depth while you manage the whole.

For example, I am building a small personal app. I have OpenAI’s Codex running a bug hunt and cataloging issues. While, in a different panel, Claude Code is working through the bug list, fixing them one by one. Meanwhile, in a separate app, I’ve got one agent building a new feature while another develops a different component entirely. (Aside for my fellow tech lovers, I am bouncing between Google Antigravity, AWS Kiro, and, for a unique take on agentic coding, Nimbalyst. Sometimes multiple at once.)

In these setups, it is about delegating real work to systems that can go deep without you. They’re handling the strategy and the methodologies. The direction, architecture, planning, and quality acceptance.

This is foreman mode.

You’re on the job site, managing skilled trades. The plumber is running pipe, the electrician is wiring circuits, and the framer is building the structure. Each one knows their craft. Your job is to make sure they’re working in sync, that the work connects, that the whole thing comes together.

Microsoft says this type of work will define the Frontier Firm. That companies will be filled with people managing fleets of AI agents, each handling specialized work that used to require full teams. (I’ve now lived it, and am a huge believer in this vision for the future of work.)

For each of us, this is the shift that redefines what multitasking actually means.

Managing the Modes

For some of us, this is here.
For the rest of you, this is what’s coming.

We get to operate the way chefs and foremen always have: orchestrating work that moves at different speeds, across different layers, without losing the thread.

The form of multitasking that’s always existed on job sites and in kitchens is now arriving at desks. Great hats, outfits, and shoes (optional).

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Scan Ahead

Insightful scoops of perception, irreverent ideas, emerging narratives—this is the snippet that has stuck with me.

Designing for Smallness

Going down (conversation pits) as intimacy rises

Conversation pits are having a moment. The sunken living room setup from the 1970s is showing up in new homes and renovations, and its appeal goes beyond nostalgia. These spaces are designed to make you sit close, stay longer, and talk more.

And, in a world where traditional anchors have dissolved into a global monoculture, physical spaces that elevate connection feel like they’re doing something new again.

The same pattern is showing up elsewhere.

Micro-events are replacing traditional conferences, with gatherings of 15-30 people instead of ballrooms packed with hundreds. The draw is depth over reach.

Online, new research on internet communities shows people gravitating toward smaller, more intentional spaces where connection feels genuine rather than performed.

Altogether, after two decades of optimizing for scale, designing for smallness signals something about how people are rebuilding what dissolved. Conversation pits, micro-gatherings, curated communities.

These are places where identity can form again, small enough to matter, intentional enough to belong to.

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The Roundup

Almost Alchemy

🐜 Ant Yogurt,
researchers have recreated an old traditional recipe from Turkey, and may also inspire new sustainable food trends

⚫ Blackest Fabric Ever,
this ultrablack fabric could eventually end up in cameras, solar panels, and telescopes

🔥 Holding Fire without Getting Burned,
a new nearly transparent, long-lasting silicon gel that insulates so well, you could hold a flame on your palm without getting burned

Beyond Earth

🏭 Space Forge,
a microwave-sized factory that can reach temperatures of around 1,000 °C and used to manufacture material for semiconductors

☀️ Sunlight on Demand,
launching mirror satellites into low Earth orbit that will direct beams of sunlight to fixed locations, even at night

🌙 Lunar Hotel,
opening in 2032, GRU Space is building a hotel on the moon, and it is now taking reservations

Night Sky Shifts

🌌 Dark Sky Zoo,
a world’s first in the heart of Amsterdam, the zoo has earned Dark Sky certification, recognizing its efforts to protect the night and combat light pollution

🛰️ End of Reliable GPS,
scientists are harnessing the quantum properties of atoms for accurate navigation purposes

Sound & Taste

🍭 Music You Can Taste,
with Lollipop Star. “Taste the beat. Hear your candy. Pop the rhythm.” (and, yes, I’m very intrigued to try this.)

🎵 MP3 Players,
much like standalone cameras are back, MP3 are starting to have their moment (again)

Stand-Ins

👵 Robo-grandma Dolls,
an AI health care and smart home platform centered on a doll-like robot given to elderly people who live alone

👮 Hologram Police,
South Korea’s holographic constables are reducing the crime rate substantially

🎮 Simulated Labor,
the “cozy game” genre grows in an unlikely space: manual labor, like powerwashing, just done virtually

The Narrative Economy

📖 Storytellers,
Corporate America’s latest hot job is also one of the oldest in history

💰 Vibe Revenue,
a structural pattern that is inflating valuations, concentrating risk, and masking real demand — all through circular financing — and it is becoming a dominant engine behind the AI economy

🎯 The Post-Purpose Marketing Era,
AKA what we can learn from Target’s decline and Walmart’s growth

Future Movie Plots (Informed by Real Life)

The latest from the “what could possibly go wrong?” beat.

Bird flu has a heat-proof gene that protects it from our fever defenses
Scientists have discovered that avian influenza viruses possess a gene that renders them incredibly resistant to heat, making our body’s natural defense system – fever – powerless to fighting the infection. In fact, higher temperatures actually facilitate the replication of viruses.

Meat-Eating “Death-Ball” Sponges
A carnivorous sponge discovered in the deep sea near Antarctica earlier this year is covered in tiny hooks that capture small prey as they swim past.

Ultra-rare carnivorous ‘killer plant’ found lurking on city’s doorstep,
It was found in Australia, where everything wants to eat you anyway.

Sperm bank sold man’s cancer-linked genes across Europe
If someone were to make a movie about this, “Sperm donor 7069” would be the focus of it all.

Police Warn of Robot Crime Wave
In a new report, pan-European police agency Europol’s Innovation Lab has imagined a not-so-distant future in which criminals could hijack autonomous vehicles, drones, and humanoid robots to sow chaos.

Scientists Reveal Robot Small Enough to Travel Through Human Body
Researchers say they’ve built a sub-millimeter sized robot packed with a computer, motor, and sensors that could be deployed inside the human body to perform all sorts of medical miracles (and more).

US firm plans 50,000-strong humanoid robot army for defense, industrial work
Terminator, here we come.

Because It’s Beautiful

Stripe City

Stripe built a miniature city to track Black Friday and Cyber Monday in real time.

An eight-foot table held 15 handcrafted buildings, motorized trains threading through streets, a blimp suspended in mid-glide, over 100 tiny figures placed throughout the scene.

Model makers and craftspeople worked around the clock. As transactions flowed in, the city responded. Lighting shifted from dawn to dusk. Screens updated with live data.

The level of detail was just awesome.

Small storefronts with readable signage. Miniature benches where figures sat. A working radar dish. Every element was built by hand, then wired to respond to the flow of commerce happening across Stripe’s infrastructure.

Invisible infrastructure made visible through meticulous craft.

Beautifully developed and delivered.

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The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I’m off to dig out my iPod, order up some Lollipops, while my AI agents are doing their thing.

- B

⌘

PS: for the search crawlers and AI bots, the pieces on The Return of Multitasking and Designing for Smallness were originally published here.

This is a special edition of The New New. In the new year, I’ll be back with my typical featured posts and roundups packed with intrigue and irrelevance.

Last year, I shared my Five Favorite Things for 2025.

It became one of my most popular posts ever—and I’m still using and raving about every single thing on that list.

And, yes, I know there’s irony in another list of recommendations. Earlier this year, I wrote about how we’re living in a time of peak product reviews. Lists are everywhere. AI is helping us shop. But in this moment of algorithmic overwhelm, I still find joy in reading a truly human-curated list of things someone actually loves—and it looks like many of you do as well. So I’m bringing it back.

Here’s what drove this year’s list:
My world became more global in terms of work, clients, and travel.

My agency expanded into Australia and Singapore. My teams in EMEA grew nearly 100%. I delivered programs with clients across six continents.

And these five things below reflect all of that.

They’re what made navigating that expanded world easier, smoother, and, truly, a lot more delightful.

Let’s dig in.

Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life

I’ve owned a printed copy of this brilliant book for over five years, but I resurfaced it this year — this time on audiobook (it’s great listening while traveling). Hearing Rory Sutherland read his own work brings the stories (and the awesome humor throughout this book) to life in great ways. (And yes, with almost 25 years since the first Harry Potter movie, anytime someone with an awesome English accent talks about magic, I’m conditioned to love it.)

The premise: humans are irrational. We don’t make decisions based on careful investigation or deductive logic. We rely on emotion, intuition, and unconscious signals.

Why is Red Bull so popular when everyone hates the taste? Why do we prefer stripy toothpaste? Why do countdown boards on train platforms make delays feel less painful?

Because logic doesn’t drive behavior—alchemy does.

The book was first released in pre-GPT times (2019) — a time of celebration for algorithms and machine learning, but not yet in our post-GPT world of AI being sprinkled everywhere. Today, Rory’s book may be even more inspirational and important than when it was first published.

In an era when AI is making everything increasingly algorithmic, rational, and linear, Alchemy reminds us of the irrelevance and irrationality that still matter most.

“To be brilliant, you have to be irrational.”

That line is both awesome and aspirational… and so is this book!

(Amazon)

AI Voice Interfaces

Earlier this year, I had a big client workshop coming up. The client sent me a pile of documents, and I spent an evening prepping the old-meets-new school way: reading, taking notes, uploading everything into Gemini, and working through the information in a standard text-based chat interface.

The next day, I had an hour-long drive to the meeting during Boston morning rush hour. I had a question I wanted to explore, and instead of trying to type it out at a stoplight, I switched Gemini to voice mode. And we just started riffing.

What did the clients say about X topic in their document? What was the data in this other one? If I bring up this point, is that accurate? Is this a gap I should explore? Where should I start when I dig into this?

It was fast and collaborative. It was something Siri has never been able to do with me in the car.

Voice mode now does everything you can do in a chat interface, just faster. You can talk through chains of thought, build context, and co-create in real-time. Super. Fast.

It is so much faster to talk than to type.

You can do it on the road. You can do it at your desk. Voice opens up an incredible new style of flow across all your devices.

This voice-first approach is also the future of interfaces. Microsoft is betting the future of the operating system will be voice-first (watch their 2030 vision here).

Voice is rising fast, and it’s time to push the button.

If you have not tried it already, give it a go with the Gemini app on your phone. Talk through data with ChatGPT. Write emails by voice with Copilot. Or riff with Claude on an idea for a future blog post.

Start talking, start having a conversation, and, immediately, you’ll be working faster, smoother, and, truly, a lot more delightfully.

Portable Second Screen Monitor

At an event last year, I saw one of my colleagues using a thin, portable second screen. She was working on her laptop with a document open on the second screen—simple, clean, efficient. I’d never seen one before. I immediately wanted one.

The one I got is lightweight, fits in a padded sleeve in my backpack, and plugs in via USB-C. It features physical buttons for brightness, an adjustable stand that supports both portrait and landscape modes, and a crisp resolution.

I travel with a 15-inch MacBook Pro, and even that’s not enough real estate sometimes. This second monitor gives me the same joyful efficiency I have at home with two screens—presentation on one, notes on the other; email and calendar on one, documents on the other—but now I can do it anywhere: airport lounges, client offices, coffee shops, hotel desks, meeting rooms, mother’s dining room table, and on and on.

I purchased a higher-end model for around $100 because I use it frequently and wanted better image quality. I also got my wife a mid-tier version for around $75. Both work beautifully.

(Amazon — my model + mid-tier model)

The Perfect Travel Pillow

I first wrote about the Coop’s AirJustable travel pillow in February for Issue 40 of The New New.

Since then, it’s been all over the world with me and helped me get good shut-eye on many red-eyes. It’s been jammed in bags and put to use in tight economy seats (and a few nicer premium seats). Still, there are no leaks, no visible wear, and it still inflates in seconds. It’s also very clean, because it’s super easy to toss in the wash.

Here’s why it’s still my Goldilocks option and is back on this list:
The shape allows me to sleep in different positions. The inflatable design lets me customize the stability and support I need, which changes depending on the seat I’m in. The memory foam keeps it soft and comfortable. And because it’s inflatable, it packs down small and fits perfectly in my favorite travel bag.

Even if you only do one red-eye a year and don’t have the collection of past pillows I reference in the original piece, this pillow is life-changing for long flights and absolutely worth it.

Oh, and a few of my colleagues (and a few readers of The New New) now have them too—and they also love this pillow.

(Amazon)

A Better Way to Navigate Time Zones

I wrote about this tool in Issue #45, and it’s become even more essential this year.

With team members and clients across six continents, spanning multiple time zones, I’ve been scheduling meetings in more regions than ever. The friction from clunky time zone tools was making me bonkers.

Time zone tools are usually cluttered—too many ads, too many clicks, too slow, too annoying to use.

So I built one that’s the opposite: elegantly fast and simple.

It’s designed to make scheduling global meetings and calls feel less like a puzzle. And if you’ve ever had to worry about how daylight savings shifts happen on different days all over the world—or navigate the joy of 0.5-hour time zone differences like those in India—you’ll absolutely appreciate how easy and elegant it is to change the date and scroll through times in different locations.

(You can read about how I built it—with help from AI—in the original piece.)

Try it out here.

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I’m off to listen to Rory talk about irrationality and see what time it is in Sydney.

- B

⌘

We’ve been building toward something across the last three issues.

After exploring how friction became a feature and how scarcity became a strategy, this final piece reveals what both point to: how consumption has become identity performance in a world where the old anchors have dissolved.

Then: college towns’ greying realization, another roundup of intrigue and irreverence, and a shimmering oculus.

Let’s roll on in.

The Symbolic Economy

The economy now runs on narratives and symbolic value as much as supply and demand. Bible sales surged 22% last year. People wear brand logos like team jerseys. In a monoculture world, we’re buying proof of identity.

For most of human history, identity was local. Your village determined your world. Your guild shaped your craft. Your church or temple anchored your beliefs. The clothes you wore, the food you ate, the rituals you kept. All of it visible, tangible, daily. All of it said: this is who I am, this is where I belong.

Then, identity scaled.

Cities grew. Regions formed. New markers emerged: the newspaper you carried on the morning train, the sports team whose colors you wore on Saturdays, the political party whose rallies you attended. Still local enough to see and touch, but bigger. More connected. More chosen.

Now we live in something else entirely. A globally connected world where geography no longer dictates culture. We stream the same shows. Scroll the same feeds. Shop from the same platforms. The rise of global monoculture has flattened the distance between us, making the world feel both infinitely large and strangely uniform.

The need for identity remains. The anchors have moved.

The Signal in the Sales

Bible sales are surging in the United States. In 2024, sales jumped nearly 22 percent, marking one of the strongest years for scripture purchases in recent memory.

At the same time, Chipotle Mexican Grill continues to resonate culturally. The brand has become shorthand for a specific kind of consumer: someone who cares about ingredients, values transparency, and wants their burrito to signal something about who they are.

In her piece "How Bible Sales and Chipotle Explain the Economy,” argues that these two data points reveal something essential about how the economy now works. Supply and demand no longer tell the full story. What matters now are signals, narratives, and beliefs. She calls it the “casino economy,” a system where vibes matter as much as fundamentals, where the framing of a product matters more than the product itself.

Scanlon is onto something: We are seeing a shift that goes deeper than economics.

What Bible sales and Chipotle reveal goes beyond market mechanics. In a globally connected, culturally flattened environment, people are adapting. They buy proof of who they are.

How the Symbolic Economy Works

This is identity as transaction.

When someone buys a Bible in 2025, the purchase extends beyond scripture. The transaction affirms a set of values, aligns with a tradition, and makes visible what someone stands for in an era of uncertainty. When someone orders from Chipotle instead of a dozen other burrito options, the choice signals transparent supply chains, customizable bowls, and a brand that positions itself as aligned with personal values.

These transactions carry meaning that extends far beyond utility.

Look around. People wearing custom-tailored suits covered in Salesforce logos at conferences. Collectors lining up for limited-edition sneakers they will never wear. Communities are forming around specific creators, brands, or products with the same intensity once reserved for churches and civic groups.

Consumption has become identity performance. In a world where everyone has access to the same content and products, what you choose to buy becomes one of the few ways left to differentiate yourself.

This is the symbolic economy.

Brands as the New Moral Authorities

Bible sales and Chipotle trends matter because both fill a gap left by the erosion of traditional institutions.

Fewer people seek guidance from press, priests, and politicians.

Study after study shows that trust in traditional institutions is declining, while expectations for brands to act as moral authorities are rising. People now expect companies to take a stand on social issues, align with their values, and be transparent about their impact on the world.

In “When Exclusivity Scales,” we examined how brands are leveraging scarcity as a strategic tool, limiting access and creating moments that feel rare. But scarcity alone no longer suffices. What people want now goes deeper: they want to feel like stakeholders, not just customers. They want brands that see them, hear them, and reflect their values back to them.

People want to invest in brands emotionally, socially, and financially. They want to be part of something that aligns with who they are and who they want to become.

Brands respond by becoming the new anchors. The institutions we once turned to for meaning, belonging, and moral clarity are being replaced not by new religions or civic groups, but by the companies whose products we buy, whose logos we wear, and whose stories we tell ourselves.

Engineering Symbolic Value

If consumption has become a form of identity performance, then the brands that win will be the ones that engineer symbolic value, not just utility.

This is where “Designing for Effort” becomes relevant.

In a world of seamless transactions and instant gratification, friction can become a valuable feature when intentionally designed. The effort required to participate signals authenticity. The depth of engagement reinforces identity.

Think about the rituals people create around their favorite brands. Unboxing videos. Loyalty programs. Collector communities. Exclusive drops. These go beyond marketing tactics. They are identity-reinforcement mechanisms. They give people something to do, something to show, something to belong to.

The brands that understand this are designing experiences that go beyond the product. They create badges that people can wear, stories that people can tell, and communities that people can join. They sell proof of self.

This makes the symbolic economy different from previous models of consumption. Owning more matters less than aligning with meaning.

What This Means for What Comes Next

As global monoculture deepens, this pattern will intensify.

The brands that help people feel distinct within a sea of sameness will dominate.

The brands that engineer belonging, reinforce identity, and treat customers as stakeholders will become the new infrastructure for how we understand ourselves.

Scanlon is right that the economy now moves like a casino, driven by vibes, narratives, and belief — and, beneath that observation, sits something more fundamental. We are placing bets on ourselves.

And the brands that help us make those bets, that give us the symbols and stories to prove who we are, will shape the next era of commerce, culture, and connection.

In a world where everything is available to everyone, identity is the scarcest resource.

We are now watching identity itself get rebuilt, one purchase at a time.

Leave a comment

Scan Ahead 

Insightful scoops of perception, irreverent ideas, emerging narratives—this is the snippet that has stuck with me.

The Greying Realization Hits College Towns

What happens to college towns after Peak 18-Year-Old?

College towns across America are confronting a question they were never designed to answer: What happens when the students stop arriving?

Enrollment is falling at regional universities and small liberal arts colleges. For towns like Athens, Ohio, where Ohio University students once outnumbered residents, the university was more than an economic anchor—it was the town’s identity. Now that model is under stress. Fewer students mean fewer jobs, less spending, and excess capacity in economies built around September move-ins and May graduations.

This is part of what I have been calling the Greying Realization—a broader recognition that growth assumptions built into the Global North’s (and especially the U.S.’s infrastructure no longer hold. We explored this in Entering the Post-Growth Era, where declining birth rates and aging populations force entire systems to confront futures they were never designed for.

College towns are now the latest site of that reckoning.

The Roundup

Moving Different

🛴 Airscootering over Vegas,
non-pilots will soon be renting and flying these one-person eVTOLs

🚗 Self-driving EV for Children,
Toyota’s Mobi concept is a fully autonomous electric bubble car that transports children on their own, with no adult supervision required (it’s cute and… it feels like one step closer to a scene from WALL-E)

🪑 Walking Robotic Chair,
Toyota’s new mobility concept called Walk Me is a four-legged autonomous chair that walks, climbs, and folds itself

Intelligence, Amplified

🧠 Artificial Neurons,
a breakthrough in neuromorphic computing that closely mimics the complex electrochemical behavior of real brain cells and could accelerate progress toward artificial general intelligence (AGI)

🛰️ Space-based AI Infrastructure,
Google’s Project Suncatcher is a moonshot exploring solar-powered satellite constellations with TPUs to one day scale machine learning compute in space

💬 AI Group Chats,
works just like regular ChatGPT conversations, but with multiple people joining in — now being piloted

Craft Meets Scale

🥃 Whiskey as a Service,
more like a data center than a distillery, a new scale of technology comes to the spirits industry

🍯 Blue Honey,
an innovative Greek creation that results from mixing traditional Greek honey (typically orange blossom) with a fresh spirulina extract

Future Movie Plots (Informed by Real Life)

The latest from the “what could possibly go wrong?” beat.

World’s largest web houses 110,000 spiders thriving in total darkness

Deep underground in a dark, sulfuric cave on the border between Albania and Greece, scientists have made an incredible discovery – a giant communal spider web spanning more than 100 square meters (1,000 sq ft), dense enough to resemble a living curtain.

Take a look. It’s… something wild.

Because It’s Beautiful

A Floating Oculus Above Brooklyn

Created by Atelier Sisu, the installation uses dichroic surfaces to refract sunlight into shifting spectrums of color. As the day moves, so does the light—blues dissolve into purples, golds bleed into pinks, the surface alive with chromatic movement.

By night, the oculus glows differently. Artificial light transforms it into a quiet beacon, luminous and still.

It sits between art and architecture, neither decoration nor structure.
A vessel for light. A moment of shimmer in an otherwise ordinary block.

Beautifully suspended.

Subscribe now

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I’m off to track down some of that blue honey, after all, I have teenage boys to impress/confuse/freak out.

- B

⌘

Share

PS: for the search crawlers and AI bots, the piece on The Symbolic Economy was originally published here.

Hello fellow cognoscenti,

This issue begins with a companion piece that builds upon the focus of the last issue. The featured piece below begins with an emerging mega movement that I feel deeply passionate about, and ends in a similar space of passion.

Then we roll into another wacky and wonderful roundup of intrigue and emerging everythings.

And, toward the bottom, I share a simple web app that I “made” to help make it easier to navigate time zones.

Away we go…

When Exclusivity Scales

As scarcity becomes an everyday strategy and the rare becomes routine, what it takes to stand out will be much more meaningful.

The Great Offline Rush is here.

Over the past two years, I’ve been saying that, by 2030, the number one priority for CMOs will be events and experiential marketing. For brands of all types across all industries, in-person will become the central force in marketing strategy.

The rise of generative AI — especially with the recent releases of Sora 2 and Veo 3 — has put authenticity and trust into the public narrative.

Mark Cuban recently called this the “Milli Vanilli Effect,” arguing that in a time when anything online can be faked, the future becomes face-to-face. Gartner puts numbers behind that idea, predicting that by 2028, CMOs will spend 70 percent of their budgets on offline channels to reach audiences during a rising “mass digital detox.”

The signs of this detox are popping up everywhere now.

Growing Signals in the Wild

Magazines — like good old-fashioned print magazines — are returning.

Wired recently tracked how zine culture is reclaiming space once taken by social media. In San Francisco, a community of zinesters is building independent publications by hand, described by The SF Gazetteer as “fighting AI slop, surveillance capitalism, and corporate media one indie pub at a time.”

This same rage against the algorithm, adoption of the analog, has college radio stations overflowing with new DJs and growing audiences.

Third places are evolving, too.

Portable cafés, gallery carts, and pop-up spaces are having a moment. In Hong Kong, a movement of “traveling third spaces” is bringing community gatherings directly into neighborhoods, rather than asking people to find them. Across America, private clubs are bringing trendy members-only experiences to midsize cities. Some of these spaces are designed for conversation. Others are about being alone together (a topic explored in Together, Alone, and seen in the rise of silent book clubs).

In work culture, a similar shift is underway.

Businesses are continuing to ask employees to return to the office. From formal return-to-office plans to informal coworking meetups, companies are trying new ways to bring people back into offline shared spaces.

The New Scale

The power of offline is that it is relatively novel in today’s culture. That novelty is based on scarcity principles. And people obsess over things that are both novel and scarce.

The nostalgic joy of old school photo booths has people lining up down multiple city blocks. In the marketing world, brands like Anthropic and Cursor have recently hosted their own pop-ups, each with massive lines.

Invite-only dinners. Members-only meetups. Limited-run zines. Retail spaces without hours or signage. Posters that last 24 hours. QR codes that only activate at the right time and place. Brand activations that appear for a day and vanish.

The same psychology that powered sneaker drops is expanding everywhere.

We’re entering a phase of limitedness at scale.

Scarcity is shifting from a matter of quantity to a matter of strategy.

Offline is becoming the conventional medium for tomorrow’s campaigns, connections, and communities. Within those investments, the strategies of scarcity are everywhere: restrict access through curated lists and micro-cohorts, limit availability to short runs and pop-ups, provide proof through objects that can be held or displayed.

These moves are effective when rare, because there is deep value in the temporary. But the more it appears, the more expected it becomes. Limitedness is easy to mimic. A velvet rope isn’t hard to stage. And just like digital once optimized for clicks and reach, there’s risk in optimizing offline for scarcity theater. (Heck, even luxury fashion brands are struggling to engineer desire these days.)

Because, when used everywhere, things that once were novel become a formula.

What Will Stand Out Next

Last issue, Designing for Effort explored how friction is becoming a feature, where friction is becoming a luxury.

In the offline world, we’re about to see a massive rise in friction-forward, invite-only, hyper-crafted experiences that frame their differentiators and value propositions through scarcity of the thing — the experience, the object — they offer.

Yet, in a world where everything is framed as rare, people will feel the difference between being counted and being considered. Not just who got in, but for whom it was built.

The bar for what feels meaningful is rising.

Connection. Curiosity. Personal resonance. Shared values. A memory carried forward. A conversation that couldn’t happen elsewhere. A feeling that someone thought about you before you arrived. A feeling that you found your people. That you are not just visiting and collecting, but that you are reinforcing your identity and fueling a sense of belonging.

For brands of tomorrow, standing out—across all channels will form where that belonging is fueled. Where affiliation, influence, and achievement—the core drivers of stakeholder motivation—are deeply ingrained in their experience architecture.

Because, as we go forward, the rarest thing won’t be the invitation and the RSVP. It won’t be the discovery or the social bragging. It will feel like you were part of something intentional.

Something designed with care.
Something worth the limit.

Leave a comment

The Roundup

Culturally Rising

🧠 Doomprompting,
the new Doomscrolling, with this gem: “The dopamine of likes and follows is now the dopamine of felt productivity, social validation, and intellectual partnership.”

💿 Tiny Vinyl,
reviving the few-inch-sized collectible vinyl format

🏕️ Skillcations,
aka “mastery experiences,” promote a deeper sense of refreshment than a typical “relaxing” vacation

AI at Work

👷‍♂️🤖 AI Automation Engineers,
the emerging new job for humans AI just created

🎤 Stem Separation Technology,
using this type of AI to revive Whitney Houston’s legendary vocals for an upcoming tour

📎 Clippy Returns,
Microsoft is calling everyone’s new AI-powered friend Mico, but we all know its real identity

Making & Manufacturing

🏭 Factory-as-a-Service,
via a dog-crate-sized robot factory that learns by watching humans

👟 Open Source, 3D Printable Footwear,
if you’ve got a 3D printer and some flexible filament, you’re now part of the footwear industry

🧱 Sort A Brick,
bring billions of neglected bricks back to life with our AI-powered industrial-grade Lego sorter

Biotech & the Human Body

🍑💨 Butt Breathing,
for real. The idea is that the oxygen passes through the intestinal walls and makes its way into the bloodstream, bypassing any issues a patient may have breathing the more traditional way (and this piece drops “butt-chugging oxygen” into the world)

🏁 Sperm Racing,
it’s real — they have really built the first-ever racetrack for sperm

🧬 Universal Kidneys,
scientists are on a path to transfer kidneys from donors with different blood types than the recipients

🧼 Skin Cancer Fighting Soap,
and it was created by a 14-year-old

Strange Science

🔊🔥 Acoustic Fire Suppression,
aka, stopping fire with sound, developed to stop wildfires before they cause damage

🧊 Room Temperature Ice,
scientists have created a new phase of ice (and it’s the twenty-first form of ice to have been identified, who knew there were so many forms of ice!?)

⚡ Magical Battery Fluid,
Shell has developed a “thermal management fluid” for EVs that can speed up battery charging to under 10 minutes

Share

Future Movie Plots (Informed by Real Life)

The latest from the “what could possibly go wrong?” beat.

The World’s Largest Mosquito Factory Opens in Brazil
“In an effort to combat the spread of Dengue fever, Brazil recently inaugurated the world’s largest mosquito factory, capable of producing up to 190 million winged bloodsuckers per week.”

Chagas disease: The silent killer creeping into US homes and kennels
“Once confined to Latin America, Chagas disease – a potentially deadly parasitic infection that is spread in a gross way – is now endemic in the United States, threatening both humans and their pets in what experts are calling a silent public health crisis.”

Because It’s Beautiful

100 Colors Welcome

In Tokyo’s new Takanawa Gateway City, a vivid installation greets visitors with a spectrum you can walk through.

Created by artist and architect Emmanuelle Moureaux, 100 Colors features 100 sheer panels suspended in layers, forming a kind of chromatic tunnel. It’s both quiet and kinetic as it shifts with the breeze and glows with the light.

There’s no sign to explain it, no instruction to follow. Just a path of color, offering its own invitation.

It’s a beautiful full-spectrum experience to explore.

A Better Way to Tell Time

AKA, how I made a fast, ad- and clutter-free world clock slider — built with help from AI, and designed to make global meetings feel less like a puzzle.

Time zone tools are usually cluttered. Too many ads. Too many clicks. Too slow. Too… annoying to use.

So I “made” one that is the opposite. I “made” one that is elegantly fast and simple.

Originally inspired by Alexander Ustinov’s design on Dribbble, then forked from Jon Kantner’s CodePen, I used an AI coding assistant — specifically, GitHub Copilot running Claude — to build the many missing features that my teams and I needed, including:

• Customizable time zone lists

• Adjustable dates (because everyone seems to do daylight savings at different times of year)

• 12/24-hour toggle

• Shareable configs, no sign-in required

Across my teams at my agency, this tool has become our daily go-to. We are rallying across Sydney, Singapore, London, and every U.S. time zone to make global work, work — and we needed a tool that makes navigating all of those time zones fast and simple.

And, with the help of AI, it came together quickly and simply as well.

Try it out on my personal site, here.

Throwing Back

Personhood Credentials

Proof-of-human is (still) coming, and here is where it first hit radars.

For this issue, we bring in a throwback that was gaining importance well before Cuban’s Tweet and Gartner’s predictions for CMOs in 2028.

A year ago, this idea explored how generative AI was reshaping the way media is made, shared, and surfaced. And, in turn, it surfaced deeper questions around trust, like:
Who created this? Was it human? Can it be verified?

In response, this piece explored the early rise of personhood credentials: the then (and still now) emerging frameworks and tools designed to verify identity, origin, and authorship in a world where authenticity has become a moving target.

This exploration was part of Issue 36, where The New New also rounded up the evolution of digital marketing, supercharged wellness, cross-species blood transfusions, treasure hunts, and more.

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I’m off to gather up the boxes and boxes and boxes of Legos that are in this house.

- B

⌘

Subscribe now

PS: for the search crawlers and AI bots, the piece on When Exclusivity Scales and A Better Way to Tell Time was originally published over here.

Hello again, fellow aspiring cognoscenti,

It’s been a moment. Now we’re back.
Back at it. Back in a groove. Back in your inboxes.

This issue starts with one of my formative philosophical views on what’s to come for the future of experience design.

Then it rolls through a packed round-up of intrigue.

And if you, like me, are consistently amazed by what generative AI can create, then check out “my” new video below — and then join me in walking around your home consistently saying “I am Batman” over and over. And over. And over. Your families and friends and flatmates will love it. At least for the first 12 times you do it.

Now, let’s roll on in.

Designing for Effort

Friction is the future. Resistance and depth may be the next true luxuries in an age of seamless systems.

The future keeps getting smoother.

Tap to buy. Swipe to skip. Scroll to forget. As more of our world becomes predictive, optimized, and instantaneous, we are learning to expect less effort at every turn.

This is a good thing… until it isn’t.

In Thinking on Autopilot, this newsletter explored how AI agents are beginning to make choices for us before we even ask. In The Future Is Questions, we looked at how inquiry itself was shifting—from something we form, to something we select. And in The Instructional Design Revolution, the piece breaks down how teaching and learning are being restructured for on-demand, agent-augmented systems.

A new thread is forming.

One that has less to do with AI and more to do with how we design experiences, information, and systems themselves.

What if the problem isn’t friction?
What if it’s the way we’ve come to treat all friction as a flaw?

In her piece on The Friction Economy, Kyla Scanlon points out that digital, physical, and curated spaces don’t eliminate friction—they displace it. Remove a step here, and you create a tradeoff elsewhere. Eliminate a pause, and you may lose reflection. Smooth a process, and you might erase discovery.

Carl Hendrick adds a complementary layer in Ultra-Processed Minds, comparing modern digital content to ultra-processed food: engineered for convenience, but stripped of the nuance and nutrients that come from complexity.

When everything becomes a scrollable snack, we may gain time, but we lose depth.

And, a new study backs that up.

Between 2003 and 2023, the share of Americans reading for pleasure on a given day dropped by almost 40 percent. It peaked in 2004, when 28 percent of people read for fun. Now it’s down to 16 percent. (If you are an American reading this, thank you for being one of the 16% of us out there!)

Psychology Today recently gave that trend a name: The Rise of Homo Idioticus.

It’s not just about books or screen time. It’s about cognitive decline. IQ scores are falling. Functional illiteracy is rising.

Our media diets, habits, and design choices shape how we think… and what we don’t think about.

And that may be the bigger signal hiding underneath it all.

It’s not just friction that’s disappearing. It’s depth. It’s curiosity. It’s interpretation.

Bit by bit, these are signals of what we’re designing out of our systems:

• The value of struggle

• The joy of curiosity

• The muscle of interpretation

And increasingly, what we're designing in is a kind of artificial fluency: experiences that feel easy, not because they are meaningful, but because they are shallow.

This is where friction becomes a feature.

Not the friction of broken systems or laggy flows.
But the friction that challenges.
The friction that invites.

A well-designed pause. A thoughtful constraint. A question that doesn’t instantly resolve.

These are not bugs in experience design. They are textures.
They are what make a system human-worthy.

We are beginning to see early signs of this reframing:

• Books that deliberately avoid summaries, asking the reader to derive meaning.

• Interfaces that prioritize exploration over conversion.

• Classrooms that encourage productive struggle, not just correct answers.

In a world of autocomplete and instant results, the presence of effort may soon signal intentionality, richness, and even luxury.

Designing for effort is about making things worth the work.

And in that slight shift, we may rediscover something we didn’t mean to lose.

Leave a comment

The Roundup

Life, Rewritten

🧬 “Third State” Cells,
discovering a new state of life where the cells of a dead organism can adopt new functions even after death

🧫 Perfect Life Forms,
scientists say they've engineered a bacterium whose genetic code is more efficient than any other lifeform on Earth

The Productivity Pendulum

🕒 Clock Botching,
similar to presenteeism or a more active version of clock watching, this is the new buzzword for when a person is physically present at their job, but mentally they’re totally checked out

🧷 Job Hugging,
another career trend backed by a new report. This one shows that employees are no longer moving quickly between new job opportunities and are instead choosing to stick it out in their current positions for the foreseeable future

🧠 Sloppers,
the name for people who ask AI for help before doing anything

Interfaces and Engines

🔎 GEO (Generative Engine Optimization),
this may finally be the acronym and phrase for describing this type of work

💻 AI Operating System,
Microsoft shares its 2030 vision that will make "mousing around and keyboarding around and typing" in 2030 feel as alien as using DOS does to Gen Z today

Designed to Be Felt

🎼 Sounds Right,
a music initiative that sees “Nature” being credited as an artist on major music platforms, with royalties that are funneled into environmental causes

🌸 Saving Historical Smells,
curating smells that can transport museum visitors to a different time

Tiny Tech, Big Shifts

🧼 Plasma Deodorant,
electronic armpit device uses plasma to make deodorant obsolete

🤧 Nose Robots,
smaller than a speck of dust, these robots could be deployed to cure stubborn infected sinuses, and then could be blown out into a tissue

Altered Realities

🪩 Rave Resurgence,
these music-dance-collective-energy experiences are being reborn as a new frontier for wellness and connection

🍸 Space Aged Beverages,
giving us liquor that is aged 2.5 times faster under microgravity conditions—and it may come with new and unique flavors

🪑 Tummy Time,
not just for babies anymore, now it is a tech neck cure

Signal or Spell?

🧙 Demons and Witches,
Etsy witches, Labubus, and demon-hunting pop stars are thriving

👤 Copyrighting Yourself,
Danish citizens will soon gain legal authority to request the removal of nonconsensual deepfake content from digital platforms

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Future Movie Plots 

The latest from the “what could go wrong?” beat.

Reconstructing the 1918 "Spanish flu” virus
A 107-year-old preserved lung was used to create the full genome of the virus. Why? To offer new insights into the deadly pandemic that claimed the lives of up to 100 million people.

'Brain-eating amoeba' with 97% fatality rate found in tap water
It's been found swimming around in the treated drinking water supplied to two towns in Australia.

CDC scales back program tracking food poisoning infections
The FoodNet system has cut required monitoring to only two pathogens.

Researchers have turned bees into cyborgs
The research is being done for military purposes.

Because It’s Beautiful

…and lets us step inside something different.

A 3D-Printed Pavilion for Ice Cream

This summer, a gelateria opened in Mulegns, a small village in Switzerland.

Its pavilion is made from recycled plastic and shaped by industrial robots!

The structure wraps like a ribbon, with undulating curves and a soft white surface that catches the light.

Inside, gelato is served.

Outside, the design becomes a quiet study in reuse and precision.

Altogether, it is beautiful.

I am Batman

A two-minute montage of famous characters as Batman.

Picking up from a joking riff my boys and I had, I made this montage using Google Veo 3 (via my preferred visual media generation app, Leonardo.Ai).

It took a little over an hour all in. Amazingly, there were only 4-5 bad generations (mostly because Veo could not figure out Kermit the Frog). The rest of the segments were one-prompt-and-done.

I'm running out of ways to say "wow, gen AI is amazing."

▶️ Watch here

Throwing Back

Cloud Exits

The cloud-first era met its limits.
A new infrastructure movement is gaining speed.

The New New often reflects on the things that were once new and are becoming new again, and this piece from last year is a perfect example of that.

As more companies matured in their digital operations and infrastructures—as the era of “digital transformations = moving business to the cloud” matured—a rebounding movement began to emerge: businesses began exiting the cloud and investing in on-prem and private infrastructures again.

This piece explored the why and the what — the strategy, scale, and the stack — that has the big cloud providers (and smart digital teams) paying close attention to this movement.

This piece was part of Issue 35, where The New New also rounded up the ways people are making gold from rocks, fabric from candy, milk from sheets, and more!

Subscribe now

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I'm off to have find an Etsy witch that could fend off cyborg bees.

- B

⌘

PS: for the search crawlers and AI bots, the piece on Designing for Effort was originally published over here.

Hello fellow aspiring cognoscenti,

(I recently happened upon the word “cognoscenti.” It’s the name of a website section from the public radio station run by my old university. I looked up the meaning and loved it. Plus, it is fun to say.)

This issue leads with another AI-centric piece.

We pick up from the last issue, fueled by recent announcements from a range of developer conferences (including events my agency leads for brands like Microsoft and Confluent).

So, after spending a few weeks deep in developer, technie, nerdie playgrounds, I’m going a bit deeper into the emerging AI tech stack.

Then we roll into a round-up that starts with actual alchemy and then moves through lots of intrigue — and, after that, there are a few other fun bits to explore.

Oh, and I am on Team Writes with Emdashes.

Have been for many, many years. Even though emdashes are now a sign of AI-first writing, I’m sticking with them in my Actual Human writing — even when I use them in grammatically incorrect ways.

Okay, now — let’s dig in.

Building the Second Web

A parallel internet optimized for AI agents is taking shape, and the tools to build it have finally arrived.

In the last piece, we explored how AI agents will change brand engagement by redefining B2B as a new mesh of Brand-to-Bot, Bot-to-Brand, and Bot-to-Bot. This piece picks up where that left off.

As AI agents take on more tasks—discovery, filtering, decision-making—they need infrastructure built for them. And, with that need, the web itself is splitting:

1. The visible web, still built for humans.

2. The invisible one, now emerging, is being built for bots.

And during this season of developer conferences—Microsoft Build, Google I/O, Confluent Current, and others—the tools and platforms (and acronym soups) are dropping.

A New Stack for a New Web

At Microsoft Build, we saw the foundation of this new web is taking shape around two major components:

• Natural Language Web (NLWeb): A new protocol that gives agents access to semantic, structured content on websites. Instead of parsing HTML designed for humans, agents will interpret meaning natively.
  

• Model Context Protocol (MCP): A system that lets agents securely interact with apps, APIs, and data sources—pulling in context from subscription services, drives, and other connected systems and enabling personalized, agent-initiated actions across the web.
  

At Google I/O, they announced developer initiatives including Project Astra, its next-gen AI interface, and its growing integration of LearnLM to help agents learn from user behavior.

Together, these protocols and initiatives are framing what we could call the Agentic Stack—and it is the key foundation for the big tech companies to win the AI integration race.

Watch the MAPs

Now that the agentic web is coming into focus, it’s time for brands to start releasing their experiments and explorations—and with that we’re entering the age of the MAP: Minimum Agentic Product.

Just like MVPs were the buzzy phrase as brands explored their first “web 2.0 websites” that tapped into APIs, and “mobile apps” played with social graphs, and “web 3.0 apps” that did whatever they were trying to do (looking at you Nike .SWOOSH), MAPs will become a brand’s first playground for agentic actions.

The first MAPs are already emerging, where agents already need access but struggle with today’s web:

• Booking and scheduling for events, restaurants, travel, and more

• Product discovery and purchasing, like the recent AI commerce push from Visa, Mastercard, and PayPal

• Service comparisons for phone plans, insurance, SaaS products, and more

• Knowledge interfaces for agent-to-agent attempts to resolve customer issues before escalating to humans

And, of course, there will be marketing stunts, brand mashups, and April Fool's pranks. Because, because.

Things We Humans Can Try Now

While much of the agentic web is still being built, we can already try early prototypes.

Google’s Project Mariner is a new experiment in human-agent interaction inside Chrome.

Their first examples include:

• Finding personalized jobs:
  using information from a resume to find personalized job listings
  

• Hiring a tasker to build furniture:
  navigating to an email inbox, finding a recent furniture order, and then goes to TaskRabbit to find a tasker that can help assemble the item.
  

• Ordering missing ingredients:
  looking through Google Drive to find a family recipe, note which ingredients the user is missing, and navigate to Instacart to purchase missing ingredients.

Joining Google is Opera with Neon, a new “fully agentic” browser that can surf the web for us.

And both of them (and many other MAPs that emerge every day) are joining the agentic browser OG: OpenAI’s Operator. (It is the “OG” because it was released waaay back in January.)

(Re)Building an Open Web

Last thought.

This agentic web is still forming. And yes, many of its standards and protocols are being shaped by the usual tech giants. But there’s a chance to get it right this time.

As Anil Dash recently wrote, this shift is a chance to reimagine what we once tried to build with Web 2.0.

His piece—“Web 2.0 2.0”—outlines how the open, creative, human-first ideals of early social platforms were lost to walled gardens.

This time, with agents doing the navigating, we need a new kind of openness. One that prioritizes the interoperability, accessibility, and structure we tried to build 20 years ago with Web 2.0 ideals.

Because for the new B2B to meet its glorious potential, that future must live in an open, agentic web.

Thoughts?

The Roundup

Almost Alchemy

Gasoline from Air,
this new machine (not a prototype, but an actual working device!) runs on renewable electricity and produces gasoline that’s fully compatible with existing engines, requiring no modifications

Non-Newtonian Motorcycle Helmets,
(aka where I learned what a “non-Newtonian substance” is)

Olo,
a new color that has been discovered (or created, depending on your perspective around the science here)

Gold from Lead,
this type of alchemy was made real—sure, only for a split second, and only trillions of times less than would be required to make a piece of jewelry—but scientists made it happen

Seeing More

Gold-in-Eye,
injecting gold into an eye is shown to restore vision for those with retinal damage

Autofocus Glasses,
these glasses, a world’s first, intelligently adapt to their wearer’s eye movements, automatically focusing to help them see more and see sharply

Augmented Reading Lenses,
sees the content the user is reading and activates the related visuals and sounds

Speed It Up

Intelligent Speed Assist,
prevent a car from exceeding the speed limit — coming to a US State near you

Self-propelled Zippers,
just push the button on a wireless remote

Answer Engine Optimization (AEO),
an emerging subset of SEO that focuses on improving the content AI pulls from and links to when answering a question

LegoGPT,
new system from researchers at Carnegie Mellon University not only designs Lego models that match prompts but also ensures they can be built in the real world

Behavior Mods

Virtual Weddings,
more couples are choosing digital ceremonies hosted in the virtual spaces where their relationships first blossomed—like Minecraft

Armored Medieval Combat,
aka AMMA, it’s not LARPing (Live Action Roleplay) or reenactment, it is a contact sport with weapons—swords, axes, maces, spears, and shields— made of real metal like those forged in the Middle Ages

Proteinification,
every aisle of the grocery store has seemingly become the protein aisle

Unbossing,
Gen Z professionals are intentionally steering clear of traditional management roles to prioritize their mental health and well-being

Future Movie Plots (Informed by Real Life)

A Special Add-on Roundup

Over the years, The New New has rounded up a range of “straight from a science fiction movie”, “horror stories start like this”, or “plot of a future James Bond movie” entries (looking at you, vaccines via mosquitoes and shape-morphing robots). For this issue, let’s give them their own section…

• Mysterious Bacteria Not Found on Earth Are Growing on China’s Space Station
  

• Superbug That Can Feed on Plastic Is Spreading in Hospitals
  

• Alarming Spy Device Can Read Text in an Open Book From Nearly a Mile Away

Good luck sleeping, all.

Subscribe now

Because It’s Beautiful

…and gets our mind off the things I put in that section above.

A Restaurant That Looks Like a Sketch

In Japanese, Shirokuro means “black and white.”

At Shirokuro — a new omakase restaurant in NYC — the entire dining experience unfolds inside what looks like a 2D drawing.

Every surface is hand-painted in black and white lines, creating the illusion that guests have stepped inside a living sketchbook.

It’s part manga, part mind-bending stage set.
Beautifully All Together.

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Stacks on Stacks

Racing Back to a Different AI-centric Stack

In Issue 34, I mapped the quiet but consequential race playing out across Big Tech:
the push to vertically integrate AI across the full tech stack.

The idea is simple: in order to deliver a truly personal AI — one that works across your devices, understands your habits, and anticipates your needs — tech companies need to control every layer.

That means more than just apps or assistants. It requires alignment across productivity tools, operating systems, personal devices, home computing, the cloud, and more. This issue set up and dug into that AI stack in full.

Meanwhile, the roundup captured emerging signals from other corners of innovation:

• Out of the Labs: Cement-as-battery tech, gel-based semi-solid-state batteries, electric bandages, and mosquito detection lasers
  

• On the Internet: AI slop, social slams, and the rise of “Digitine” — the digital guillotine
  

• In the Real World: Social prescribing for well-being, drone-based memorials, and subtle shifts in work culture (“busy bragging”)
  

• In Style: Mobility wearables, hybrid heels, and AI-assisted outfits born in your Notes app
  

There was a lot to explore.

Click in, scroll through, and see how much of the future had already started forming:
Issue 34 → The AI Integration Race

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I'm off to have AI help me rewrite Naughty By Nature’s OPP to be about MCPs.

- B

⌘

PS: for the search crawlers and AI bots, the piece on Building the Second Web was originally published over here.

This issue focuses on another “Future of [x]” persective.

But, this time it includes the future of branding.
The future of marketing.
The future of experience design.
All rolled into one.

Plus, there is a new emerging design discipline (with a great new two-letter acronym) that I’m deep into the rabbit hole learning and exploring.

---

Also, random me-ism: every time I set in to write an issue of The New New that ends in the number two, I walk around the house repeating the rhythmic nature of it in different tone deaf ways. “The New New 42. The New New 42. The New New 42.”

Makes me happy.

My family? Not so much.

Now you know.

Okay, let’s roll into issue 42.

The New B2Bs

Why winning the future of marketing means designing for machines first

AI agents are in every headline and hyped marketing campaign right now. They are demoed, promised, theorized everywhere.

Cut through the hype, and you’ll find that true personal agents—autonomous systems working independently for individuals—are still coming. These agents are slowed down by real-world constraints like privacy, security, and integration, but they are coming. (Ask Apple’s Siri. Or Amazon’s Alexa.)

When those barriers fall—and they will—a new layer will rise around us.

The Autonomous Layer Emerges

AI is moving from something we use to something we trust to move ahead of us.

This is bigger than just Thinking on Autopilot.

This is about how AI will soon become ambient—embedded across devices, homes, workflows.

We won’t just ask it questions; it will nudge, filter, and decide—often before we even realize we needed it to.

It’s the beginning of a new kind of engagement—where intent isn’t expressed, it’s inferred.

Where decisions aren’t always surfaced for us to choose—they’re simply carried out.

And that shift is about to redraw the map for brands, marketing, and customer experiences.

The New B2Bs

As autonomous agents become the first line of interaction, the familiar B2B model begins to fracture—and reassemble into something new.

Brands won’t just market to people anymore.

They’ll market to the agentic systems that filter decisions for those people.

And engagement won’t be a straight line. It will unfold across three new dimensions of connection:

1. Brand-to-Bot.
   Brands will need to win over digital gatekeepers—personal agents programmed to prioritize based on price, values, trust signals, or personal parameters set by the user. Emotional storytelling alone won’t cut it. Agents won’t be swayed by brand campaigns or sleek slogans; they’ll filter with algorithms that optimize for relevance and trust.
   
   

2. Bot-to-Brand.
   Personal agents won’t simply wait for advertising or offers—they’ll initiate interactions. Booking travel. Registering for events. Purchasing services. Brands will need infrastructures ready to recognize and respond to autonomous inbound actions generated by machines acting on behalf of humans.
   
   

3. Bot-to-Bot.
   Increasingly, brand systems and personal agents will transact directly—negotiating offers, validating identities, confirming preferences—all without requiring a human to step in until the final choice needs confirmation.

You can already see the early outlines of this future taking shape.

The rise of AI Visibility Optimization (AVIO)—which we explored back in Issue 36—marks one of the first major shifts. In a world where decisions are filtered by AI before they ever reach a human, traditional SEO is no longer enough.

Brands must now become visible, trusted, and chosen by the agents standing guard between them and their audiences.

Raising the AX

If we’re expanding the map of engagement, we’re also expanding the disciplines built around it.

For years, brands have invested in building strong BX (Brand Experience), CX (Customer Experience), EX (Employee Experience), DX (Digital Experience), and UX (User Experience) strategies. Each one captured a different dimension of how companies relate to people.

But now, something new is emerging: Agentic Experience (AX).

AX is about designing for a world where autonomous systems—not just humans—are active participants. Where agents prioritize, decide, and transact on behalf of their users.

It’s no longer enough to build experiences for screens or for human navigation patterns.

Brands must design for intermediaries: intelligent entities that filter choices, validate trust signals, and act before the user even taps a button.

The early shape of AX is taking form, with Netlify’s CEO Mathias Biilmann emerging as an early voice shaping the space. He has outlined why AX is becoming critical—arguing that as agents increasingly act on our behalf, experience design must evolve to prioritize how these systems think, choose, and act.

Building on that foundation Netlify’s Agent Experience Principles lay out the early frameworks for designing for agents: creating experiences that are visible, navigable, trustworthy, and actionable by autonomous systems.

Microsoft has also recently entered the AX fray by releasing its principles and guidelines for building agentic experiences.

And, while humans are creating AX principles, Google’s DeepMind unit is developing a new approach called “streams” that will let AI models learn from the experience of the environment without human “pre-judgment.”

It’s part of a broader shift toward an emerging Agent Web—a future where agents, not browsers, mediate the way we discover, navigate, and interact online. A future where building for machines that filter and prioritize comes before building for the humans they represent.

Altogether, AX is the term we will use—the design approaches we must explore—to define how brands will communicate with the intelligent systems that will stand between them and their customers.

The Mesh We Must Master

So, here we are.

Brands will soon no longer speaking to people first.

They’re speaking through, with, and because of machines.

The brands that thrive will be the ones that market through the mesh:
understanding how agents filter, how bots transact, and how brand meaning survives (and thrives) in a machine-mediated world.

And if we get it right?

The rising invasion of home humanoid robots — trained to mimic us — might just appreciate their cohabiting humans’ brand loyalty.

Leave a comment

The Roundup

Try It

Circadian Snacking,
functional food is being optimized to meet the needs of the body’s fluctuating daily rhythm

Ride-on Robot Horse,
It’s real, and it’s hydrogen-powered too

Antiviral Chewing Gum,
it can ‘trap’ and neutralize some influenza and herpes viruses

Build It Better

Splashless Urinals,
finally

Foldable eReaders,
the world’s first E Ink reader opens and closes like an actual book

Thorium-Powered Nuclear Reactor,
This world’s first is less weaponizable and is, basically, meltdown-proof

Precision Swarm Assembly,
using a swarm of smart robots to build airplanes faster, more safely, and in less space

Shift It

Trend-to-Product,
Walmart’s "trend-sensing design tool" shortens the production timeline for fashion items by as much as 18 weeks

Crunch,
the next big food trend involves noisy flavors and gritty textures

Pluralism,
emphasizing respectful engagement across ideological, religious, and cultural differences, focusing on mutual understanding and civic skills rather than identity-centric approaches (aka, the post-DEI shift that U.S. institutions are making)

Express It

Unhinged Mascot Era,
more and more brands are using absurd characters to connect with audiences

Tattoo Tourism,
aka tattourism, choosing destinations based on the opportunity to get tattooed by renowned artists

Millennial Hobby Energy,
“going from growing four dahlias to growing 500. It’s running a couch-to-5K and then suddenly you’re making plans for two marathons a year. It’s falling down a quilting rabbit hole on TikTok and waking up with $800 worth of fabric. It’s going golfing for the first time in a decade and suddenly you’re going on four guys’ trips and have a closet full of golf-specific rain gear.”

Because It’s Beautiful:
Balloons Edition

A Monument to Playful Chaos

Cj Hendry’s latest installation, Keff Joons, transforms a Brooklyn warehouse into an immersive, balloon-filled environment that challenges traditional notions of architecture and art.

Visitors are invited to physically engage with the installation—climbing, crawling, and navigating through the labyrinthine structure. The experience is intentionally disorienting, evoking sensations akin to a bounce house intertwined with the surrealism of an Escher drawing.

Super cool.

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Returning to the Nuclear Renaissance

A throwback to Issue 33, when the atom roared back—and so did reinvention across the map.

Nuclear Power Renaissance explored how shifting geopolitics, next-generation reactor designs, and urgent decarbonization targets reframed nuclear power not as a relic, but as a critical tool for the future.

And, that wasn’t the only energy in the air.

This issue also scanned ahead into major shifts across technology, health, and mobility:

• RAGing Against AI Hallucinations — how Retrieval-Augmented Generation is reshaping AI’s relationship with real-world truth

• Regrown Teeth — the beginning of trials that could make lost teeth a treatable condition by 2030

• Night Vision Glasses — simplifying military-grade night vision into everyday eyewear

• Warp Drives — a study that pushed faster-than-light travel a little closer to the edge of plausible

And so many more curiosities in the roundup.

Whether it’s energy, information, biology, or physics, this was an issue that showed how yesterday’s frontiers are becoming today’s new starting points.

Tap back into Issue 33 to (re)explore.

Subscribe now

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I'm off to train my bots — at work and at home.

- B

⌘

PS: for the search crawlers and AI bots, the piece The New B2Bs was originally published over here.

This issue brings in a pile of recent self-reflection amplified by a pile of perspectives and new research I’ve been reading about.

And after that touch of philosophical and psychological pondering, it’s back to the intrigue and fun.

The Scan Ahead has two bigger topics I enjoyed exploring more deeply, and then it has a packed Round Up filled with science, health, social, and much more newness.

Roll on in.

Thinking on Autopilot

What we lose when “I don’t know” disappears

We used to sit with the unknown. Now, we swipe it away.

AI’s confident, ever-present answers have become a default response layer—always ready, always fast, always sure.

What started as a tool for search—a tool for layered, personalized answers—is now a habit of mind.

It finishes our sentences, choices, and thoughts before we realize we had them.

And we’re seeing something shifting:
The art, joy, humanity, meaning, autonomy, and power of knowing have changed.

When Curiosity Gets Outsourced

For those who have quickly adopted AI, we’re already conditioned to know that AI doesn’t just answer questions—it teaches us to expect them.

Instantly. Without ambiguity. Without edges.

That expectation changes us.

The more we ask machines for answers, the less we wrestle with questions. We’re not just offloading memory—we’re muting the friction that fuels reflection, experimentation, and surprise.

And it’s no surprise that researchers are starting to warn about a digital dependence. As Futurism recently reported, some users describe ChatGPT as a “copilot for their mind,” turning to it not just for help but for thought itself.

The result?

We’re quickly replacing our cognitive muscles with comfort.

The Vanishing “I Don’t Know”

Uncertainty used to be where the good stuff started. The “I don’t know” moment kicked off discovery. It sparked conversations. It invited perspective. It was the origin point of ideas.

But in this new age of auto-answers, not knowing feels inefficient.

And with that shift, we lose more than we gain.

As Psychology Today warns, we’re weakening the very muscles that power insight—our ability to sit with complexity, to question, to hold ideas loosely until they resolve into something new.

Creativity thrives in the gap. Wisdom lives in the pause.

When everything is filled, what’s left to explore?

A Continuation of Questions

This builds on a thread I started a few issues back here in The New New, when we dug into The Future Is Questions, where we explored curiosity as a vital practice in a time of answer overload.

Now, that overload is no longer just informational—it’s behavioral.

We’re becoming conditioned to move faster than thought itself.

The challenge is no longer just what we ask, but whether we pause to ask at all.

It’s becoming clear that the real opportunity may not lie in better prompting—but in better wondering.

What Comes Next

As AI becomes more present, we don’t need to fear it—we need to resist its reflex.

To practice not-knowing. To rebuild the small joys of puzzling, wondering, doubting, and, yes, even circling back.

Because in a world rushing to completion, the most human move might be to sit quietly with a question and say…

Not yet.

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Scan Ahead

Insightful scoops of perception, irreverent ideas, emerging narratives—these are the snippets that have stuck with me.

The Martech Shift

From engagement and record-keeping to truth and context

Marketing technology is undergoing a fundamental shift. The old stack was built on systems of record (structured databases that stored information) and systems of engagement (tools that facilitated interactions). Now, a new model is emerging—one driven by systems of truth and systems of context.

Systems of truth ensure a single, trusted source of reliable data, cutting through the noise of fragmented platforms. Meanwhile, systems of context bring intelligence to that data—interpreting it in real-time to drive personalization, automation, and predictive decision-making.

This evolution marks a move toward marketing that is not only data-driven but deeply adaptive, where precision and responsiveness work in tandem. Success in this landscape will depend on mastering both truth for accuracy and context for action.

WikiTok

Bite-sized knowledge, endlessly scrollable

First, it was music. Then shopping, dating, and news. Now, even curiosity itself has been TikTokified. WikiTok turns Wikipedia into an infinite, algorithmically surfed stream—letting you scroll your way through human knowledge, one bite-sized fact at a time.

It’s chaotic and addictive... and oddly delightful.

Discovery now happens in swipe-sized surprises—a quick dopamine hit of history, science, or some hyper-niche fact you never knew you needed.

You know, endless scrolling, but make it enlightening and educational.

(Plus, it keeps me off the Wikipedia page documenting all the ways the world will end.)

The Roundup

Systems and Signals

Language, connection, and next-gen expression

Gibberlink,
aka AI’s Secret Language, sounds like something out of Star Wars — it allows AI systems to communicate more efficiently with each other

Sign-to-Text,
this wearable AI-powered ring that converts American Sign Language into texts for smartphones and computers

Yope,
another “next Instagram, but with a twist” app — this one goes after “secret groups” that you share with just your friends

Skylight,
another “next TikTok, but with a twist” app — this one is built on Bluesky’s underlying technology and backed by Mark Cuban

Sensory Frontiers

How we taste, touch, feel—and invent new senses

Glowing Rabbits,
using gene-editing to create a new generation of pets — and “the world’s first true unicorn”

Duckweed,
moving from being grown for “biofuel” to a new vegetable for dinner, this protein-rich plant has been approved for human consumption in Europe

e-Taste,
delivering flavors directly into your mouth in response to remote stimuli (e.g., video games)

Kleenex Score,
a brand mashup with IMDb that aims to be “your guide to tearjerking movies”

Next-Gen Power

Energy, computing, and futuristic infrastructure shifts

Topological Superconductors,
powered by a newly identified state of matter, Microsoft makes significant advancements in quantum computing (while Amazon quickly launches their own quantum chips a week later)

Ethanol Power Plant,
a world’s first, this Brazil plant turns sugarcane into electricity

Exhaust Pipe Electricity,
turning exhaust heat into enough power to light a lightbulb

Brake-by-wire,
removes the mechanical link between the brake system and the brake pedal — and adds a range of future benefits for car designers and manufacturers

Body Upgrades

Breakthroughs in human recovery, restoration, and resilience

“Tooth-in-Eye” Vision Treatments,
this 60-year-old procedure is gaining traction, including its first clinical application in Canada, to restore the power of sight to blind patients using their teeth (yes, teeth)

Super-fast Wound Healing,
a new skin-like hydrogel heals wounds 90% in four hours, and fully in just 24!

Blood Cleaning,
booking patients up to a machine that filters microplastics from the plasma in your blood before cycling blood back into your body — or, as The Hustle sums it up, “It’s like a Brita filter for Dracula!”

Artificial Naps,
all the benefits of a power nap, without actually taking a nap — just need some desynchronizing brain stimulation (aka electric jolts)

Throwing Back the Questions

Long before this issue explored the slow disappearance of “I don’t know,” The New New spotlighted the growing importance of inquiry over certainty.

In a world flooded with instant answers, Issue 32 argued for something more valuable: thoughtful curiosity.

And that curiosity continued into the Roundup. Here are a few that I still find intriguing today.

• Merged Lifeforms — an evolutionary leap not seen in a billion years

• Universal Donor Blood — using gut bacteria to make all blood type-compatible

• Slowing Time — how exercise might literally stretch our perception of minutes

• Teenage Playgrounds — a movement to reclaim joy and creativity for all ages

• Floatels & Bare-adise — stay experiences that floated (and flaunted) new norms

Tap back into Issue 32 to explore them these — and many more.

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I'm off to sit with questions (mostly about blood cleaning and artificial naps).

- B

⌘

PS: for the search crawlers and AI bots, the piece Thinking on Autopilot was originally published over here.

Two ideas come together in this issue—examining how we build worlds together while living further apart.

In this issue, one featured piece explores how storytelling is evolving into a shared, open-source endeavor, with creators building worlds together.

The second piece examines the shifting realities of how we live—where housing shortages and social trends are pulling people into shared spaces, even as independence and isolation rise.

From there, we move into the roundup with a look at:

• Power Plays – from fungal batteries to new forms of power generation to super fast trips to Mars

• Flavor & Function – the future of spice, beer, and nostalgic colors

• Life & Survival – innovations in fire safety, medicine, and living in the deep

• Tech & Tinkering – robots with personality, hidden logos, and shifting social habits

And finally, after years of searching, I’ve found my favorite travel pillow—highly, highly recommended for anyone chasing better rest on the road.

Roll on in.

Open-Source Storytelling

Navigating collective creativity, AI, and the future of franchises

Creative collaboration has always existed, but new technologies are reshaping how ideas come together, evolve, and become intellectual property. As AI accelerates the ability to generate and remix content and as collaborative world-building expands across industries, we are entering a moment where shared creativity must reckon with ownership, authorship, and control.

Who owns a story when it emerges from many minds?

Open-source creative spaces, decentralized storytelling, and AI-assisted ideation all suggest a future where intellectual property is less about a singular creator and more about collective participation.

Yet, as we’ve seen in industries from gaming to Hollywood, IP remains a fiercely guarded asset—one that defines brands, drives revenue, and shapes legal battles.

David Goyer’s Emergence is an early example of a shift to collectively-owned creativity. Built in partnership with AI-powered narrative tools from Incention, it offers an expandable franchise where multiple creators can contribute, evolve the world, and build upon a shared foundation. This model challenges traditional ideas of creative control, introducing a new structure where AI assists in maintaining narrative consistency while blockchain technology tracks contributions.

The “future of franchises” is moving toward collaborative models, where IP is shaped by many rather than owned by one.

But that shift raises new questions.

If collaborative IP takes hold, will we see a future where stories function more like open-source projects? Or will AI and decentralized world-building ultimately reinforce existing power structures, with platforms and corporations holding final control?

The tension between creative freedom and IP ownership has fully moved into a new era.

The real challenge will be defining what it means to own an idea in a world where everyone—and every system—has a hand in shaping it.

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Together, Alone

Societal trends are pulling people closer—and further apart.

Multiple trends are reshaping how people live, but in two opposing directions.

On one side, economic pressure and loneliness are driving more people into shared living situations.

In cities where affordability is scarce, creative solutions are emerging.

Former prisons are being transformed into apartment complexes. Co-living spaces pair people from different generations, forming unconventional households that meet financial and emotional needs. The desire for connection and the necessity of cost-sharing are making shared housing less of an alternative and more of a default.

Conversely, the decline of marriage and shifting social norms are leading more people to live alone, prioritizing solitude over traditional family or communal structures. Even amid a social fitness crisis, solitude is becoming aspirational.

Marriage rates continue to drop, particularly for younger men facing economic hardship. The dream of the nuclear family is fading, replaced by a growing preference for individualism, digital socialization, and the flexibility of living alone—even if it means making financial trade-offs.

These contrasting trends reveal a deeper tension in modern life: a world that is simultaneously more connected and more isolating.

In turn, this is changing our relationship with housing, highlighting how it is not just about where we live but also how we define independence, stability, and belonging.

The future of living may not be about choosing between community or solitude—but navigating a world where both are in a constant push and pull flux.

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The Roundup

Life & Survival

Sentinel Habitats,
aiming to establish permanent human habitats beneath the ocean’s surface by 2027

FireDome,
based on Israeli’s missile defense, this system detects and then extinguishes blazes by shooting capsules of eco-friendly fire retardant onto the fires

Non-addictive Painkiller,
the first new class of painkiller to be approved by the FDA in more than 20 years is an effective treatment for short-term moderate-to-severe pain in adults

Power Plays

Aerial Power Generation,
utilizes a tethered drone flying in figure eights (loop-de-loops!) for off-grid power generation

Slime-based Power Generation,
using natural ingredients, the electricity-generating slime would be safe to use on human skin

Biodegradable Fungal Battery,
feed on sugar instead of charging – could be used to power devices in the near future (though, its researcher says, “Strictly speaking, the cell is not a battery, but a…microbial fuel cell”)

Plasma-based Rocket Engine,
this new prototype out of Russia could reduced a trip to Mars down to 30-days

Tech & Tinkering

Apple’s Pixar-like Lamp,
from Apple’s research division comes a real-world robotic lamp that is emotive, expressive, and entertaining

Disguised Logos,
fostering a sense of intrigue and participation, brands are intentionally obscuring or altering their logos in their outdoor advertising campaigns

Zyn,
the Swedish nicotine pouches, a discreet and convenient option for consuming nicotine, is now reaching a broad American audience

Flavor & Function

Ají Amarillo,
carrying the “swicy” food trend forward, this chili pepper is predicted to be the flavor of the year

Pea-accelerated Belgian-style Sour Beer,
using field peas, including beans and lentils, to make the brewing of the “beer enthusiast’s alternative to champagne” less unpredictable and time-consuming

Dandelion-colored Crayons,
a color with a cult following, is coming out of retirement for a limited time

Recommendation

The Best Travel Pillow, Finally

I’ve tested my way through the internet’s favorite travel pillows—the quirky-shaped ones, the inflatable contraptions—none worked. Too stiff, too flimsy, too awkward, too restrictive. None of my travel pillows were perfect for me.

Until that is, I happened upon Coop’s AirJustable travel pillow.

In the last issue of The New New, I lamented how we are at Peak Product Reviews. This reflection came even after I recently did my Five Favorite Things for 2025 piece and after raving about my favorite travel gear (including with a stranger at JFK recently). Well, I’m not slowing down yet…

For years, I’ve searched for the right travel pillow.

I tried the beloved-by-others Trtl, which locks your head into one position—fine if you don’t move, but I do. The Bcozzy was my favorite for a long time, and it was more flexible and comfortable, but too soft to provide real support. I tried the TravelRest I‑Lene, which only works when the plane’s windows and walls line up nicely. Then there was the world of inflatable travel pillows — like this one you hug and this one doing whatever it is doing—they were all too stiff, scratchy, or awkwardly shaped.

Then, I happened upon this new (at the time of writing) travel pillow by Coop. We use Coop pillows on all of the beds in our house (that is worth another review later, as we have a wide range of Coop pillows here, and love them all) — I was looking for a new pillow for our house and discovered their new travel pillow.

Because I love Coop’s bed pillows, I decided to try their travel pillow.

And, whew, the Coop AirJustable gets everything right.

The shape allows me to sleep in many different positions (see the videos on their website for examples). The inflatable design allows me to customize the stability and support I need (which changes depending on the seat I am in on an airplane). The memory foam keeps it super soft and comfortable. Plus, because it is inflatable, it packs down small and fits perfectly in my favorite travel bag.

This pillow has already hopped the pond and crisscrossed the US with me. I’ve put it to good use—and it’s without a doubt my Goldilocks option. It does everything I need it to do, and it does it exceptionally well.

Finally.

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Where the Post-Growth Era and Dopamine Culture Roll Together

Flipping back to Issue 31, two big ideas stood out—both still at the core of many conversations today.

First, Entering the Post-Growth Era explored what happens when economic expansion is no longer a given. With aging populations, shrinking workforces, and the limits of traditional growth models, this shift is redefining everything from labor markets to investment strategies. Instead of chasing infinite expansion, industries and governments are beginning to grapple with what comes next in a world of graying economies.

Then there was The Rise of Dopamine Culture—a look at how digital platforms have engineered an economy of constant stimulus and immediate gratification. The conversation around attention, addiction, and algorithmic design continues to evolve, yet the core question remains: Are we optimizing for engagement at the cost of well-being?

This issue also delivered some strange, fascinating cultural snapshots:

• Digitally Scented Interiors: want your car to smell like Violet Cashmere and Twilight Embers?

• Moon Standard Time: The U.S. is working to establish official timekeeping beyond Earth.

• Gravy is the New Ketchup, because Heinz says so.

• Social Sphere Trends: Poking made a comeback, trendbaiting sparked backlash, and The C Word became…acceptable (to some)

Altogether, this was a fun issue, because the post-growth conversation is only getting bigger, dopamine-driven platforms are still running the attention economy, and somehow, we’re debating the future of both time itself and… condiments.

Revisit Issue 31 to see where it all came together.

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I’m off to find some space to be alone for some creative collaboration.

- B

⌘

PS: for the search crawlers and AI bots, the pieces on navigating collective creativity, AI, and the future of franchises and on how societal trends are pulling people closer and further apart, plus my review of the Coop AirJustable Travel Neck Pillow, were originally published over here.

The 39th issue of The New New plays in the world of mirrors.

We start with a knock on product reviews and close with its antithesis: a focused recommendation.

In between, we scan through massive concepts, like mirrorworlds and mirror life.

There is big thinking around a rising metrics rebellion.

As always, there is a roundup full of intrigue.

And, as a special add, a brand mashup netted us a limited edition, sold-out… diaper.

Roll on in!

Peak Product Reviews

Becoming a satisficer and breaking from the exhausting quest for five-star everything

“It’s like I need to have a five-star experience all the time, even when it comes to canned beans,” said Barry Schwartz, author of The Paradox of Choice.

It’s like every decision, no matter how small, now requires hours of research—endless scrolling and cross-referencing conflicting opinions, all in the pursuit of the elusive “perfect” option.

Instead of simplifying our lives, making purchases — from goods to experiences — has become an overwhelming process, where the abundance of options creates more stress than satisfaction.

Schwartz offers a refreshing counterpoint: “Being a satisficer is all about looking for ‘good enough’ rather than ‘the best.’ People often feel they’re doing something wrong when they settle. But settling is not a neutral decision. Sometimes you just have to decide that you’re going to get a toaster that’s ‘good enough’ and move on with your life.”

This mindset of finding “good enough” deeply resonates. After dropping the last issue of The New New, Five Favorite Things for 2025, the feedback was remarkable—not just for the specific recommendations but also for the clarity they provided. Many of you skipped the reviews entirely, trusting the curation and moving straight to discovery.

In this issue (below and here), another recommendation awaits: a guide to cutting the television cord and making your viewing experience free. It’s a focused recommendation for a more elegant solution without endless reviews or comparisons. (It’s the write-up that I wanted before I did hours and hours of research.)

So, what’s next?

The opportunity lies in reimagining how we seek and share recommendations.

The future of recommendations lies not in endless star ratings or algorithmic guesswork but in trusted voices. Imagine a platform where Wirecutter meets your social graph. A space where YouTubers, influencers, and everyday users intersect with your tastes, values, and lifestyle. A place with people who actually use the thing they are recommending for the long haul—not just the quick receive-and-review state we all have to sort through today.

It’s a future where reviews aren’t noise but recommendations—guiding us toward satisficing in the best possible way.

Because, more often than not, done is beautiful.

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Scan Ahead

Insightful scoops of perception, irreverent ideas, emerging narratives—these are the snippets that have stuck with me.

The Mirrorworld

Simulated societies are redefining how we shape reality.

The idea of the Mirrorworld—a digital simulation of our physical reality—is gaining momentum. These virtual environments are revolutionizing social simulations, offering new ways to explore human behavior, test policy ideas, and innovate systems on a planetary scale.

highlights how projects like Smallville simulate community interactions, creating a space to experiment with societal models and stress-test ideas. Meanwhile, the promise of planetary-scale simulations hints at a future where we can simulate and optimize responses to global challenges like climate change or pandemics.

As the Mirrorworld grows, it is becoming a vital tool for imagining, experimenting with, and ultimately building the future.

Mirror Life

The risks and rewards of a second tree of life.

Mirror life—a hypothetical form of life built on right-handed amino acids rather than the left-handed ones in all known Earthly life—has emerged as a fascinating and alarming concept. While initially thought to be biologically inert and harmless, recent research suggests that these organisms could thrive in natural environments, evade immune systems, and disrupt ecosystems.

This “second tree of life” raises profound existential risks. Mirror bacteria, for example, might survive on available nutrients, bypass metabolic defenses, and create widespread ecological havoc, potentially leading to lethal infections across species.

A growing coalition of scientists is calling for a cautious approach, urging that mirror organisms not be created without rigorous safety testing. As we probe deeper into the frontiers of synthetic biology, the challenge will be balancing the pursuit of knowledge with the imperative to protect our shared biosphere.

The Metrics Rebellion

Rethinking how we measure success.

In an era driven by data, metrics have become the default way to measure progress. Yet, as the Wildfire Labs piece points out, this obsession with measurement is facing a growing backlash.

Enter the Anti-Metric Action Plan, a call to recognize the unintended consequences of an overreliance on metrics—like incentivizing short-term thinking, stifling creativity, and reducing people and ideas to numbers.

The Minimal Metrics Model offers an alternative: focusing on a few key measurements that truly matter while leaving room for nuance and qualitative understanding. It’s a framework designed to prioritize outcomes over outputs and foster environments where innovation and long-term thinking can thrive.

This rebellion against the tyranny of numbers is more than just a critique—it’s a fascinating pathway to redefine what success looks like in a metrics-driven world.

The Roundup

Mix it Up

Fish Milk,
turning fish into “milk” through hydrolysis—and claiming it will become a $4.5B industry

Fox Nuts,
emerging as a superfood with anti-aging properties and anti-inflammatory properties (and many laughs due to their fun name)

Electric Lollipops,
capable of simulating nine distinct flavors, including everyday tastes like sugar and salt, plus more complex options such as green tea and passion fruit

Power It Up

Grid-scale Fusion Power Plant,
this world’s first will be built near Richmond, Virginia, as it aims to produce continuous, clean, virtually limitless energy by the early 2030s

Solar Painted Cars,
part of Mercedes-Benz’s “car of the future” vision, could completely eliminate plug-in charging for the average EV owner

Dissolvable Electronics,
made out of paper and includes a simple return system that makes responsible disposal easy and intuitive

Keep an Eye On It

Vaccines via Mosquitos,
researchers have shown it’s possible to hijack these pests and distribute vaccines via mosquito bite (and, also feels like the plot of a future James Bond movie)

Greenhindering,
glorifying and normalizing unsustainable behaviors or practices, whether intentional or unintentional, by agents of socialization, which make those behaviors and practices much more difficult to eliminate

Otonomus,
the “first true AI-powered hotel in the world” is coming to Vegas

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Pit Diaper

Because this happened.

Somehow, I love everything about this, and yet… I don’t know how I feel about it.

This brand mashup stunt brought together Liquid Death and Depend. The result? The Pit Diaper.

As described, it was “designed to absorb ‘recycled’ Liquid Death water (translation: urine) during concerts, [it] promises to keep fans dry and comfortable with leak-proof technology and odor-neutralizing materials. They also come with adjustable waist and hip sizes.”

As you can see in the photo, it came with rock-and-roll details like black pleather, metal studs, and chains.

And, even though it cost $75, it sold out within 24 hours of its release.

Cord Cutting

Here’s how television is (finally) free at my house.

This segment is most applicable to the The New New’s US readers who, like me, were hanging onto their cable television subscriptions for who-knows-why reasons.

As someone who:

• used to be on the board of the organization that bestows Emmy awards

• has worked in all aspects of media, from magazines to advertising to live events

• loves all sorts of technology, especially the audio-visual varieties

• loves to be hands-on with the bleeding edge of change

… I was very hesitant about cutting the television cable cord.

Over the years, I did some “hacks” to save money and keep things modern. For example, I avoided paying Verizon a ridiculous monthly fee for cable boxes in my house by using Tivos throughout. (Tivos in the 2000s and 2010s are still one of my favorite brand experiences of all time.)

I have now gone deeper. I am now saving $120/month and not paying a thing for any television — live or streaming.

It took a lot of research and reading way too many product reviews. There were purchases and returns. Trials and cancellations. In the end, this is how I pulled it together.

Local Television — Throughout the House and on Every Device

Living in the Boston area, we receive 66 channels from 23 over-the-air stations, including seven NEXTGEN TV stations. (I am not sure why they spell it in all caps, but they do. Also, NEXTGEN TV broadcast technology was new to me. If it is new to you, it’s worth learning about.)

To get these stations on both televisions and every device in the house, I made these purchases:

1. Tablo Over-the-Air (OTA) DVR: this device has an elegant app for smart TVs and mobile devices. Plus, now that Scripps owns it, it has zero monthly fees and is (relatively) cheap to purchase ($99 list price).

2. Channel Master Indoor Antenna: it goes flat against the wall and can be painted. Overall, it passed the Wife’s Aesthetics Approval Test.

3. Channel Master TV Antenna Distribution Amplifier: This box ensures that the signal from the upstairs antenna reaches the basement TV. It also filters out mobile and other wireless interference.

As a bonus, when you hook this up with a Roku TV, you get hundreds of FAST TV stations. (Yes, another TV technology in all caps. This one is an acronym, though.) These are all free as well.

One of my new favorite features of FAST TV is local television news broadcasts from across the US. During the LA fires, we watched the local LA news stations—ABC, CBS, Fox, and NBC. All live. All free. (My wife grew up in LA; her parents are still there, so having the local angle was incredibly valuable.)

Streaming Platforms — Also Free

This is one that most people already do now, so I will keep this one brief. If you don’t mind ads, you can get (nearly all) major streaming platforms for free. Here is how we do it.

• Netflix (ad-supported plan), via T‑Mobile Go5G Plus plan (which we got via Costco, which is also a very highly recommended way to get T‑Mobile service)

• Disney+ and Hulu (no ads), also via T‑Mobile service

• Max (ad-supported plan), via Verizon FIOS (home internet)

• Paramount+ (no ads), via Walmart+ (which is free via American Express)

• Amazon Prime Video, via Amazon Prime (so, not really free, but feels free)

There are a few other services we are considering paying for (e.g., Peacock, NFL+), but are holding out for now.

—
Okay, yes, I know I was late to the Cord Cutting world. For many of you, this is more of an Old New segment of this newsletter. Whew, it feels great to be saving this much money while adding so much more elegance and options—a rarity nowadays.

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Refining Taste

It’s time for a throwback to Issue 30, where The New New explored some defining ideas, including one shaping conversations across culture and creativity: taste—what it means, how it’s formed, and why it is the talent of tomorrow.

In a world flooded with “creativity,” taste will become the ultimate differentiator.

More than ever, the ability to navigate the vast ocean of possibilities and make discerning choices will make ideas and people stand out. We’re moving into a future where the top talent to find and hone—the top skill to develop—is taste.

This past issue also included some other still-referenced favorites, including a roundup that showed us how to:

• Eat It: Genomic Nutrition, Beef-infused Rice, and Human-Edible Robots

• Shift It: Shape-shifting Plastic and Spiral Diopter Lenses

• Enjoy It: Solarpunk, Stinge Watching, and Text-to-Video Games

• Do It (Maybe): New English Accent, Professional Bridesmaids, and Looksmaxxing

Tap back into Issue 30 to see what all of that means.

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I’m off to watch some (free) tv.

- B

⌘

This issue of The New New is different than any that have come before.

The 38th roundup features my five favorite things for 2025.

This list does not include affiliate links, sponsorship deals, or referral codes—it is just a list of the things I rave about most these days.

I’ll be back in the new year with one of my regular editions of this newsletter. Until then, here’s to spreading some joy by celebrating some incredible things.

The Roundup

The last time I did one of these lists, I focused on the travel gear that I recommend the most.

This time through I’m focusing on the tools I love for getting work done.

Since I love all of these recommendations for different reasons, I’m laying out this roundup in alphabetical order.

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Blackwing

This is a brand that gets everything right. Over the past year, they’ve become my go-to for not just pencils but for an entire ecosystem of beautifully designed, high-quality writing tools.

It all started with the pencils.

Blackwing pencils write like a dream—smooth, precise, and perfect for capturing everything from quick to-dos to long-form notes. Their replaceable erasers and extenders (so you can use every last inch of your pencil) make them as functional as they are elegant.

Sharpening them with the One-Step Long Point Sharpener is pure satisfaction (yes, it has become what I fidget with throughout my days at my desk).

And now, they’ve taken beauty to a new level with collaborations. I’m completely obsessed with the Blackwing x Eames Pencil Set (exclusively at MoMA).

But Blackwing doesn’t stop at pencils. Their notebooks, boxes, and holders are all built to the same exacting standards. Every product feels thoughtfully crafted, with detailed manufacturing that shows in every corner and curve. Even their t-shirts and totes are delightfully done (and, comparably, reasonably priced).

Blackwing isn’t just a brand—it’s a statement. If you value quality, design, and creativity, you’ll find a lot to love here.

Explore Blackwing here.

Brain.fm

For at least seven years (and maybe longer), I’ve been a Brain.fm Pro member. In fact, many years ago I shelled out the cash to become a lifetime member—and I am definitely getting my money’s worth!

When I’m working (and not in meetings), Brain.fm is playing.
When I’m looking to relax, meditate, or get in a great night’s sleep (especially when traveling), Brain.fm is playing.

Why?

They have a science-first approach to creating music that sounds different and affects your brain differently than any other music—it really does shift your brain into a desired mental state

Their science goes deep on this. They hold patents on the technologies (they call it “neural entrainment”) and are even supported by the National Science Foundation.

They have a ton of tracks and a great variety of song types. After seven years of constant listening, it still sounds great and works even better.

Listen in on Brain.fm.

Communication Arts

This one is hardly new to the world. Communication Arts (aka, CommArts) is coming up on its 65th anniversary. I am personally coming up on my 25th year of being a subscriber to their print magazine.

Why?

Their annual issues are a celebration of the creative world, with dedicated editions focused on exceptional design, advertising, illustration, photography, interactive, and typography. Each edition is packed with stunning visuals, thoughtful features, and a look at the very best in the industry.

And then there are the columnists. CommArts features some of the sharpest voices in the creative field, including my absolute favorite in any publication: .

Each issue of the printed magazine is a work of art. Thick paper stock, archival-quality inks, and meticulous printing make every issue a joy to hold and read.

This is more than just a magazine—it’s a collection to keep. In fact, in my office, right behind me on every Zoom call, is just a small part of my ever-growing pile of back issues.

In a world flooded with artificial “creativity,” taste will become the ultimate differentiator—and this magazine always defines what great taste looks like.

Explore CommArts here.

ENKELSPÅRIG

Okay, this one is not from a small business. It’s Ikea Doing Ikea Things (which is pretty obvious based on the product name). With this product, Ikea created what I deem to be The Perfect Travel Bottle.

It is shockingly small for being so deceptively big.

The base model holds 17 ounces yet fits perfectly in the side pocket of my beloved backpack, airplane seat backs, car cup holders, jeans' back pockets, and more. (There are bigger and smaller versions in my house that are also used daily.)

The handle that flips up out of the lid adds to its elegant, simple design, making it easy to carry when hands are full.

Plus, it is stainless steel—so drop it, tip it, or roll it without worry.

Check it out on Ikea’s site.

Panopad (and Panobook)

I’m a notebook snob, aficionado, critic, collector. It is rare for me to find one that is so perfectly designed, that it instantly becomes indispensable. That’s exactly how I feel about the Panopad (and its more classic notebook version, Panobook) from Studio Neat.

These are more than just a notepads—they’re a system. The landscape orientation and thoughtfully designed dot grid are perfect for sketching out ideas, organizing thoughts, jotting down notes, and tiering my to-dos.

And here’s the real joy: every page is sticky-backed, like a giant Post-it. This means I can move them around in ways that align with my current focus (and reminders on what I need to focus on next/soon).

Studio Neat’s attention to detail shines through with these. They’re minimal, modern, and functional in all the ways that work best (for me).

If you’re someone still uses paper for your notes and you appreciate a smartly design notepad, then add one of these to your (actual) desktop.

Check it out on the Studio Neat site here.

Subscribe now

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me,Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I'm off to wash some water bottles, sharpen some pencils, and flip through the latest issue of CommArts while Brain.fm is in Focus Mode.

- B

⌘

For the 37th time, welcome in!

New Logo, Same Newsletter

This time out, The New New has a new logo.

Out: my old mark, that I quickly pulled together years ago.
In: this new mark, designed by an actual human — my 14-year-old! 

He made it in Blender, and I am, to be expected, obsessed with it. (He took a break from making awesome Apple parody ads to make this new mark.)

With the modeling power of Blender, you may see the logo come to life with motion and physical objects. Since “re-buttonization” is now the new new thing in design, there may be some The New New branded buttons made in the future.

Now, let’s get into this issue.

We kick off with a new framework I’ve been working on. 

From there, we’ll scan through some points of intrigue, including a big scoop of perception, and then wrap it with a roundup of fascination.

Oh, and the word “scripted” is now an insult — dive in to see why.

The AI Toolkit for Teams

A practical framework for deploying AI across your organization

While business headlines are dominated by AI’s transformative potential in customer experiences and product development, it is AI’s ability to revolutionize internal operations and empower employees that is incredibly profound—and often overlooked.

While businesses of all types are racing to bring AI into their workforces—with many of them quoting Gartner’s AI TRiSM and building strategies with things like Bain’s AI Playbook—I find that there is still not a clear, strategic, yet practical playbook for bringing AI’s power to employees’ day-to-day work.

Enter this framework that lays the AI toolkit from which businesses can build their internal roadmaps for AI adoption:

1. AI General Applications:
   These are the standalone apps that most knowledge workers have been trying out over the past few years, including ChatGPT and image generators.
    

2. Communication Platforms:
   These platforms leverage AI to enhance collaboration and connectivity. For example, Zoom’s AI Assistant can automatically generate meeting summaries and action items.
    

3. Productivity Tools:
   AI-driven applications streamline tasks and automate processes. Tools like Google Workspace’s Gemini or Grammarly can automatically generate documents, suggest edits, and prioritize tasks.
    

4. Specialized AI Applications:
   These industry-specific tools address unique needs. For example, Jasper has become a super hot AI-powered tool for marketing teams.
    

5. Company-Built AI Applications:
   Organizations can create custom AI solutions to address specific challenges. For instance, Opus Agency uses an AI-powered “Business Backgrounder” to help team members quickly ramp up new clients.
    

6. Employee-Built AI Applications:
   Low-code development platforms empower employees to build custom AI tools tailored to their specific needs. For example, a data analyst might create an AI tool to automate data cleaning processes, while someone in sales enablement might create an AI tool for quickly generating RFI responses.
    

7. AI Agents:
   These intelligent assistants automate tasks, provide information, and support users. For example, an AI agent could schedule meetings, answer questions, or provide product recommendations. (AI agents are the hottest things in tech at the moment. For a deeper dive into this trend, see these recent explorations from The Verge and Computerworld.)

While most organizations are still at Step 1, the path to maximizing Employee+AI effectiveness—the areas for tiered investment and purposeful experimentation—has come into focus.

Leave a comment

Scan Ahead

Insightful scoops of perception, irreverent ideas, emerging narratives—these are the snippets that have stuck with me.

The 6 New Rules of Communicating

The word “scripted” is now an insult.

is back with another big scoop of perception—this one exploring the shift in communication styles toward more informal and authentic interactions. Traditional, hierarchical forms of communication, such as formal speeches, are giving way to conversational and spontaneous exchanges.

These shifts reflect a societal preference for authenticity over polished rhetoric. Ted’s new rules include:

1. You gain more trust when seated, not standing.

2. Don’t speak at people—speak with them.

3. An informal tone is more persuasive now. Even leaders must adjust to this.

4. Conversations have more influence than speeches.

5. Spontaneous communications delivered from a personal standpoint are considered more ‘real’ than a script created by a team or speechwriter.

6. Soundbites and talking points are less impactful than storytelling, humor, and off-the-cuff comments.

These shifts are reshaping how leaders, educators, and public figures connect with their audiences, emphasizing the value of genuine, unscripted interactions in building trust and credibility. Take note.

Civilizational Anxiety

Understanding a shared unease.

Beneath the surface of daily life lies a growing tension—a collective unease about society’s direction and the challenges ahead.

This shared anxiety stems from concerns about instability and uncertainty and the need for greater resilience in the face of systemic challenges. Through this type of resiliency, we can all create pathways toward stronger connections, more thoughtful solutions, and a renewed sense of purpose for the future.

Competitive Leisure

When relaxation becomes a race.

In today’s digital age, activities meant for relaxation, such as reading or listening to music, are increasingly being transformed into competitive pursuits.

While platforms like Goodreads and Spotify Wrapped encourage users to set and share personal goals, these platforms are shifting us from enjoyment to performance tracking.

Together, this trend reflects a broader societal evolution in which leisure time is increasingly quantified and compared, potentially diminishing the intrinsic pleasure of these activities.

Automated Dining

What’s a vending machine and what’s a restaurant?

The rise of robots in restaurants is blurring the line between vending machines and dining experiences. With automated chefs, servers, and kiosks taking center stage, efficiency is soaring—but so are questions about what defines hospitality.

We’re all about to ask: How much automation will make a restaurant stop feeling like a restaurant?

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The Roundup

Everyday Upgrades

Next Velcro,
it is hard to explain what it really is. It’s not tape, not glue, not micro-hooks, not suction, and not electrically charged. It works like a gecko, using one-sided microhairs to adhere things together.

Unpaint,
paint designed to be removable – once dry, you can peel it off like plastic wrap without leaving behind any marks or residue (potentially perfect for renters to temporarily personalize their spaces easily).

Stretchable Displays,
twisting and expanding up to 50% more than its original size (super cool!).

Nature Reimagined

Cloud Milking,
a zero-energy technique to extract water from fog — it could revolutionize the recovery of forests devastated by fire and drought.

Scent Teleportation,
making it possible to capture a smell in one part of the world and diffuse it in another.

Okra Water,
move over lemon and cucumber, this plant is infusing water into a gel-like texture that may support smooth digestion.

Human Hacks

Exosome Explosion,
this trendy cure-all is being touted as a miraculous treatment for hair loss, aging skin, acne, eczema, pain conditions, long covid, and even neurological diseases like Parkinson’s and Alzheimer’s—but they are pricey and no one knows if they actually work.

Veneers,
spurred by technology advances, Hollywood trend following, and TikTok hype, they are now all the rage.

Genetic Discrimination,
gaps in existing laws are leaving people vulnerable to insurance denial or higher premiums based on genetic testing results.

Suspicious Friendliness,
rooting out what the retail industry calls “sweethearting,”—instances of store employees giving people they know discounts or free items.

Nostalgic Throw Backs

Pen-and-Ink Reservations,
top restaurants are eschewing apps like Resy and OpenTable, and even Instagram, rewinding to Luddite days of landlines and hulking reservation books.

Dumb Pagers,
move over dumb phones, Sega is bringing back the pager (and this time it is emoji-only).

IMG_0001,
between 2009 and 2012, iPhones’ “Send to YouTube” button created a digital time capsule of raw, unedited videos with default filenames like “IMG_XXXX.” Watching them is oddly enthralling.

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Near-Future Nostalgia

It’s time for a bit of Nowstalgia—that feeling of nostalgia for the very recent past—we’re bringing it back from the issue that brought this idea forward.

Back in Issue 29, we also explored a sense of wonder about what’s just around the corner, including:

• Indoor Solar Power: 
  What if your gadgets could charge themselves using just the light in your home?

• The AI Stack Wars: 
  Who’s winning the battle for AI dominance, and how will it shape the way we live and work?

• Robots & DIY Medicine: 
  Could tiny robots made from human cells become the future of personalized healthcare?

• Future-Forward Materials: 
  Can pineapple peels and immersive scent technology change how we think about fashion and entertainment?

This issue showed how quickly the future becomes the present and the not-so-distant past.

Dig back in to see why.

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I’m off to try to learn Blender too.

- B

⌘

And we’re back.

This issue starts with one big thing, then pulls together a selection of spotlights and keeps the clicks coming in the roundup.

From inside the mind and out into business, from social to science, there is a lot to explore.

Let’s dig in.

Personhood Credentials

The fight for transparency in AI-infused media takes a new turn: proving you’re human online

The New New has long explored how we disclose the role of AI in media creation, from AI Contribution Badges to AI Nutrition Labels and Content Credentials. While that momentum builds, society has officially entered the “deep doubt” era.

The next step in this inevitable journey: proving you’re actually a person online.

Researchers at MIT, OpenAI, and Microsoft are proposing “personhood credentials” – a system that exploits AI’s limitations to combat deceptive bots, remove fake profiles, boost trust online, and keep our social media feeds more human.

The proposed system would verify your humanity online without revealing personal details. To get one, you might need to visit a trusted organization and show your ID. This credential, stored like a digital wallet card, could be used by platforms to filter bots.

These developments, which join California’s (still evolving) push for AI watermarking laws, underscore the growing importance of transparency in an AI-infused world.

As AI evolves, so will the tools to identify and verify its—and our own—contributions to the digital world.

Leave a comment

Scan Ahead

Insightful scoops, irreverent ideas, emerging narratives—these are the snippets that have stuck with me.

Hopefulness > Mindfulness

Looking ahead might be better than being in the moment

This new study says that when things get tough, it’s better to focus on future possibilities than to stay locked in the present with mindfulness. While mindfulness has its benefits, hopefulness pushes us forward, keeping us motivated and optimistic about what’s next.

So, it may be okay to think more about where we’re going, not just where we are.

Blue-green Boundary

Do you and I see the same blue?

This new test is shining a light on the fascinating world of color perception. It asks participants to identify shades of blue and green, revealing that many people see colors differently. In fact, when I took the test, my blue was bluer than that of 68% of the population.

This opens a new understanding of how individual our life experiences really are and how those experiences shape our understanding of our own worlds.

AIVO > SEO

Get ready for AI visibility optimization—the next big thing in digital marketing.

As we move into an AI-driven world, traditional SEO is evolving into AI visibility optimization (AIVO).

This shift reflects the rising need for brands to stand out in an era where AI tools reshape how content is discovered and consumed. As this article explores, a range of new and evolving tools, techniques, and strategies are coming — and marketers will need to adopt them quickly to ensure they remain visible and relevant as search engines continue to adapt.

Fair Source

Rethinking software development.

The Fair Source movement is emerging as a compelling alternative for businesses navigating the complexities of software licensing.

By blending the benefits of both closed and open source models, Fair Source aims to create a framework that encourages collaboration while ensuring fair compensation for developers. For business leaders, adopting this model can enhance innovation and foster a more sustainable software ecosystem. For developers, this movement is pushing for them to retain some control while fostering community collaboration, prioritizing transparency, and enabling fair compensation that benefits everyone involved.

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The Roundup

Cultural Currents

SocialAI, 
a social network where you’re the only human, surrounded by thousands of fans (aka AI chatbots)

Wellness Social Clubs,
these “fourth spaces” are offering “soft-spoken interactions” and sober-curious social events

Karmic Salons,
weaving reiki and energy healing into the haircut experience

Treasure Hunts,
aka Project Skydrop, comes to the US Northeast

Humanity’s Last Exam,
calling for the “hardest and broadest set of questions ever” to try to stump the future’s most advanced AIs

Beyond Boundaries

Cross-Species Blood Transfusions,
by coating cell surfaces, transfusions across blood types and species are being successfully tested

Ambipolar Field,
Earth’s invisible, weak energy field has finally been detected and measured

Palletrone,
aka pallet+drone, aka human-robot interaction-based aerial cargo transportation

Golden Lettuce,
genetically engineered to pack 30 times more vitamins

Supercharged Meditation,
aka “neuromodulation” techniques, uses electrical currents and magnetic fields to fiddle with brain activity

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Eureka!

It’s the throwback segment of The New New.

This time, we’re looking back into Issue 28, where the importance of Content Credentials was first explored.

There was also a spotlight on the advancements in robotics and AI. One of the most groundbreaking developments was Eureka, an AI agent that can teach robots complex tasks.

And, of course, the roundup was packed with intrigue (and some irreverent things), like:

• AI in the World: From Google’s Graphcast weather AI to non-human newscasters and 3D-GPT, AI is transforming various industries.

• Designing Spaces: AI influences interior design with tools like “Decorate Your Background” and “Dopamine Decorating.”

• Eating Tomorrow: AI is changing how we eat with innovations like “computational food” and “lickable televisions.”

• Saving Tomorrows: AI-powered solutions address environmental challenges, such as “Liquid Trees” and “Lithium-free Batteries.”

So, jump back to dig in.

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I’m off to find a treasure hunt to join.

- B

⌘

While the Cloud gets cloudy, bingo night is the new rave.

This issue brings forward a tech-driven perspective, and a roundup covering the senses, science, sustainability, and social shifts.

Let’s roll.

Cloud Exits

The silver linings are fading—and a broader exodus is brewing

For years, cloud computing has been hailed as the revolutionary future of technology—merging innovation with the promises of cost savings and agility.

Today, the wave of enthusiasm for public cloud — those powered by AWS, GCP, Azure, and others — is dissipating.

Many enterprises are questioning whether public cloud solutions are as effective, cost-efficient, and strategically aligned as advertised. The anticipated productivity gains haven't always materialized. Concerns about vendor lock-in are rising as companies become wary of being beholden to a single provider's ecosystem.

Cloud-first and cloud-centric business strategies are now being reassessed.

In turn, on-premises hardware data centers and colocation solutions are making a comeback.

A high-profile example is 37signals, the makers of Basecamp, Hey, and more. They “de-clouded” their hosting early this year, leaving AWS and GCP behind.

Their result?
By managing their own servers, they are already generating significant benefits for their business, especially cost savings.

How will the cloud providers respond?

It will start by reducing costs and embracing openness. We will see more promotion of interoperability and how they are helping their customers avoid ecosystem lock-in.

And, of course, there is AI.

Integrating AI into cloud platforms is expected to drive growth, but this may only be a reprieve rather than a long-term solution. As Apple, Microsoft, and Google are showing their ability to run AI on laptops, the ability to run AI through on-premises hardware is achievable today.

When the hype fades, cost-effectiveness and practicality are always the keys to long-term success (right, Airbnb?).

Leave a comment

The Roundup

Makes Sense

Bioacoustics,
combining of biology and acoustics to predict early signs of disease

Shazam for Smell,
letting users identify and save scents via their smartphones

DiagNoze,
a portable diagnostic tool that can ‘smell’ diseases simply by analyzing people’s breath

Food, More Sustainable

CO2 Butter,
rich and creamy, all without without ingredients from animals, farmland, or fertilizer

Whole Fruit Chocolate,
Swiss food scientists have developed a way to make chocolate using the entire cocoa fruit rather than just the beans—and without using sugar

Flat Pack Organic Oat Milk,
created with a 2D printing process that transforms oat milk paste into compact, lightweight sheets

Food, More Fabric-y

FabriCandy,
it’s candy, made from scraps of fabric

Potato Yarn,
a more sustainable alternative to pure cotton

All that Glitters is…

Gold Hydrogen,
produced it without emitting carbon, has people predicting a gold (hydrogen) rush is on the horizon

Making Gold,
doesn’t need lead and alchemy, just electricity and quartz (and time)

Social Shifts

NEETs,
aka “not in employment, education, or training,” are young, would-be job seekers who are opting out of the labor force

Bingo Nights,
the new warehouse rave for Gen Z

Subscribe now

FTW? 
AR, Nope. 
Travel Gear, Yes.

So, remember back in Issue 27, where we explored the future through AR?

While augmented reality is still taking shape, here are some of the other fascinating entries that still resonate from the roundup:

• AI and Technology: SynthID offered a new way to watermark AI-generated content, while Outline VPN helped users bypass internet censorship.

• Space and Science: SpaceBorn was a thing, while the challenges of light pollution ("noctalgia") and the concept of "inverse vaccines" for autoimmune diseases got lots of clicks.

• Sustainability: "Crop Biostimulants" turned waste into fertilizer, and glow-in-the-dark houseplants offered a unique and sustainable indoor gardening option.

• Lifestyle: "Sumo Clubs" and "Branded Residences” captured the intrigue of emerging trends.

• Well-being: "Burnout Breaks" and "Monk Mode" offered strategies for productivity and stress reduction, while ergonomic furniture and robot dog foster care addressed the physical and emotional needs of humans and our best friends.

Travel Essentials

For my work, I travel a lot. With my personality, I’m obsessive about researching products that make travel much easier and more enjoyable. Back in Issue 27, I showcased the short list of things I'm proud to carry—and an even shorter list of things I get asked about all the time.

Like, seriously, I still get asked about these things all. the. time.

Especially my travel charger and my backpack.

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I'm off to practice yelling “BINGO!”

- B

⌘

After a summer break, The New New returns for the 34th time.

This issues starts my own ah-ha: a perspective on the AI-infused race for our futures, including my take on who is best situated to win.

Then we roll into a roundup that covers the gamut — from scientific advancements to societal quirks, with a dash of digital dilemma. There are concrete batteries and mosquito tracking lasers, plus exploration into reimagining how we work, heal, and even grieve.

This is a big one, so let’s dig in.

AI Integration Race

The full-stack, vertical integration battle for our futures.

What do Microsoft, Apple, and Google all have in common?

It’s not that they have all fought monopolistic rulings and fears of breakups (welcome to the club, Google); it is that they are all racing for the same omnipresence in the future of our lives.

They all have the same vision for their AIs: a personal assistant that follows you everywhere, from work to home, optimizing your schedule, managing tasks, anticipating your needs, and making life easier.

For this co-piloting, AI-as-your-personal-assistant future to be realized to its fullest, AI needs to be with you everywhere you go and work flawlessly across all the devices and software you use. 

Achieving this vision requires a vertically integrated “full stack” of technologies:

• Business Applications (e.g., analytics, financial systems, custom apps)

• Communication Platforms (e.g., mail, calendars, email, chat)

• Productivity Tools (e.g., documents, sheets, slides)

• Operating Systems (e.g., ChromeOS, macOS, Windows)

• Personal Computing (e.g., laptops, phones, tablets)

• Home Computing (e.g., smart speakers, thermostats, robots)

By dominating this “full stack,” a tech giant can create a more powerful, personalized AI experience. Your data flows freely, allowing the AI to learn your habits, anticipate your needs, and ultimately, become your digital co-pilot.

So, who will win this vertical integration race?

Let’s break it down.

Microsoft?
It boasts impressive advancements with Copilot but lacks a dominant phone OS.

Apple?
They are making strides with their “Intelligence” launch, spatial computing visions, and newly rumored robotic ventures. However, they lack a robust public cloud and have yet to achieve widespread adoption for their communication and productivity tools.

The other Big Tech Cos — AWS, Salesforce, IBM, and Oracle?
They have significant holes across the integration stack.

And that leaves… Google.

Google has extensive offerings across almost all areas of the “full stack.” From business tools like GCP and G Suite to personal offerings like Gmail, Android, and Nest to a well-branded, high-performing AI, Gemini, Google has a strong hold on many aspects of our digital lives.

While Google has the edge today, the race is far from over. As Big Tech’s vertical integration grows, we should expect monopolistic concerns to increase (and rightfully, necessarily so).

One thing’s for sure—the winner of this integration race will dominate the future of our everyday lives.

Leave a comment

The Roundup

Out of the Labs

Cement Supercapacitor,
turning a common building material into batteries

Semi-Solid-State Batteries,
using gel to build much more efficient conductivity

Electric Bandages,
heals wounds faster while remaining comparability inexpensive and able to use at home

Mosquito Tracker,
with lasers and alert systems

In the Works

Only Happy Customers,
real-time voice modification tech seeks to reduce stress in call center staff

Sludge Tax,
calculating what inefficiency is costing you and your company

AI Risk Repository,
a living database of over 700 AI risks categorized by their cause and risk domain, published by MIT’s CSAIL

Online

Slop,
what Spam is to email, Slop is to dubious AI-generated content

Digitine,
short for “digital guillotine,” is an extreme class of cancellation

Eyechat,
share a stare with a stranger

In Life

Social Prescribing,
helping patients improve their health and well-being by connecting them to community resources and activities, like art classes and cycling groups

Aerial Ashes,
scattering ashes of a loved one… by drone

Busy Bragging,
verbally oversharing one’s workload (and it’s not a good look)

In Style 

Movewear,
aka Powered Pants, consumer-friendly exoskeletal legs that make it easier to climb and descend stairs or hills

Sneex,
“luxury hybrid stiletto” and “hy-heel sneaker,” aka comfortable high-heel shoes, from the founder of Spanx

Outfit Generator,
via the iPhone’s Notes app, of all things

Mogul Style,
aka the conformity of “billionaire bland”

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Can’t Stop Thinking About 
Other People Knowing What I am Thinking About

Last year, Issue 26 put Neurorights into the spotlight. 

And I still cannot stop thinking about how scientists are getting better at decoding what happens inside our minds—and it’s only a matter of time before others want a peek.

Plus, the roundup was a gem that had us:

• protecting ourselves from fires (and AI)

• discovering a virgin birth

• drawing lights

• hearing silence

• working later

• stretching LEDs

• using disaster-triggered vending machines

• navigating emerging buzzwords

• visualizing futures

• and more

It’s all still fresh today, so dig back in here.

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I’m off to generate some more bland outfits (which I was doing long before the billionaires copped my style).

- B

⌘

For this 33rd edition of The New New, we have two big things to explore: the nuclear power renaissance and the much-needed rise of RAG in AI.

Then we roll through the roundup and into two additional hot takes (one on merch, the other on AI dating copilots).

And I could not fit this randomness in anywhere else, so here’s a leading tidbit for you:
I learned that ai.com redirects to Google Gemini. Since I’m Of A Certain Generation, anything that is a short dotCom creates nostalgic intrigue, envy, and shareability.

Okay, without further ado, let’s dig in.

Two Big Things

Nuclear Power Renaissance

Our AI-infused, data-hungry, power-intensive future requires a return to the past and a push into an illusive future.

The world is entering a post-growth era, but our demand for energy is growing exponentially.

The rise of Artificial Intelligence has data centers overwhelming power grids, threatening global electricity supplies, and creating future capacity planning challenges.

The race for clean, sustainable energy has taken an intriguing turn – a potential nuclear power renaissance.

This resurgence has two fronts.

First, old, shuttered plants are reopening. Secondly, brand-new nuclear plants are under construction.

But, the future will need even more innovation.

Concepts like small “backyard nuclear reactors” are being explored. The dream of fusion power, the very reaction that powers the Sun and makes life possible, is inching closer to reality.

However, hurdles remain.

Developing safe and efficient backyard reactors is a complex task. Engineering machines that can withstand the incredible stresses of recreating the conditions in the heart of a star is no small feat. Additionally, concerns exist regarding the potential for swift weaponization of fusion technology.

Despite the hurdles, nuclear energy is (once again) offering a path toward solving our needs for exponential power consumption and sustainable generation.

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RAGing Against AI Hallucinations

Can this tech make AI more trustworthy?

AI’s tendency to create fabricated information remains a major hurdle (and risk) against its continued adoption.

This is where Retrieval-Augmented Generation (RAG) comes in. This new technology has the potential to revolutionize how AI interacts with the world.

RAG works by allowing AI models to access and integrate real-world data during the generation process.

Traditionally, AI relies solely on the information it’s trained on, which can lead to biases and factual inconsistencies. RAG, however, empowers AI to “fact-check” itself in real time, pulling from external sources like news articles, research papers, and even corporate databases (with permission) to ensure its responses are grounded in truth.

This integration of real-world data has exciting implications across various fields. A recent Stanford University study exploring AI legal assistants equipped with RAG capabilities demonstrated a significant reduction in factual errors compared to traditional large language models (LLMs).

Similarly, an article by AdExchanger explores the potential for RAG to leverage first-party data, highlighting its ability to personalize experiences and improve campaign performance in marketing.

RAG holds immense promise, but researchers acknowledge it’s a work in progress.

Several studies highlight the need for further development to address potential limitations in RAG technology. Additionally, the quality and reliability of external data sources integrated into RAG systems remain a critical focus.

The evolution of RAG highlights a broader trend in AI development: the increasing importance of incorporating human oversight and real-world data.

As AI continues to permeate our lives, ensuring its accuracy and reliability is paramount.

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The Roundup

AI Infusions

AI-generated Streaming Platform,
where users will watch series and create their own content — complete with the ability to control dialogue, characters, and shot types

IntelliPhones,
the next generation of mobile phones, filled with AI-centric enhancements

Super Humans

Green Bananas, 
if you eat them, you’ll get the same key nutrients as oats, peas, lentils, and potatoes

Intuitive Eating,
An “anti-diet” based on the idea that your body already knows exactly what it needs

Alcohol Neutralizing Gel,
making booze essentially harmless before it enters the bloodstream

Regrown Teeth,
the world’s first human trial has begun—paving the way for this medicine to be available as early as 2030

Neurotech Wellness Headband,
puts you to sleep on demand

Material Innovations

Night Vision Glasses,
replacing heavy, cumbersome goggles with simple glasses that convert infrared light into visible light

Polymer-based Micro-photonic Multi-functional Metamaterial (PMMM),
more transparent than regular glass while adding privacy, cooling the room inside, and automatically cleaning itself

By Land, Sea, and… Space

Kit-powered Micro-Cargo Ships,
transforming water travel by harnessing powerful and steady offshore winds

Diverging Diamond Interchanges,
when driving on the wrong side of the road is the right way to speed up traffic

Warp Drives,
new study shows they might not be relegated to science fiction

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Two Takes

When pulling together this issue’s roundup, these two things got me thinking a bit more than the others. So, here’s a mini-spotlight on them.

Is Merch Dead?

Branded merchandise, once a hot commodity signifying fandom or cultural connection, is losing its appeal. This could be due to several factors, including a saturated market with merch options, designs lacking originality, and a shift in consumer preferences.

My take: It’s not dead, just cyclical.
Merch’s current slump mirrors its rise and fall in popularity in the early and late 1990s. Give it five years, and we’ll all be back to coveting tokens of our fandoms.
 

Your AI Dates My AI

Bumble founder Whitney Wolfe Herd envisions a future where love takes a technological turn. Her idea: AI concierges that manage your dating life and handle the legwork of finding love.

My take: It’s inevitable.
Just like AI is bringing us work assistants, virtual companions, and ghostbots (ways to connect with our deceased loved ones), this less “vision” and more “destination” for anyone who will be dating in the future.

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Fake Moons.
Fake Cameras.
Fake Influencers.

For this throwback, let’s resurface Issue 25 from June 2023.

It brought us a bit of science. A touch of tech. A splash of AI. A douse of culture. And a few deep dives into big topics:

• Joyful Horror

• Lensless Photography

• The Rise of “Fake” Influencers

• The “Joyconomy”

It all still feels fresh, so head back to Issue 25 for all of that—and a fake moon.

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Subscribe now

Okay, I’m off to explain to my wife that I need to dig a hole for our future backyard nuclear power plant.

- B

⌘

Since my last issue, there has been a big spike in subscribers across the various platforms where this is published—welcome!

Thank you for joining me on this perch where I take aim at fueling foresight.

In this issue, we’re digging deeper into just one big topic and then flowing into one of the most robust, most intriguing roundups yet. It’s filled with incredible discoveries across science, medicine, technology, and another dose of head-scratching cultural and business trends.

Let’s roll into the big thing and then down into the roundup.

One Big Thing

The Future is Questions

Why rediscovering the art of asking great questions is the next great superpower skill to develop.

We live in a world obsessed with telling stories. Between Zoom's spotlight effect, social media's "look-at-me" culture, and our shrinking social circles, conversations are increasingly one-sided.

The art—and power—of asking questions is getting lost.

This is why questions are having a moment in the media spotlight. Question-centric thinking has recently been showcased by Harvard Business Review, MIT Sloan, and Fast Company. Even these 14-year-old quotes from Jensen Huang, today’s superstar CEO of Nvidia, are making the rounds again: “The best way to get smarter is to ask a lot of questions” and “The only way to solve hard problems is to ask the right questions.”

Business leaders and researchers are again championing the art and science of asking brilliant questions. There are frameworks for the five types of questions to ask during strategic decision-making: investigative, speculative, productive, interpretive, and subjective. There are techniques to learn, like “question burst” and “catalytic questioning.” 

So, why is this more important than ever? Why is “the art of asking great questions” hot again?

First, there are the social implications. 

In an era of loneliness, questions foster deeper connections and improve interpersonal bonding—studies also show that questions are a powerful way of making people feel needed or valued. 

Then there are the business implications.

Businesses are operating in a stakeholder economy that is moving into a post-growth era. 

This is a time when we all crave to be heard as stakeholders—and businesses who listen through questions build stronger relationships with their customers and employees.

Meanwhile, inside businesses, the avenues of innovation are opened through curiosity. In a recent study, 49% of employees reported they don’t regularly contribute new ideas because no one asks them questions.

Finally, AI — and questions are intertwining with the future of work.

AI excels at automating tasks and crunching data but can't ask the insightful questions that unlock its true potential. With AI, we need to increase our question velocity, question variety, and question novelty. The people who will write the best prompts will be the ones who ask the best questions. 

Together, this is the bottom line: 
Those who will succeed in the future—at work, at home, and everywhere in between—will elevate the talents and skills that make them uniquely human. They will develop their talent for taste and the skill of asking great questions.

Are you ready for questions to be the answer?

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The Roundup

Discover

Merged Lifeforms,
a once-in-a-billion-years evolutionary event where one organism engulfs another and starts using it like an internal organ (the last time this happened, Earth got plants)

Mutant Space Bacteria,
discovered aboard the ISS—and is already the inspiration for thousands of science fiction plots

Gravity-free Materials,
creating a levitating platform that operates without relying on external power sources

Build 

Seaweed Mining,
becoming a salty, slimy way to trap and store precious minerals

Sponge Furniture,
flat packed for efficient shipping, just add water and let dry, then, presto, you have new furniture

Legends Tower,
it will be the tallest building in the US—and will be in… Oklahoma

Broadband Nutrition Labels,
in the US, internet service providers (ISPs) now need to break down key information on their plans and associated fees in the format of the nutrition label found on food packaging

Live

Dead Internet Theory,
starting to look less conspiracy and more prophetic—well, at least in part

Universal Donor Blood,
stripping away blood types by using a common gut bacteria

Old Medicines,
psychedelic treatments, once shunned by the medical community and embraced by the counterculture, are going mainstream

Feel

Hacking Happiness,
by providing people with personalized insights into their brain chemistry

Slowing Time,
entering a perceived state of slow motion during exercise

Sleep Tourism,
straight with pillow menus, hotels are helping guests get a healthy dose of rest

Stay

Floatels,
turning former cruise ships into floating hotels

Bare-adise Adventures,
a once in a lifetime experience sets sail next year—leave your clothes at home

Palatial Places,
courting travelers who want to live like modern royalty

Play

Teenage Playgrounds,
transforming swings’ standards into “something challenging, unusual, beautiful, and rewarding”

Tenniscore,
this style trend is what it sounds like (and included here because we’ve not had a “core” trend in the roundup in a while)

Powerpoint Parties,
the 2018 trend that spiked during the pandemic is hot again 

Between Letters,
urging people to "look between" certain letters on their keyboard

Parallel Newness

It must be a May thing.

For this throwback block, it’s time to resurface Issue 24. Originally published last May, this past issue also focused on AI, science, time, tech labeling, and its own collection of quirky social media-led cultural developments. 

The issue started by unpacking the difference between the task-focused Generative AI and the human-like intelligence of AGI—and it ended by introducing us to AI Contribution Badges.

In between, the roundup took a break from AI to prepare us for genetically engineered super-bugs, space labs brewing new drugs, and brain-computer interfaces that translate your thoughts. From social media oddities like "Skeets" on a new platform to indulging your furry friend with Doggy Dim Sum, this past issue had something for everyone—and everything. 

Oh, and are you curious about streaming underwear and operatic escapism? Then click back — the intrigue (and oddities) are still fresh.

The New New’s mission is to fuel foresight. Every issue delivers a curated view into the discoveries, launches, trends, and movements shaping tomorrow—all explored through broad landscapes, from labs and studios to businesses and culture.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I'm off to slow time.

- B

⌘

This issue starts by unpacking a future-focused perspective I’ve been obsessing over for a long time—and it wraps with a fresh scoop of perception on how our culture is changing today.

In between, the roundup brings together power plays, social shifts, and plenty of new technology.

Let’s start big, roll quick, and look out — welcome to Issue 31!

One Big Thing

Entering the Post-Growth Era

We must redefine our visions of the future in a baby-bust economy

The world’s population boom is coming to an end. Birth rates are falling globally, even in places like China and Africa, which are historically known for high growth. Japan just hit a record low, with the government calling it a “critical state.” While the reasons (like antinatalism) are interesting, the impact is even more significant.

This decline isn’t just about closing maternity wards and shrinking schools. Greying economies also struggle to innovate. Young minds are the engine of disruption, and with fewer youngsters around, economies might sputter. Even the US is seeing states with low birth rates facing financial strain.

So, what can be done? Policies to boost birth rates have a spotty track record. Sweden and France have some success stories, but forcing personal choices often backfires. While scientists can now grow a whole model of a human embryo without sperm or egg, these artificial advancements may face human resistance.

In turn, baby-bust economies will adapt by investing heavily in education (think human capital for a smaller workforce). AI will help fill labor gaps. Immigration policies will evolve. Wellbeing and sustainability will be prioritized.

The bottom line:
Growth has always been our society’s focus, but the fuel for that growth – more people, disruptive innovation, new businesses – is slowing down. This post-growth era calls for a rethink. Our future is less about “bigger is better” and more about innovation and efficiency. We must rethink how we define success, progress, and prosperity—all without needing relentless expansion.

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The Roundup

AI Adventures

Text-to-Song,
and it’s already nearly at pro-level quality

AI Gadget Era,
welcome to “the beginning of a new technological era”

Tech Tidbits

3D Bioprinted Living Human Skin
bringing us a step closer to more natural-looking and aesthetically pleasing reconstructions

Digitally Scented Interiors,
putting the power of aromatherapy into your next Lincoln automobile, with smells like Violet Cashmere, Twilight Embers, and Ozonic Azure.

Air Swipe Bag
made from NASA’s nano-material, called Aerogel, aka “solid smoke”

Power Plays

Sand Battery,
using a giant steel silo of sand to turn excess electricity into stored heat

Solar Powered Neuroprosthetics,
AKA, Self-powered Bionics — or just solar panels in your eyeballs

Moon Standard Time,
the US is aiming to set international norms beyond Earth’s orbit

Gravy,
The new ketchup, because Heinz says so

Social Sphere

Poking,
the OG Facebook feature has resurfaced

Trendbaiting,
the rising backlash against the term-coiners, especially on TikTok

The C Word,
and this shifting preference toward swear words

What To Watch For

The Rise of Dopamine Culture

As attention spans shrink, engagement shifts, and we enter a post-entertainment era

We’re living in a world obsessed with instant gratification. Our brains crave the dopamine rush that comes with short bursts of stimulation and positive reinforcement. This cultural phenomenon, dubbed the “Dopamine Culture” by, is driven by the neurotransmitter dopamine, a key player in motivation, reward, and pleasure.

In a world overflowing with information and entertainment options, audiences love experiences that deliver a quick dopamine hit. More than ever, we all want concise, stimulating, and emotionally engaging content. Passive entertainment now struggles to hold our attention.

The rise of this Dopamine Culture has us all entering a “post-entertainment” era, where interaction and participation are king. The future belongs to informative, rewarding experiences that keep us actively engaged. (I dig deeper into this topic and its impact on brand experience design on my agency’s site.)

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Prompting the Future

From AI Whisperers to Funky Foods, let’s dive back into the Michael Jordan of issues— #23.

There were big ideas:

• Prompting the Future: The magic of generative AI lies not just in the technology but in the prompts that guide it. From business applications to mind-blowing art, skilled prompt engineers are in high demand.

• Learning in the Age of AI: The issue concludes with my own prediction: AI will revolutionize education, but easy access to information might hinder learning. The future of education lies in creating a balance between accessibility and the challenges that fuel true learning.

… and there was a wild roundup exploring:

• Biotech Breakthroughs: Get ready for organoid intelligence (grown biocomputers) and cell painting, a simpler method for drug development.

• Sci-Fi-Inspired Surfaces: Imagine lightweight, eco-friendly paint inspired by butterflies, self-deicing roads, and next-generation displays with metasurface pixels.

• Funky Food Frenzy: The future of food might include lab-grown mammoth meat (a PR stunt!), convenient powdered beer, and even vibrating pills for digestion.

You can jump back into it all here.

The New New brings together the important and the irreverent across emerging experiences, culture-driven experiments, and scoops of perception.

Each month(ish), this is pulled together by me, Brent Turner, and published on LinkedIn, Substack, and my site.

Okay, I’m off to find my next dopamine hit.

- B

⌘

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