2026 edits: The Future (adjective) is a mystical infrastructure of networks resolving global issues in seconds, clouds of global unity, artificial reservoirs of intelligence & wisdom.
That's technology marketing.
As I begin 2021 reading numerous technology posts on LinkedIn and the WSJ, ads are popping up like weeds in a June lawn, and there's a singular word, "future" operating as a hypnotic agent in all marketing.
Marketing the future is a sales strategy, first, for showing how human function is insufficient, imperfect. But unlike beauty and food marketing, technological product marketing sets out to replace humans, and this is good for all mankind; trust us. A second sales angle is synchronizing the future promises with current world problems such as those listed by the United Nations: Food, Water, Health, Immigration, Climate, War.
How is reality going in human+tech synchronization?
The future wasn't supposed to experience a global pandemic.
The future wasn't supposed to saturate us with surveillance.
The tech future is now cognitive replacement.
The future wasn't AI cyber and drone wars.
The future wasn't childhood AI chat addiction.
The future wasn't global unemployment from AI.
The future would resolve the U.N. top 5 problems.
The future is futurism.
Futurism is a general theory of human+computational systems fully in sync. Humans have never been in sync.
Technology marketing hypes hope, inspires generations to believe not so much in a new technology but rather, their own future. When the current technological innovations introduce new existential issues, we feel disappointed by everything tech firms are marketing, that is, humans synchronized with data systems. And yet, humans have never been in sync though it must be of first priority.
robertpwaters.com
2026
That's technology marketing.
As I begin 2021 reading numerous technology posts on LinkedIn and the WSJ, ads are popping up like weeds in a June lawn, and there's a singular word, "future" operating as a hypnotic agent in all marketing.
Marketing the future is a sales strategy, first, for showing how human function is insufficient, imperfect. But unlike beauty and food marketing, technological product marketing sets out to replace humans, and this is good for all mankind; trust us. A second sales angle is synchronizing the future promises with current world problems such as those listed by the United Nations: Food, Water, Health, Immigration, Climate, War.
How is reality going in human+tech synchronization?
The future wasn't supposed to experience a global pandemic.
The future wasn't supposed to saturate us with surveillance.
The tech future is now cognitive replacement.
The future wasn't AI cyber and drone wars.
The future wasn't childhood AI chat addiction.
The future wasn't global unemployment from AI.
The future would resolve the U.N. top 5 problems.
The future is futurism.
Futurism is a general theory of human+computational systems fully in sync. Humans have never been in sync.
Technology marketing hypes hope, inspires generations to believe not so much in a new technology but rather, their own future. When the current technological innovations introduce new existential issues, we feel disappointed by everything tech firms are marketing, that is, humans synchronized with data systems. And yet, humans have never been in sync though it must be of first priority.
robertpwaters.com
2026