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The shovel is a tool, and so is a bulldozer. Neither works on its own, “automating” the task of digging. But both tools augment our ability to dig.

Dr. Douglas Engelbart, “Improving Our Ability to Improve”1

Marketing is about to get weird. We've become used to an ever‐increasing rate of change. But occasionally, we have to catch our breath, take a new sighting, and reset our course.

Between the time my grandfather was born in 1899 and his seventh birthday:

■ Theodore Roosevelt took over as president from William McKinley.

■ Dr. Henry A. Rowland of Johns Hopkins University announced a theory about the cause of the Earth's magnetism.

■ L. Frank Baum's The Wonderful Wizard of Oz was published in Chicago.

■ The first zeppelin flight was carried out over Lake Constance near Friedrichshafen, Germany.

■ Karl Landsteiner developed a system of blood typing.

■ The Ford Motor Company produced its first car – the Ford Model A.

■ Thomas Edison invented the nickel‐alkaline storage battery.

■ The first electric typewriter was invented by George Canfield Blickensderfer of Erie, Pennsylvania.

■ The first radio that successfully received a radio transmission was developed by Guglielmo Marconi.

■ The Wright brothers flew at Kitty Hawk.

■ The Panama Canal was under construction.

■ Benjamin Holt invented one of the first practical continuous tracks for use in tractors and tanks.

■ The Victor Talking Machine Company released the Victrola.

■ The Autochrome Lumière, patented in 1903, became the first commercial color photography process.

My grandfather then lived to see men walk on the moon.

In the next few decades, we will see:

■ Self‐driving cars replace personally owned transportation.

■ Doctors routinely operate remote, robotic surgery devices.

■ Implantable communication devices replace mobile phones.

■ In‐eye augmented reality become normalized.

■ Maglev elevators travel sideways and transform building shapes.

■ Every surface consume light for energy and act as a display.

■ Mind‐controlled prosthetics with tactile skin interfaces become mainstream.

■ Quantum computing make today's systems microscopic.

■ 3‐D printers allow for instant delivery of goods.

■ Style‐selective, nanotech clothing continuously clean itself.

And today's youngsters will live to see a colony on Mars.

It's no surprise that computational systems will manage more tasks in advertising and marketing. Yes, we have lots of technology for marketing, but the next step into artificial intelligence and machine learning will be different. Rather than being an ever‐larger confusion of rules‐based programs, operating faster than the eye can see, AI systems will operate more inscrutably than the human mind can fathom.