Holograms, virtual reality and AI: the future is already here, says Google

Forget 'Back To The Future', the future is now, with a multitude of future-gazing research and technologies already shaping the way humans will live for years to come.

Speaking at ad agency BBH's SXW1 Digital Expo in London yesterday, Google's creative specialist Amar Thanki delved into the future, pondering how sci-fi films like Back to the Future, The Matrix and Minority Report have seeded wild ideas that are already fast becoming reality.

Marketing rounded up the most pioneering, cutting-edge innovations out there, as told by Thanki.

Virtual reality, frighteningly realistic holograms and the rise of 'uncanny valley'

Virtual reality is something brands and technophiles have been obsessed with for some time, but Thanki says technology is making it even more realistic and that the tech is "seriously about to level-up".

VR has become so realistic, in fact, that gamers may in future increasingly find themselves experiencing 'uncanny valley' - which is shorthand for being freaked out by virtual reality that is so realistic that it looks and feels like the experience of real life, but isn't quite right.

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http://www.marketingmagazine.co.uk/article/1369291/holograms-virtual-reality-ai-future-already-here-says-google