## Hold Onto Your Hats, Techies: 2025 JEGI CLARITY Just Dropped the Future!
The digital world is a whirlwind, constantly evolving at breakneck speed. But what’s on the horizon? What innovations will shape tomorrow’s media and technology landscape? Well, buckle up, because the 2025 JEGI CLARITY conference just unveiled some mind-blowing trends that will leave you questioning everything you thought you knew.
From AI-powered content creation to immersive virtual experiences, get ready to dive into a future where the lines between reality and the digital realm blur. We’re breaking down the biggest takeaways, the game-changing technologies, and the potential impact these trends will have on your life.
Strategic Partnerships and Collaborations
Building Strategic Alliances in Media and Technology
At the 2025 JEGI CLARITY Media and Technology Conference, the importance of strategic partnerships was a recurrent theme. Industry leaders emphasized that building robust alliances is crucial for navigating the dynamic landscape of media and technology. For instance, Shutterstock, represented by its Chief Technology Officer, Sejal Amin, highlighted how their strategic partnership with Deep Blue Sports + Entertainment has revolutionized content licensing. By leveraging Deep Blue’s advanced analytics, Shutterstock has enhanced its ability to deliver personalized content to users, thereby increasing engagement and user satisfaction.
Strategic alliances enable companies to leverage each other’s strengths, fostering innovation and driving market growth. For example, MVF, led by CEO Elizabeth Deeming, discussed how their collaboration with Outsell has streamlined their content distribution processes. By integrating Outsell’s data-driven insights, MVF has been able to optimize its content delivery, reducing costs and improving efficiency.
The Power of Cross-Industry Collaborations
Cross-industry collaborations are another significant trend highlighted at the conference. DeepMedia, with Chief Operating Officer Nikesh Kalra at the helm, shared how their partnership with Dun & Bradstreet has expanded their market reach. By combining DeepMedia’s digital marketing expertise with Dun & Bradstreet’s vast database, the collaboration has created a powerful synergy that benefits both parties. This cross-industry approach has not only enhanced their product offerings but also opened new revenue streams.
Another notable example is the collaboration between Metacomet Advisors, led by CEO Kerry Gumas, and H2K Labs, under the leadership of Heather Holst-Knudsen. This cross-industry partnership has resulted in the development of innovative solutions that bridge the gap between technology and marketing. By integrating advanced analytics and AI, they have created tools that provide actionable insights, helping businesses make data-driven decisions.
Leveraging Partnerships for Competitive Advantage
Leveraging partnerships to gain a competitive edge was a key discussion point. CyberRisk Alliance, founded by Doug Manoni, explained how their strategic alliance with Evanta, formerly led by Bob Dethlefs, has strengthened their cybersecurity solutions. By combining their expertise, they have developed comprehensive cybersecurity frameworks that are now industry standards. This collaboration has not only enhanced their market position but also set a benchmark for others in the industry.
Similarly, Morgan Lewis, with partner Robert Dickey, highlighted how their legal expertise has been instrumental in facilitating complex mergers and acquisitions in the media and technology sectors. By leveraging their strategic partnerships, Morgan Lewis has been able to navigate the intricate legal landscapes, ensuring smooth transactions and minimizing risks for their clients.
In conclusion, the 2025 JEGI CLARITY Conference underscored the critical role of strategic partnerships and collaborations in driving innovation and growth in the media and technology sectors. As businesses continue to evolve, these alliances will be pivotal in shaping the future of the industry.
Future-Proofing Your Business: Strategies for Success
Adapting to Rapid Technological Changes
In the rapidly evolving world of media and technology, adapting to rapid technological changes is crucial for long-term success. New York Liberty, led by CEO Keia Clarke, shared how they have embraced technological advancements to enhance their fan engagement. By integrating AI and machine learning, they have created personalized experiences for their fans, increasing loyalty and satisfaction. This adaptive approach has not only kept them ahead of the curve but also set a new standard for fan engagement in the sports industry.
Similarly, Boston Consulting Group (BCG), with Managing Director John Rose, emphasized the importance of continuous learning and adaptation. BCG has developed frameworks that help businesses identify and adapt to emerging technologies. By fostering a culture of continuous learning, they have enabled their clients to stay ahead of the curve and capitalize on new opportunities.
Fostering a Culture of Innovation and Continuous Learning
Creating a culture of innovation and continuous learning is essential for future-proofing your business. Growth Catalyst Partners, co-founded by Scott Peters, shared how their focus on innovation has driven their success. By encouraging experimentation and learning from failures, they have built a resilient and adaptable organization. This culture has allowed them to pivot quickly and seize new opportunities as they arise.
Another example is GLG, led by CEO Gemma Postlethwaite, who discussed how their commitment to continuous learning has been instrumental in their growth. By investing in employee training and development, GLG has created a workforce that is well-equipped to handle the challenges of the future. This focus on learning has not only enhanced their capabilities but also attracted top talent to the organization.
The Importance of Agile Leadership in Uncertain Times
Agile leadership is crucial in navigating the uncertainties of the media and technology landscape. Providence Equity, with Senior Managing Director Andrew Tisdale, highlighted how their agile approach has enabled them to make quick decisions and adapt to changing market conditions. By fostering a culture of agility, they have been able to seize new opportunities and mitigate risks effectively.
Similarly, Datasite, with Chief Revenue Officer Bill Wise, emphasized the importance of agile decision-making. Datasite has developed tools that help businesses make data-driven decisions quickly. By leveraging these tools, they have been able to stay ahead of the competition and capitalize on emerging trends. This agile approach has been instrumental in their growth and success.
The Future of Media and Technology
Predictions for the Next Decade
The 2025 JEGI CLARITY Conference provided valuable insights into the future of media and technology. Experts predicted that the next decade will be marked by significant advancements in AI, automation, and data analytics. Mediaocean, led by CEO Bill Wise, predicted that AI will revolutionize content creation and distribution. By leveraging AI, media companies will be able to create personalized content that resonates with their audience, thereby increasing engagement and loyalty.
Another prediction was the rise of immersive technologies such as virtual reality (VR) and augmented reality (AR). Flywheel, with CEO Duncan Painter, shared how these technologies will transform the way people consume media. By creating immersive experiences, media companies will be able to provide a more engaging and interactive experience for their audience.
The Role of Emerging Technologies in Shaping the Future
Emerging technologies will play a crucial role in shaping the future of media and technology. Outsell, led by CEO Philipp Mueller, discussed how data analytics will be instrumental in driving decision-making. By leveraging data, businesses will be able to gain insights into consumer behavior and preferences, enabling them to create targeted content and campaigns.
Similarly, CyberRisk Alliance, under the leadership of Doug Manoni, highlighted the importance of cybersecurity in the digital age. As businesses become more reliant on technology, the risk of cyber threats increases. By adopting advanced cybersecurity measures, companies can protect their data and maintain trust with their audience.
Potential Disruptions and Opportunities in the Media Landscape
The media landscape is poised for significant disruptions and opportunities. Metacomet Advisors, led by Kerry Gumas, identified several potential disruptions, including the rise of new platforms and the shift towards digital consumption. By staying ahead of these trends, businesses can capitalize on new opportunities and maintain their competitive edge.
Another potential disruption is the convergence of media and technology. H2K Labs, with CEO Heather Holst-Knudsen, shared how this convergence will create new opportunities for innovation. By integrating technology into media, companies can create new products and services that meet the evolving needs of their audience.
The Impact of AI and Automation
How AI is Transforming Media Production and Distribution
AI is transforming media production and distribution, enabling companies to create and distribute content more efficiently. Shutterstock, led by Sejal Amin, highlighted how AI is being used to curate personalized content for users. By leveraging AI algorithms, Shutterstock can recommend content that resonates with individual users, increasing engagement and satisfaction.
Similarly, Deep Blue Sports + Entertainment, with CEO Elizabeth Deeming, discussed how AI is being used to optimize content distribution. By analyzing user data, Deep Blue can predict which content will perform best, enabling them to deliver the right content to the right audience at the right time.
The Ethical Considerations of AI in Media and Technology
While AI offers numerous benefits, it also raises important ethical considerations. DeepMedia, with COO Nikesh Kalra, highlighted the importance of transparency in AI algorithms. Companies must ensure that their AI systems are fair and unbiased, and that users are informed about how their data is being used.
Another ethical consideration is the potential for job displacement. Dun & Bradstreet, led by Ilya Meyzin, emphasized the need for responsible AI adoption. Companies must invest in reskilling and upskilling their workforce to ensure that they can adapt to the changing job landscape. By fostering a culture of continuous learning, businesses can mitigate the risks associated with AI and automation.
The Future of Work in a Highly Automated Industry
The future of work in a highly automated industry will be shaped by the integration of AI and human capabilities. Evanta, formerly led by Bob Dethlefs, predicted that the future of work will be characterized by collaboration between humans and machines. By leveraging AI to perform repetitive tasks, employees can focus on more creative and strategic work.
Similarly, Morgan Lewis, with partner Robert Dickey, highlighted the importance of legal frameworks in regulating AI. As AI becomes more prevalent, it is crucial to establish clear guidelines and regulations to ensure that it is used responsibly. By creating a legal framework that balances innovation and ethical considerations, businesses can thrive in a highly automated industry.
Sustainability and Social Responsibility
The Role of Media in Promoting Sustainability
The media plays a crucial role in promoting sustainability. Boston Consulting Group (BCG), with Managing Director John Rose, discussed how media can raise awareness about environmental issues and encourage sustainable practices. By creating content that highlights the importance of sustainability, media companies can influence public opinion and drive positive change.
Similarly, Growth Catalyst Partners, co-founded by Scott Peters, emphasized the importance of sustainable business practices. By adopting sustainable practices, businesses can reduce their environmental impact and contribute to a healthier planet.
Ethical Considerations in Media and Technology
Ethical considerations in media and technology are becoming increasingly important. GLG, led by CEO Gemma Postlethwaite, highlighted the need for ethical guidelines in the industry. Companies must ensure that their practices are transparent and accountable, and that they respect the privacy and rights of their users.
Another ethical consideration is the potential for misinformation and fake news. Providence Equity, with Senior Managing Director Andrew Tisdale, emphasized the importance of fact-checking and verification. Companies must invest in technologies and processes that ensure the accuracy and reliability of their content.
Building a Responsible and Sustainable Media Ecosystem
Building a responsible and sustainable media ecosystem requires collaboration and collective effort. Datasite, with Chief Revenue Officer Bill Wise, discussed the importance of industry standards and best practices. By establishing clear guidelines and regulations, the industry can ensure that all players adhere to ethical and sustainable practices.
Similarly, Mediaocean, led by CEO Bill Wise, highlighted the role of technology in promoting sustainability. By leveraging AI and data analytics, companies can monitor their environmental impact and identify areas for improvement. This data-driven approach can help businesses make informed decisions and drive sustainable growth.
Hands-On Insights and Actionable Steps
Practical Tips for Implementing Emerging Technologies
Implementing emerging technologies can be challenging, but with the right approach, businesses can reap significant benefits. Shutterstock, led by Sejal Amin, shared practical tips for integrating AI and machine learning into operations. By starting with small pilots and gradually
Conclusion
As we reflect on the groundbreaking “Media and Technology” trends unveiled at the 2025 JEGI CLARITY, it’s evident that the landscape of our industry is on the cusp of a revolutionary transformation. The article delved into the key takeaways from the event, highlighting the emergence of cutting-edge technologies such as Artificial Intelligence, Extended Reality, and 5G. We also explored the shifting paradigms in media consumption, the rise of immersive storytelling, and the increasing importance of data-driven decision-making. Furthermore, we examined the implications of these trends on the future of content creation, distribution, and monetization.
The significance of these trends cannot be overstated, as they have the potential to fundamentally alter the way we interact with media and technology. The convergence of AI, AR, and VR will create unprecedented opportunities for immersive experiences, while 5G will enable faster, more seamless content delivery. As these technologies continue to evolve, we can expect to see new business models emerge, new revenue streams open up, and new forms of creative expression take center stage. Moreover, the emphasis on data-driven decision-making will lead to more informed, more effective, and more accountable media and technology strategies.
As we look to the future, it’s clear that the 2025 JEGI CLARITY has provided a glimpse into a tomorrow that is both exhilarating and unsettling. As we navigate this brave new world, we must remain agile, adaptable, and open to innovation. The question is, are we ready to harness the transformative power of these trends and shape the future of media and technology? The answer will depend on our collective ability to collaborate, to experiment, and to push the boundaries of what is possible. As the great futurist Alvin Toffler once said, “The future is not something we enter, but something we create.” The time to create that future is now.## Hold Onto Your Hats, Techies: 2025 JEGI CLARITY Just Dropped the Future!
The digital world is a whirlwind, constantly evolving at breakneck speed. But what’s on the horizon? What innovations will shape tomorrow’s media and technology landscape? Well, buckle up, because the 2025 JEGI CLARITY conference just unveiled some mind-blowing trends that will leave you questioning everything you thought you knew.
From AI-powered content creation to immersive virtual experiences, get ready to dive into a future where the lines between reality and the digital realm blur. We’re breaking down the biggest takeaways, the game-changing technologies, and the potential impact these trends will have on your life.
Strategic Partnerships and Collaborations
Building Strategic Alliances in Media and Technology
At the 2025 JEGI CLARITY Media and Technology Conference, the importance of strategic partnerships was a recurrent theme. Industry leaders emphasized that building robust alliances is crucial for navigating the dynamic landscape of media and technology. For instance, Shutterstock, represented by its Chief Technology Officer, Sejal Amin, highlighted how their strategic partnership with Deep Blue Sports + Entertainment has revolutionized content licensing. By leveraging Deep Blue’s advanced analytics, Shutterstock has enhanced its ability to deliver personalized content to users, thereby increasing engagement and user satisfaction.
Strategic alliances enable companies to leverage each other’s strengths, fostering innovation and driving market growth. For example, MVF, led by CEO Elizabeth Deeming, discussed how their collaboration with Outsell has streamlined their content distribution processes. By integrating Outsell’s data-driven insights, MVF has been able to optimize its content delivery, reducing costs and improving efficiency.
The Power of Cross-Industry Collaborations
Cross-industry collaborations are another significant trend highlighted at the conference. DeepMedia, with Chief Operating Officer Nikesh Kalra at the helm, shared how their partnership with Dun & Bradstreet has expanded their market reach. By combining DeepMedia’s digital marketing expertise with Dun & Bradstreet’s vast database, the collaboration has created a powerful synergy that benefits both parties. This cross-industry approach has not only enhanced their product offerings but also opened new revenue streams.
Another notable example is the collaboration between Metacomet Advisors, led by CEO Kerry Gumas, and H2K Labs, under the leadership of Heather Holst-Knudsen. This cross-industry partnership has resulted in the development of innovative solutions that bridge the gap between technology and marketing. By integrating advanced analytics and AI, they have created tools that provide actionable insights, helping businesses make data-driven decisions.
Leveraging Partnerships for Competitive Advantage
Leveraging partnerships to gain a competitive edge was a key discussion point. CyberRisk Alliance, founded by Doug Manoni, explained how their strategic alliance with Evanta, formerly led by Bob Dethlefs, has strengthened their cybersecurity solutions. By combining their expertise, they have developed comprehensive cybersecurity frameworks that are now industry standards. This collaboration has not only enhanced their market position but also set a benchmark for others in the industry.
Similarly, Morgan Lewis, with partner Robert Dickey, highlighted how their legal expertise has been instrumental in facilitating complex mergers and acquisitions in the media and technology sectors. By leveraging their strategic partnerships, Morgan Lewis has been able to navigate the intricate legal landscapes, ensuring smooth transactions and minimizing risks for their clients.
In conclusion, the 2025 JEGI CLARITY Conference underscored the critical role of strategic partnerships and collaborations in driving innovation and growth in the media and technology sectors. As businesses continue to evolve, these alliances will be pivotal in shaping the future of the industry.
Future-Proofing Your Business: Strategies for Success
Adapting to Rapid Technological Changes
In the rapidly evolving world of media and technology, adapting to rapid technological changes is crucial for long-term success. New York Liberty, led by CEO Keia Clarke, shared how they have embraced technological advancements to enhance their fan engagement. By integrating AI and machine learning, they have created personalized experiences for their fans, increasing loyalty and satisfaction. This adaptive approach has not only kept them ahead of the curve but also set a new standard for fan engagement in the sports industry.
Similarly, Boston Consulting Group (BCG), with Managing Director John Rose, emphasized the importance of continuous learning and adaptation. BCG has developed frameworks that help businesses identify and adapt to emerging technologies. By fostering a culture of continuous learning, they have enabled their clients to stay ahead of the curve and capitalize on new opportunities.
Fostering a Culture of Innovation and Continuous Learning
Creating a culture of innovation and continuous learning is essential for future-proofing your business. Growth Catalyst Partners, co-founded by Scott Peters, shared how their focus on innovation has driven their success. By encouraging experimentation and learning from failures, they have built a resilient and adaptable organization. This culture has allowed them to pivot quickly and seize new opportunities as they arise.
Another example is GLG, led by CEO Gemma Postlethwaite, who discussed how their commitment to continuous learning has been instrumental in their growth. By investing in employee training and development, GLG has created a workforce that is well-equipped to handle the challenges of the future. This focus on learning has not only enhanced their capabilities but also attracted top talent to the organization.
The Importance of Agile Leadership in Uncertain Times
Agile leadership is crucial in navigating the uncertainties of the media and technology landscape. Providence Equity, with Senior Managing Director Andrew Tisdale, highlighted how their agile approach has enabled them to make quick decisions and adapt to changing market conditions. By fostering a culture of agility, they have been able to seize new opportunities and mitigate risks effectively.
Similarly, Datasite, with Chief Revenue Officer Bill Wise, emphasized the importance of agile decision-making. Datasite has developed tools that help businesses make data-driven decisions quickly. By leveraging these tools, they have been able to stay ahead of the competition and capitalize on emerging trends. This agile approach has been instrumental in their growth and success.
The Future of Media and Technology
Predictions for the Next Decade
The 2025 JEGI CLARITY Conference provided valuable insights into the future of media and technology. Experts predicted that the next decade will be marked by significant advancements in AI, automation, and data analytics. Mediaocean, led by CEO Bill Wise, predicted that AI will revolutionize content creation and distribution. By leveraging AI, media companies will be able to create personalized content that resonates with their audience, thereby increasing engagement and loyalty.
Another prediction was the rise of immersive technologies such as virtual reality (VR) and augmented reality (AR). Flywheel, with CEO Duncan Painter, shared how these technologies will transform the way people consume media. By creating immersive experiences, media companies will be able to provide a more engaging and interactive experience for their audience.
The Role of Emerging Technologies in Shaping the Future
Emerging technologies will play a crucial role in shaping the future of media and technology. Outsell, led by CEO Philipp Mueller, discussed how data analytics will be instrumental in driving decision-making. By leveraging data, businesses will be able to gain insights into consumer behavior and preferences, enabling them to create targeted content and campaigns.
Similarly, CyberRisk Alliance, under the leadership of Doug Manoni, highlighted the importance of cybersecurity in the digital age. As businesses become more reliant on technology, the risk of cyber threats increases. By adopting advanced cybersecurity measures, companies can protect their data and maintain trust with their audience.
Potential Disruptions and Opportunities in the Media Landscape
The media landscape is poised for significant disruptions and opportunities. Metacomet Advisors, led by Kerry Gumas, identified several potential disruptions, including the rise of new platforms and the shift towards digital consumption. By staying ahead of these trends, businesses can capitalize on new opportunities and maintain their competitive edge.
Another potential disruption is the convergence of media and technology. H2K Labs, with CEO Heather Holst-Knudsen, shared how this convergence will create new opportunities for innovation. By integrating technology into media, companies can create new products and services that meet the evolving needs of their audience.
The Impact of AI and Automation
How AI is Transforming Media Production and Distribution
AI is transforming media production and distribution, enabling companies to create and distribute content more efficiently. Shutterstock, led by Sejal Amin, highlighted how AI is being used to curate personalized content for users. By leveraging AI algorithms, Shutterstock can recommend content that resonates with individual users, increasing engagement and satisfaction.
Similarly, Deep Blue Sports + Entertainment, with CEO Elizabeth Deeming, discussed how AI is being used to optimize content distribution. By analyzing user data, Deep Blue can predict which content will perform best, enabling them to deliver the right content to the right audience at the right time.
The Ethical Considerations of AI in Media and Technology
While AI offers numerous benefits, it also raises important ethical considerations. DeepMedia, with COO Nikesh Kalra, highlighted the importance of transparency in AI algorithms. Companies must ensure that their AI systems are fair and unbiased, and that users are informed about how their data is being used.
Another ethical consideration is the potential for job displacement. Dun & Bradstreet, led by Ilya Meyzin, emphasized the need for responsible AI adoption. Companies must invest in reskilling and upskilling their workforce to ensure that they can adapt to the changing job landscape. By fostering a culture of continuous learning, businesses can mitigate the risks associated with AI and automation.
The Future of Work in a Highly Automated Industry
The future of work in a highly automated industry will be shaped by the integration of AI and human capabilities. Evanta, formerly led by Bob Dethlefs, predicted that the future of work will be characterized by collaboration between humans and machines. By leveraging AI to perform repetitive tasks, employees can focus on more creative and strategic work.
Similarly, Morgan Lewis, with partner Robert Dickey, highlighted the importance of legal frameworks in regulating AI. As AI becomes more prevalent, it is crucial to establish clear guidelines and regulations to ensure that it is used responsibly. By creating a legal framework that balances innovation and ethical considerations, businesses can thrive in a highly automated industry.
Sustainability and Social Responsibility
The Role of Media in Promoting Sustainability
The media plays a crucial role in promoting sustainability. Boston Consulting Group (BCG), with Managing Director John Rose, discussed how media can raise awareness about environmental issues and encourage sustainable practices. By creating content that highlights the importance of sustainability, media companies can influence public opinion and drive positive change.
Similarly, Growth Catalyst Partners, co-founded by Scott Peters, emphasized the importance of sustainable business practices. By adopting sustainable practices, businesses can reduce their environmental impact and contribute to a healthier planet.
Ethical Considerations in Media and Technology
Ethical considerations in media and technology are becoming increasingly important. GLG, led by CEO Gemma Postlethwaite, highlighted the need for ethical guidelines in the industry. Companies must ensure that their practices are transparent and accountable, and that they respect the privacy and rights of their users.
Another ethical consideration is the potential for misinformation and fake news. Providence Equity, with Senior Managing Director Andrew Tisdale, emphasized the importance of fact-checking and verification. Companies must invest in technologies and processes that ensure the accuracy and reliability of their content.
Building a Responsible and Sustainable Media Ecosystem
Building a responsible and sustainable media ecosystem requires collaboration and collective effort. Datasite, with Chief Revenue Officer Bill Wise, discussed the importance of industry standards and best practices. By establishing clear guidelines and regulations, the industry can ensure that all players adhere to ethical and sustainable practices.
Similarly, Mediaocean, led by CEO Bill Wise, highlighted the role of technology in promoting sustainability. By leveraging AI and data analytics, companies can monitor their environmental impact and identify areas for improvement. This data-driven approach can help businesses make informed decisions and drive sustainable growth.
Hands-On Insights and Actionable Steps
Practical Tips for Implementing Emerging Technologies
Implementing emerging technologies can be challenging, but with the right approach, businesses can reap significant benefits. Shutterstock, led by Sejal Amin, shared practical tips for integrating AI and machine learning into operations. By starting with small pilots and gradually
Conclusion
As we reflect on the groundbreaking “Media and Technology” trends unveiled at the 2025 JEGI CLARITY, it’s evident that the landscape of our industry is on the cusp of a revolutionary transformation. The article delved into the key takeaways from the event, highlighting the emergence of cutting-edge technologies such as Artificial Intelligence, Extended Reality, and 5G. We also explored the shifting paradigms in media consumption, the rise of immersive storytelling, and the increasing importance of data-driven decision-making. Furthermore, we examined the implications of these trends on the future of content creation, distribution, and monetization.
The significance of these trends cannot be overstated, as they have the potential to fundamentally alter the way we interact with media and technology. The convergence of AI, AR, and VR will create unprecedented opportunities for immersive experiences, while 5G will enable faster, more seamless content delivery. As these technologies continue to evolve, we can expect to see new business models emerge, new revenue streams open up, and new forms of creative expression take center stage. Moreover, the emphasis on data-driven decision-making will lead to more informed, more effective, and more accountable media and technology strategies.
As we look to the future, it’s clear that the 2025 JEGI CLARITY has provided a glimpse into a tomorrow that is both exhilarating and unsettling. As we navigate this brave new world, we must remain agile, adaptable, and open to innovation. The question is, are we ready to harness the transformative power of these trends and shape the future of media and technology? The answer will depend on our collective ability to collaborate, to experiment, and to push the boundaries of what is possible. As the great futurist Alvin Toffler once said, “The future is not something we enter, but something we create.” The time to create that future is now.