QUESTION #3 Why do not try to build a future empowered by human intelligence?

Human intelligence has to negotiate with #AI every day. If we reflect on artificial intelligence, anyway, can we escape from the most obvious deterministic options (a way to become immortal? a proxy in favor of robots? etc.)… In fact, we can analyze the #AI issue from 4 alternative and strategic viewpoints: the 4 scenarios figured on the basis of  2019-20 TREND MONITOR FORECAST will help.

So, #AI can be read as a mean to #FACE reality (scenario 1) and the #DARK! we live in: see for example Ai-Da, a humanoid robot that has presented her own original artworks at a University of Oxford’s exhibition, with its audacious modalities to perform, lighting up what is ordinary.

Artificial intelligence offers a solution to #RETREAT perspective too (scenario 2): Triton2, giving indications to swimmers while they practice in order to improve their performance, reduces the involvement required by integrating coaches’ suggestions.  Besides, Baidu #DARES (scenario 3) with his AI system, able to clone human voice in less than 4 seconds, setting the limits a bit further.  And #AI can be intended as a solution to #REJECT  (scenario 4) the beauty standards imposed by society, as people,  thanks to an Adobe research project in collaboration with scientists from UC Berkeley, will be able to detect edited media and discover if a picture was manipulated using Photoshop.

QUESTION #2 Are we ready to fall in love with our tech assistant?

How much are we willing to delegate to technology?

A report released in May 2019 by #McKinsey&Company, outlines a future based on electric, shared, autonomous and more connected vehicles. However, the point of view of #JeffreySchnapp, invited to talk to MUDEC in Milan, on June 11th at 7:30 pm, as part of the #Meet theMediaGuru around Mobility project, moves in the opposite direction of the latest technological trends. In fact, he sustains that future mobility needs to be based on walking, the fundamental and essential form of human mobility. Technology should provide just an help in this direction, to amplify this activity especially in the cities. Which option is going to be the solution to enlight #DARK times?

QUESTION #1 Do we want to be forever connected?

If you are among the ever-growing number of people who don’t want to stay forever connected, these smartphones can be a good solution. Substituting your smartphone with a feature phone, can be the way to limit the time spent online, that in the last two years reached two hours a day. With an autonomy from two to three days, these phones offer only the possibility to call and send text messages.

Different designs and functionalities, from the Battery-less phone that collects energy through antennas able to capture radio signals, to the Light phone, designed to be used the least possible, they are all conceived for people looking for a balance.

The fast development of this market proves an ever-growing need for people to get disconnected, to #REJECT the techno stress coming from the constant use of smartphones.

The Future is a Poetic Challenge.

Georges Amar, engineer and professor of design and innovation at the Ecole de Mines ParisTech, former director of research and development of the Parisian public transport company Rapt, and author of the book Homo Mobilis, came to speak about the future of mobility at the Leonardo da Vinci National Museum of Science and Technology in Milan as a part of the #MeettheMediaGuru lecture series. He claimed that we are now leaving the era of “fixed life” and entering the era of “mobile life”, calling it a major paradigm shift and a revolution of space and time. “Mobility is becoming a way of life” he said.

#Meet #babatrendmonitor #mobility #future


On Feb 5th at Accenture Innovation Center in Milan, Giulia Ceriani has introduced the main findings from our international trend watching Forecast 2019-20 (12 countries worldwide monitored, 9 market categories). This year’s leading theme is #DARK!: we have identified 8 main trends for a brave new world which is not yet in focus, and requires concentration and ability to rule the consequences of the upcoming future.

To know more about baba’s scenarios and research activity:

To have a flair of 2019-20 #DARK! trends follow this link


On Feb. 5th, in Milan, we are going to present the Trend Monitor® Forecast edition 2019-20!

The presentation will be @Accenture-ACIN piazza Gae Aulenti 8, Milan, at 5 pm.

Speakers: Giulia Ceriani (CEO baba), Alessandro Diana (Accenture Interactive Lead Italy, Central Europe, Greece), Maria Mazzone (CPG e Retail Lead di ACIN Milano).

For info and registration (mandatory)

We will introduce the main findings from our international trendwatching (12 countries worldwide monitored, 9 market categories), in order to help your brand to face up  #DARK! times. 



Stay tuned and be ready to face the #DARK!




#DARK #forecast #TrendMonitor #babaTrendMonitor #babaConsulting #trendresearch #anticipation #innovation #future #GiuliaCeriani #Milanoevents


We live in #DARK times.
A messy turnover that makes difficult to trace a line between risks and challenges, urging us to wonder on what will be next in our society and how to get the best from it.
Our tool to divine is not a crystal ball, but an advised market research approach aimed to prevent and orientate.
Anticipation is a key lever for future proof brand’s achievements.
baba is going to discuss these issues, and the main consequences of future orientations, in the Trend Monitor® 2019-2020 Forecast report.

Power, indulgence, exception and mechanized are just some of the keywords of the next year’s trends, that will drive the market and our research job consequently.

Stay tuned and prepare to face the #DARK!


What have in common Spiderman, an alien and Mickey Mouse?

Saying that all of them move on JSM’s rhythm is a too-much-simple answer, but that’s a start point!

On Nov. 22nd baba CEO’s Giulia Ceriani will take a lecture on Transmedia brand fiction, analyzing and explaining how a brand’s multi-channel communication can be strongly built on narrative junctions: their clever connection through different shapes and media could certainly help to reach awareness, longevity and intensity, and moreover can be observed and studied to strategically anticipate the subsequent brand’s moves.

As you have already understand the speech will be supported by examples taken from the 2017-18 TIM adv campaigns, with a semiotic and expert eye on them.

The talk takes its place within the workshop “Transmedia Branding. Narrazione, esperienza, engagement” by DISPOC, Siena Univerisity.

The appointment is settled at Siena University, Dipartimento di Scienze Sociali, Politiche, Cognitive – via Roma 56.

See you on Thursday, Nov. 22nd, 11.30 a.m!

Meanwhile… let’s have Just Some Motion!

To know more

Facebook event

“A Nation More Divided Than Ever: A State of Predictable Unpredictability.”


After the most recent midterm election in the United States, President Trump and the Republican Party’s leverage over the US is being threatened by the Democrats. One of the most noteable occurences of this election however, was the voter turnout. The increasing polarization of the political parties has resulted in chaos, which has been the source of energy that has channeled through to voters. As a result, the year 2018 is up to 114 million voter participants compared to only 83 million in 2014. This phenomena strongly correlates to our upcoming trend #FLOAT, as leveraging obstacles turn into diverging shoves.

The two parties have been polarized on a multiplicity of issues since the previous presidential election and the proposed solutions to these factors have only increased unhibited feedback. The controversy of the Republican vs. Democratic debates will continue to unravel towards the next presidential election in 2020. Even on a global scale the discrepancy of beliefs and values in political systems are prevalent. There has been political unrest in many European and Middle Eastern countries, and it seems as if the entropic nature for the political zeitgeist of this era will not decrease in the near future.




As society continues to progress towards a technologically advanced future, the boundary between the physical and virtual world is becoming more obscure. The dependence on electronic devices is causing people to feel more isolated, distracted, and is now the source of serious health problems. Recently, China has placed restrictions on the usage of certain video games due to over-gaming and addiction and their method of restriction is ironically, a tech-heavy initiative.


The #Virtuality trend (see our #THENOWAGE Forecast 2018-19) focuses on the experience of a parallel of world of which we cannot see, and the opportunities for what to experience are limitless. The manipulative designs of these games target ways to attract and retain a customer; often resulting in addiction which causes social and even physical harm. In China, the internet giant #Tencent has created an innovative way to limit the usage of its popular online game, “Honor of the Kings”, using facial recognition. Tencent is verifying players’ identities and ages by pairing their faces with government records. This virtual innovation can help change the users’ behavior for the better. Digital detoxing isn’t new, but combatting too much virtuality with another form of virtuality is the meta-level of technological advancements. Technology is not going away anytime soon, so looking to ways to shape users’ behavior for the better may be the answer to over-consumption and addiction.

#babatrendmonitor #virtuality #tencent #THENOWAGE