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Are we heading towards a world where everything (even health) is artificial, replaced by digital or mimicking something real?
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Does AI feel Artificial?
Does Artificial Intelligence still feels "artificial" today? When the first large language models (LLMs) were introduced, much debate surrounded authenticity. In fact, authentic was even chosen as Merriam-Webster's Word of the Year in 2023, the year after ChatGPT was publicly launched. But today, I wonder how artificial AI-generated content still feels. Have we already been accustomed to it? Personally, chatting with ChatGPT doesn’t make me long for more authenticity—the conversations are rich and varied. Connect it to a smart speaker, and it becomes a proper conversation. Now, the next wave of AI agents is already increasingly matching human capabilities and taking over more workplace tasks. And this is even before Emotive AI fully enters the scene—a technology that will make artificial interactions feel even more human.
Some AI-generated LinkedIn posts, on the other hand (or worse, automated replies), still feel painfully robotic and overwhelmingly present everywhere on the platform (I had to vent my frustration for a moment). AI-generated visuals also still often lack authenticity or feel outright bizarre, especially when created by non-professionals. But for how much longer? Rapid change is clearly underway, as demonstrated by Adidas with its first fully AI-made commercial. (link) It felt truly real—or should I say artificially real? The same trend is visible across video platforms, where we see more synthetic content that is almost indistinguishable from reality. (link) (link)
Today: Replacing with digital
It’s disorienting to see how artificial content is beginning to feel real. But, of course, it’s not the first time humanity has quickly normalized something “not real.” Social media rapidly felt like true social contact (although it isn't). Meanwhile, it’s now common for a virtual note-taker—not a person—to be present in online meetings. People are spending less real time together. Watching reality TV has replaced the communal events we once experienced firsthand, and easy access to online adult content has, for many, become a good enough substitute for real intimacy (which, let’s face it, requires a lot more effort). Meanwhile, my son plays tag in VR and buys more outfits for his Roblox avatar than for himself. So what is truly real today? Everything is being replicated by something almost the same—gradually replacing the human experience.
Soon: Mimicking everything in health
The same trend is emerging in health. GLP-1 mimics our natural gut hormones, artificially suppressing hunger. At Washington University School of Medicine, researchers are developing "exercise mimetics"—a new class of drugs that simulate the physical boost of a workout, allowing people to move less. Meanwhile, scientists at the Salk Institute in California are working on a Yoga Pill that replicates the relaxation of meditation or yoga. These solutions replace real, human-driven actions with artificial alternatives. Are we witnessing the end of conscious dieting, physical exercise, and meditation?
The end of real?
But does artificial mean the end of real? Of course not. Yet, it’s clear that maintaining our inherent humanity is becoming increasingly challenging. Artificial, digital, or hormonal solutions more easily meet our priorities, values, and desires (our Life Aspirations). Or at least, it seems that way. Because it never fully is. Studies already show that the dopamine spikes from social media are not as strong, impactful, or fulfilling as, say, the feeling of watching a sunset. Similar research will likely be needed for AI-driven interactions and hormonal substitutes.
Keeping a balance
In the future, humans must maintain a delicate balance between what is real and artificial—if only to stay healthy. But this will not be easy. New solutions are being pushed into the world for commercial success, and as always, the business impact is overestimated while the human impact is underestimated. So, what is the real impact? And what is merely an artificial one?
I believe that all companies that deploy or apply technology - not just the MAMAA (Meta, Apple, Microsoft, Amazon, Alphabet) - have a responsibility to ensure that we safeguard people's real Life Aspirations, not just the artificial ones. I call this trend (and keynote) Holistech Futures.
Feel free to reach out and discuss this.
-Christophe-
Author & Professional speaker.
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