Future Brain

Brainfluence explains how to practically apply neuroscience and behavior technology and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions.

"Being a good parent is a skill that is acquired over time, one that requires constantly adapting to the rapidly changing times. In today’s world, where academics, extra-curricular activities and distractions in the shape of numerous gadgets make heavy demands on children’s time, it...

In this age of hypercompetition, the Internet constitutes a powerful tool for inventing radical new business models that will leave your rivals scrambling. But as brain scientist and entrepreneur Jeffrey Stibel explains in Wired for Thought, you have to understand its true nature. The Internet is more than just a series of interconnected computer networks; it's the first real replication of the human brain outside the human body.

Leading neuroscience researchers are racing to unlock the secrets of the mind. On the cusp of decoding brain signals that govern motor skills, they are developing miraculous technologies to enable paraplegics and wounded soldiers to move prosthetic limbs, and the rest of us to manipulate computers and other objects through thought alone. These fiercely competitive scientists are vying for Defense Department and venture capital funding, prestige, and great wealth.

Discover one man’s journey to cold water swimming, and the triumph of the human spirit in the face of adversity. At the age of 41, Rich Waters received a diagnosis that sent shockwaves through his world: early-onset Parkinson's disease. But fate had more in store for him; shortly after this...

Melanie Mitchell separa la ciencia real de la ciencia ficción en este amplio examen del estado actual de la inteligencia artificial y de cómo está rehaciendo nuestro mundo. Ninguna empresa científica reciente ha resultado tan seductora, aterradora y llena de extravagantes promesas y...

Partly a memoir and partly a recent history of medicine, the definitive account of Michael Milken’s lifetime work to accelerate medicine's evolution from a dark past to a bright future. What if cleaning early-stage cancers from your body could become as routine as going to the dentist to clean...

Are we really the masters of our own destiny? Neuroscientist Hannah Critchlow shows how far our future is already hardwired in our brains. Like Sapiens and Thinking Fast and Slow, The Science of Fate revolutionises the way we understand our species and ourselves. So many of us believe that we...

As artificial intelligence becomes ever-present, it’s reshaping how we think, learn, and connect. But is AI a supportive tool or a potential threat to human cognition? Neuroscientist Dr. Tursun Alkam explores this critical question in Will AI Corrupt Brain Function in Generations to Come?