Guerilla Marketing And The Singularity
Could we find there’s no limit to the reach of guerilla marketing? As we hurl ourselves toward a future of sentient nanobots and global AI networks, what will become of advertising and its sneaky, drug-addled step-brother, marketing? I found myself thinking about this at the 2011 Singularity Summit, when filmmaker Jason Silva (a self-described “techno-optimist transhumanist wunderkind”) presented a film in the vein of his “The Immortalist”, a work of ‘art’ that feels more like Ashton Kutcher describing quantum mechanics at a poetry slam. This film, and in fact Silva’s entire presentation, felt curiously out of place. Smacking of hackneyed Hollywood orchestration, the film wielded roughly the intellectual curiosity of Insane Clown Posse’s “Miracles” video.
Roland Emmerich Likes The Singularity
What makes this guerilla marketing? Well, Jason Silva’s presence there, and his presentation itself, was being filmed by a documentary film crew embedded by director Roland Emmerich, who is in development on a 2013 feature film called Singularity, which has reportedly tapped Ray Kurzweil as its top consultant. My theory is that Jason Silva will play a naïve proponent who cheerleads the positive possibilities behind the singularity before being killed off by either rampant self-replicating nanotechnology or malevolent artificial intelligence. I submit that his short films and his appearance at the Summit will be featured in the film, as a fictional cautionary tale. Speaking of fictional cautionary tales, the fact that Silva is dating Heather Graham, who was present at the Summit and appeared in some of the shots, bodes well for my theory. If it turns out Graham is in Singularity you can be sure Silva’s appearance at the Summit was a cunningly leveraged marketing ploy by Emmerich that will pay off big time in 2013.
Advertising In An Accelerating Future
I found myself shocked that even a community as savvy and future-shocked as the Singularity Institute could let themselves be infiltrated by a Hollywood guerilla marketing team. While some analysts have speculated that the actual Singularity will make human endeavors such as advertising and marketing obsolete—as this staggering schism in history will surely render new industries and modalities that will fundamentally change the nature of capitalism—I have to respectfully disagree. The global economy relies on advertising and consumerism as its bone marrow. In the coming decades I see us likely to descend even further into a technocratic nightmare fueled by a savvy corporatocracy that harvests consumers like an abbatoir to lifestock, using new technologies to vacuum away the noxious fumes.
“Fuckin’ magnets, how do they work?”
Over the weekend I attended the 2011 Singularity Summit in New York to assist my friends, filmmakers Jason Sussberg and David Alvarado, who are shooting a documentary, The Methuselah Generation, about the science of life extension. Along the way, we filmed a lively conversation between life extensionist Aubrey de Grey and economist Robin Hanson about the implications and probability of extending the human lifespan through biotechnology and cryonics. And I was lucky enough meet science fiction author David Brin (creator of the Uplift series), who agreed to give my short story about an AI charter city a shake.
Ray Kurzweil started up the Summit with a presentation about how accelerating computational powers and AI technologies will lead to the Singularity sometime during the 2040’s. Perhaps to his chagrin, Kurweil has become somewhat of a guru for technophiles who wish to herald a “Rapture for the Nerds”. To his credit, Kurzweil fans this fire only with scrupulous research and a fairly remarkable track record for predicting trends in technology. Much has been said in recent years about Kurzweil shaping the timeline of the Singularity to coincide with his lifespan (the man has openly said he does not expect to die), and there is probably some truth to this—the part not in parentheses, that is. But as far as delightful ruminations and thought experiments, backed up by hard science, Kurzweil’s a powerful force in the world of futurism.
Other presenters included Peter Thiel, Sonia Arrison, Jason Silva (who I believe was doing guerilla marketing for a Roland Emmerich 2013 feature about the Singularity—more about this theory in future blog), David Brin, and Ken Jennings, former Jeapordy champion who recently lost to IBM’s Watson. Elizier Yudkowsky presented research pertaining to problems we are encountering in trying to program friendly AI. Max Tegmark attempted to explain why he thinks we’re alone in the universe and why it will be up to humans to allow for the meaningful dissemination of intelligence throughout the universe.
Mix that in with interviewing a 16 year old cryonics customer who fully expects to be amphibious someday, screening the trailer for The Methuselah Generation (parts of which will be in 3D!), and taking an inside tour of the Occupy Wall Street encampment at Zucati Park—thanks to my new friend Sage—and I’d have to say my first trip to New York was one big miraculous mind-fuck.
Curiously enough, I saw the same meme presented at both the Singularity Summit and Occupy–“The Beginning is Near”. It seems as though both advocates of transhumanism and protesters against rabid economic inequality share subtle religious undertones: the faith in vaguely defined concepts bringing clarity to a chaotic and unjust world that is in dire need of planetary evolution. Part of me still fears that the Singularity may end up exponentially fueling the very Corporatocracy that Occupy and myself fear is currently strangling the life out of our mental and physical environments. Though, perhaps it’s nothing a few nanobots can’t fix.