By Laura Rolle, Co-founder of Blueeggs and IAAD Professor


Our contemporary society has now learned to socialize emotions by sharing them, amplifying them – by creating new ways to relate to our digital identities. Artificial intelligence, on the other hand, tries to get as close as possible to a “human feeling”, offering systems that can interpret our emotions, anticipate our desires and even propose right relationships with people and products, based on genetic or emotional parameters. And if smart technologies were truly able to use emotions, how would that change the very idea of love and emotional relationships? Could we really fall in love with the voice assistant as in the movie “HER” or have sex with the protagonists of our favorite serial within in a virtual world? What is it can we expect, then, in the future? What could be the changes in our society should we start to communicate emotionally with virtual objects and environments, considering that immersive XR experiences (eXtended Reality, including AR, VR, and mixed reality) are now ready to have a social development, that is, to turn into shared collective experiences? And what might be the implications for the working and/or professional environment? Will emotions (and therefore relationships) become a customizable service or a “designable” product in the future posthuman or transhuman society?



Specialized in socio-semiotic applied to branding, consumption, and communication, with twenty-five years of experience as trainer and consultant for institutions, companies, and multinationals; alongside advertising agencies, design studios and architecture. In 2000 she began to deal with trends and in 2010 he founded BLUEEGGS, a short-term observatory on emerging trends and consumption patterns, which interprets the signs of the future to support top managers, investors and decision makers. She has always combined business consulting and management training with academic teaching (IULM, University of Turin, SAA-University of Turin, University of Aosta, IAAD) with the aim of translating theoretical research and analysis into concrete innovation strategies for companies; for this purpose she has also created a specific intervention methodology: Semiotic Strategic Design. Some of his case histories have been reported in the book “Semiotics in Practice. Tools for governing brand strategies “(Franco Angeli, 2014).



Year 2069. I no longer know what it means to be surrounded by people, the most intense relationships I have, are with technology. 

Does this satisfy me? I feel empty, and the only thing I really want is to stay human.

How? Through emotions.”

This is what will happen. We are heading towards a reality whose primary characteristic feature may be apathy. This awareness causes anxiety and the only thing we want is to think thoughts that allow us to avoid completely losing our emotions or, in case this happens, how to recover them. 

We have then imagined different stages leading to apathy, and then we’ve identified solutions for each of them:

  • when we find ourselves in a situation where we won’t yet be overcome by apathy and can still experience emotions, we’ll strengthen them;
  • when we no longer know how to define an emotion, we’ll learn it;
  • when we think we are completely empty, we will be able to return to being children, rediscovering what we thought had been lost.