Yesterday, Mark Zuckerberg shared a bold vision on Meta’s ambition to create “personal superintelligence”—AI that intimately understands our individual goals, preferences, and daily routines, helping us grow, connect, and create with unprecedented personalization.
This shift represents a critical evolution: AI is stepping decisively out of science fiction into our everyday lives. Unlike other industry leaders who envision AI primarily as a productivity powerhouse, Meta presents a vision of AI as a personal co-pilot—integrated seamlessly into our daily devices, such as Ray-Ban smart glasses.
Key insights from Meta’s vision:
- Self-improving models: The creation of the Meta Superintelligence Lab signals AI’s next leap forward—systems that learn autonomously, minimizing human oversight.
- Hardware evolution: Smart glasses, according to Zuckerberg, will become our primary computing devices, providing AI with rich, constant context from our environment.
- Human empowerment over replacement: The goal is individual AI assistants that enhance human potential, not monolithic systems replacing human decision-making.
- Guardrails on openness: Meta signals caution by potentially limiting open-source access to certain powerful models to mitigate risk.
Where do I see us headed?
From my vantage point at the intersection of digital marketing, branding, and luxury hospitality, three trends stand out:
- Personalization at Scale: Luxury hospitality will move beyond generic guest experiences toward hyper-personalized journeys—anticipating micro-preferences like perfect room temperature or bespoke dining choices before guests even articulate them.
- Acceleration as Competitive Advantage: AI-powered tools that self-optimize marketing campaigns overnight will become the standard, allowing entrepreneurs and brands to quickly iterate, test, and optimize strategies with remarkable precision.
- Taste as the Ultimate Differentiator: In a world where AI empowers everyone with equal access to sophisticated tools, taste is what will truly set brands apart. Compliance and technical capability will become baseline expectations—but it’s our unique vision, elegance, and intentional branding decisions that will define success. Taste, above all, will shape the brands that inspire loyalty and admiration.
My personal reflection: Human elegance in an AI-driven world
As Founder & CEO of Influence Society, I’ve witnessed technology evolve from simple tools we use to profound organisms capable of independent thought, learning, and decision-making. It’s exhilarating—and yet unsettling.
- Exhilarating because superintelligence could accelerate meaningful innovation, from sustainable hospitality to personalized marketing experiences that deeply respect cultural nuances.
- Unsettling because autonomy without thoughtful alignment could amplify existing biases, surveillance risks, and inequalities.
Yet, this turning point also presents an extraordinary opportunity.
In a world increasingly driven by machines, human elegance, intuition, and branding will never have been more valuable. When everyone has access to the same sophisticated AI tools, it’s our taste, vision, and emotional intelligence that set us apart.
Hospitality—the industry of smiles—will take on new significance. In a data-saturated environment, genuine human connection and beautifully crafted experiences will become a powerful differentiator and the ultimate luxury.
Yuval Noah Harari famously warned that AI could render some humans irrelevant. But irrelevance is only one possible future. It’s up to us to choose intentionally what role we want technology to play in our lives and businesses.
Let’s seize this moment to redefine success—not by automation alone, but by the depth, meaning, and humanity we infuse into our creations.
If this resonates with you—or even if it challenges your perspective—I encourage you to explore these ideas further in our latest hospitality guide, download SOCIETIES Q3.
In the age of AI, let’s build the future boldly, beautifully, and with intention.
Sebastien Felix | Founder & CEO, Influence Society
