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Future: Friction, discovery and the human touch

Future: Friction, discovery and the human touch

Update: 2025-10-27

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In this episode of TRA’s 'The future we want' podcast, Andrew Lewis talks with Dr Phil Mecredy and Dan van Vorsselen about how brands can stay human in a world shaped by automation and AI. They explore why hyper-personalisation can feel limiting, how too much seamlessness flattens emotion, and why a little friction can make experiences more memorable.

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Future: Friction, discovery and the human touch

Future: Friction, discovery and the human touch