London is now host to advertisements that can 'read' passers-by and customize content to better reach them.
Technologists call it the Star Trek effect: show an imaginary sci-fi gadget on screen and, soon enough, scientists will be redoubling their efforts to bring it to reality. Minority Report, Philip K Dick’s short story, which was filmed in 2002 by Steven Spielberg with Tom Cruise, is often put forward as an example. Since the film’s release, a number of its featured technologies – touch screens, social networking, iris recognition – have become commonplace.
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