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As he lays it out, the Island is a response to a nightmare present in which “our meaning, purpose, and agency has already been undermined by Artificial Intelligence technologies,” a trend he blames on the success of TikTok’s deep-learning recommendation feeds and Facebook/Meta’s subsequent bid to play catchup.

The corporation that could once transform both the worlds of advertising and of computing with a “Think Different” campaign is now the one playing catchup with the times, trying to emulate everyone else who once aimed to emulate Apple, and realizing it can no longer depend on squeezing profit from the locked intra-Apple hard- and software ecosystem it steadily built through its most exciting inventions.

Insurance companies have been playing catchup with premiums, Sektnan said.

Somehow, though, Google missed the big chatbot moment and has been playing catchup ever since.

Like the Woodruffs, she was playing catchup after heavy rains flooded some of her fields weeks earlier.