Abstract

PurposeThe purpose of this paper is to explain the sense of choice in our contemporary world.Design/methodology/approachTaking cue from the research of the Institute of Neuroinformatics of Swiss Federal Institute of Technology, and University of Zürich, this paper is meant to highlight that the contemporary individual is gradually abandoning his own freedom of choice: the principle of moral responsibility, and – consequently – sign of humanity.FindingsIf today the smartphone is the most used tool, in the future we will soon benefit from a chip under skin which could delegate our choices. It is a piece of technology that is not only inspired by biology to create robots, but could also change our life.Originality/valueFrom the massive use of the cell phone to the robots which apparently ‘‘feel’’ and show emotions like humans do. From the wearable exoskeleton to the prototype reproducing the artificial sense of touch, technological progress explodes to the extent of embodying itself in our nakedness.