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In losing friction, we risk losing personal growth

AI may seem like a new chapter, but it magnifies an old concern: are we losing our autonomy, our memory, our humanity? From Plato to Voltaire, thinkers have warned that technology is never neutral. It doesn’t just extend our abilities — it reshapes who we are and how we live together.

At TrendsActive, this question of reshaping is exactly what makes AI so compelling. Recently, we came across the book Man and Machine: How Steam, Electricity, and the Smartphone Undermine Us by Roderick Nieuwenhuis. In it, he explores how machines — from the steam engine to the smartphone — change not only what we do, but how we imagine ourselves.

One insight in particular stayed with us. Enlightenment thinkers like Voltaire didn’t simply welcome the machine as progress. They saw its utility, yes — but warned against letting it dictate the model for human life. The machine runs smoothly, efficiently, tirelessly. But we are not machines.

The machine should remind us of our limits — that we get tired, that we are fallible. We shouldn’t follow its rhythm instead of our own. Hours lost in the frictionless scroll of social media show just how easily that happens.

We risk forgetting something essential: that human meaning often lies in resistance. We grow through challenge, not ease. Struggle forces reflection, builds character, and deepens understanding. It is in the slowness of learning. In the awkwardness of a real conversation. In the rough, uncertain process of creating something. These imperfect efforts contrast sharply with the effortlessness with which AI can get things done for us.

In losing friction, we risk losing growth. When machines remove the bumps in the road, they also smooth out what makes us human.

Listen to the interview Nieuwenhuis gave about this topic (in Dutch)

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Kim Pillen

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Kim Pillen

Consultant

Before Kim Pillen started as a trend consultant at TrendsActive, she worked for four years as a creative strategist at Dept. For brands such as Philips, bol.com, Beiersdorf, JBL, and the Consumers’ Association, she built (online) campaign, brand, and social media strategies. After four years, she decided that she wanted to better understand people and society in order to advise brands more effectively. That’s how she ended up at TrendsActive. Here, she can do what she loves most: digging into people’s needs and then working with brands to see how and where they can be relevant and meaningful.

Douwe Knijff

Researcher

Douwe is fascinated by how people work. With a background in Interdisciplinary Social Sciences (Bachelor) and Psychology (Master) and an analytical mind he tries figure out how societal shifts manifest themselves through social culture and human behaviour.

Aljan De Boer

Keynote speaker

Aljan has been widely recognized as an inspiring professional speaker on the critical trends that will shape society in the decades to come. He works as the Head of Inspiration at TrendsActive, a trend consultancy from the Netherlands using social science to human-proof business decision for brands like

  • Disney
  • Vodafone
  • Hugo Boss
  • ASR
  • Rabobank

Next to his role at TrendsActive he is the Community Director at the Institute for Real Growth where he inspires and connects a global community of +400 CMOs.  

He has been on the board of the Dutch Platform of Innovative Marketing for almost a decade. Regular speaker and moderator for the Dutch Marketing Awards and 3 times winner of the best of MIE. 

Kees Elands

Founder & Strategist

Kees his purpose is to help ambitious leaders and brands to human-proof their business. In 2003 he founded TrendsActive, a trend consultancy enabling brands to become more human centric.

Kees consults global brands like

  • Disney
  • The Coca-Cola Company
  • Asics
  • Discovery Channel
  • Swiss Life
  • Vodafone

and many more.

Next to being the founder of TrendsActive, he is also initiator of the first academic trend master for executives at the University of Utrecht and is initiator of various trend studies and white papers on subjects like trust, meaning, visual culture & generations.

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Kees Elands

Founder & Strategist

Kees Elands

Founder & Strategist