Advances in mixed-reality technologies and machine learning, coupled with the development of reactive and adaptable materials, are changing the way we think about what is real and what is digital. "Programmable reality", a term recently coined by forecasting agency The Future Laboratory, refers to the growing ability for material objects to assume digital attributes. Its advancement is set to transform product and retail development over the next five to 10 years. "Tomorrow's consumer will expect the world around them to become as personalised and responsive as online experiences have been," says Future Laboratory senior foresight writer Rhiannon McGregor. This has significant implications on the ways brands create and speak about their products.