While design and behavior have always been linked, the connection is gaining a new significance thanks to the next-generation of technologies. Consequently, this next-generation of technologies will be unlike any we have seen so far. They will enable a new era of human augmentation, in which technologies look like us and act like us, often without our input. Human augmentation technologies will be game-changing for companies and their customers. They could open up new ways of engaging consumers -- from conversational interfaces that replace keyboards to digital assistants that autonomously make purchasing decisions -- and create a new generation of empowered "super consumers."