In the future we might be able to upload our memories directly onto a hard drive or transplant them into a new body so our consciousness can achieve immortality. It is currently the stuff of science-fiction but technology could reach that point one day. However, it's way more difficult than it sounds -- if we're going to think of the brain like a computer, it's the most complicated computer around. And the human mind is still full of mystery. BBC Earth Lab explores the subject in a new video (below), describing how something as basic as creating a map of the brain, which would be necessary if we want to understand and manipulate its function, requires scientists to plot out the billions of neurons that form the organ's communication network.

That was the message from Amazon CEO, Jeff Bezos who was speaking this week during a'Fireside Chat', at the Internet Association's annual gala in Washington, where he also described the world as entering a'golden age' of technology for solving problems. Bezos, who was answering questions from Internet Association President & CEO Michael Beckerman on stage, described AI as an "enabling layer" that will "improve every business." He also discussed Amazon in the early days of the internet, addressing success and failure in business, and his hopes for the future of humanity.Amazon's feelings towards AI and machine learning have never been in doubt. Amazon, described by the Association as a'pioneer' in AI, has made its feelings clear around the use of breakthrough technologies and machine learning, both from an operational and product point of view for more than a decade. Internally Amazon is said to have more than 45,000 robots in use across its global warehouses, operated various ways to fulfil orders and is already testing drones in the UK for future deliveries.It was also one of the first, if not the first, retailer to use AI and machine learning to provide predictive analytics on every individual customer, enabling its platform to predict what else the customer might want to buy – thus boosting sales.