RF Asia Town Hall: Zack Kass on AI, Identity, and a Future Beyond Work
When futurist and RF Global AI Council Chair Zack Kass visited Ruder Finn Asia for a townhall, the discussion quickly moved beyond technology headlines and into the heart of what AI means for society, purpose, and the human experience. Known for his optimism and deep industry expertise, Zack brought a global perspective—shaped by his travels across the US, Europe, and Asia—on where artificial intelligence is taking us, and what we’ll need to navigate that future.
Asia’s AI Momentum and Global Convergence
Zack’s recent travels to Hong Kong and Mainland China gave him a front-row view of the region’s AI momentum. Chinese companies like Alibaba and DeepSeek are now producing state-of-the-art AI models, and the speed with which consumers in Asia adopt new tech continues to impress him. While the US still leads in both foundational model development and enterprise adoption, Zack points out that Asian consumers have always been quick to embrace digital innovation. The real gap now isn’t about technology but about how quickly organizations, particularly large enterprises in China, can adapt and integrate these new tools. But the trajectory, in Zack’s eyes, is convergence—both East and West moving rapidly toward the same AI-powered future.
The Paradox of Prosperity
Despite headlines warning of job losses or existential risks, Zack’s outlook remains fundamentally optimistic. He believes we are living in an era of unprecedented abundance—a world where access to goods, services, and opportunities would have seemed miraculous to past generations. However, he acknowledges the paradox at the heart of prosperity: as societies become more comfortable, questions about meaning, happiness, and purpose become more pressing. Zack points to places like Japan and Korea, where prosperity has grown but happiness and birth rates have declined, suggesting that connection and fulfillment can’t be measured by economic indicators alone.
Adaptation Through Technological Change
For Zack, artificial intelligence is just the latest in a long line of technological revolutions that have raised living standards and created new challenges. He’s quick to recognize that each leap forward—electricity, the internet, automation—has come with fears and disruptions. But history, he says, is clear: humanity adapts. AI, with its speed and scale, will require new approaches to regulation and cooperation, but Zack believes society has the resilience and creativity to find solutions, just as it has with past challenges.
Rethinking Work and Identity
Perhaps the most profound shift AI will bring is a rethinking of work and identity. As intelligence becomes abundant and machines can handle more complex tasks, the traditional link between work, productivity, and self-worth may weaken. Zack envisions a future where people are less defined by their jobs and more by their relationships, creativity, and contributions to their communities. He recalls the recent US dock workers’ strike, where the core demand wasn’t higher pay or better safety, but the preservation of identity in the face of automation. It’s a powerful reminder that for many, work is about belonging and purpose, not just a paycheck.
Rediscovering What Matters
Zack sees a future where, as AI reduces the scarcity of goods and services, society will need to rediscover what truly matters. Instead of chasing material status or measuring success by productivity, fulfillment might be found in physical community, time with loved ones, and personal growth. He suspects that as the economic value of human labor declines, a renaissance of meaning and connection will emerge—a shift that may be both challenging and liberating.
The Enduring Value of Human Insight
As industries change, questions naturally arise about the relevance of agencies and creative partners. Zack believes that even as brands bring more capabilities in-house, the real value of agencies lies in storytelling, relationships, and influence—areas where uniquely human insight will always matter. Machines can process information, but they can’t build trust, shape narratives, or understand cultural nuance the way people can.
Looking Ahead: A Human-Centered Future
With his upcoming book, The Next Renaissance: AI and the Expansion of Human Potential, Zack invites us to imagine a world where intelligence is no longer a scarce resource. In that world, the qualities that matter most—empathy, humor, trust—are profoundly human. The future he envisions isn’t just about smarter machines and cheaper products, but about a deeper, more connected, and meaningful human experience.