In physics, the three-body problem is about how three objects under gravity interact, leading to unpredictable behaviour. Each object influences the others, creating feedback loops that can’t be solved with simple math.
Brand relationships operate the same way now.
Body One: The human. Shifting modes, juggling identities, being at different moments.
Body Two: The brand. Building relationships, creating meaning, delivering value. Operating with legacy assumptions about how humans make decisions and form attachments.
Body Three: Our interfaces. The algorithmic system that mediates the interaction. The feed that decides what you see. The agent that filters your options. The recommendation engine that shapes your desire. The AI assistant that makes decisions on your behalf.
These three bodies don’t operate independently. They entangle.
Our behaviour trains the algorithm. The algorithm shapes what we experience. The brand responds to signals from both. We internalise what the system amplifies. The brand adapts to what the algorithm rewards. The algorithm learns from how the brain works. This cycle keeps repeating, and no one is fully in control.
Welcome to the Entanglement. Today’s operating system for the modern human and consumer.
Identity and Autonomy vs. AI and Intelligent Interfaces vs. Brands and our decision- making. It’s what I explore.
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