Books and long-form writing by Tracey Follows explore the future of identity, artificial intelligence, and human–technology relations. Her work examines how digital systems reshape who we are, how organisations and societies adapt, and how individuals can remain agentic in an AI-mediated world.

This collection includes published books, essays, and research contributions covering identity, technology, foresight and systemic change.

Topics include digital identity, AI and society, future of work, human agency, and strategic foresight.

This page brings together published books and selected written contributions on identity, artificial intelligence, foresight and human–technology relations. You’ll find core titles and major essays here. For media articles and interviews, visit the Media page. For audio work The Future of You podcast.

Published Books

Book cover titled 'The Future of You' by Tracey Follows. Subtitle: 'Can Your Identity Survive 21st-Century Technology?' The background is blue with interconnected white lines forming geometric shapes.

The Future of You : Can your identity survive 21st Century Technology? (2021)

An exploration of how digital technologies are reshaping personal identity, autonomy, and selfhood. The Future of You examines the impact of artificial intelligence, data systems, biometrics, and platform technologies on how we define and present ourselves — socially, biologically, and digitally. It sets out the emerging identity challenges of the 21st century and argues for more conscious, informed participation in technologically mediated life.

PRAISE FOR THE FUTURE OF YOU

“This fascinating book explores the way that emerging technologies such as AI might affect the nature of personal identity and personhood. It paints an intriguing, thought-provoking, and occasionally disturbing picture.”

- Professor Michael Wooldridge, author of The Road to Conscious.

Buy/View
Black and white photo of a group of people at a desk with papers and books, with bold yellow text saying '98% PURE PORE POISON'.

98% Pure Potato : The origins of advertising account planning as told to us by its pioneers (2016)

Co-authored with John Griffiths, this book explores the history and evolution of advertising and brand communication,  as told by the pioneer planner in their own words. It examines how commercial storytelling and persuasion developed in the Mad Men era and where it is headed today.
“A fascinating look at a piece of advertising history, well told. You simply must read this book” - Amazon Reviews 4.6/5 *****
Buy/View
A black book with the words 'Coming Soon' written on the cover in white text.

Forthcoming Titles

The Future of You : Digital Identity in The Age of AI (2026)

A refreshed and updated new edition of The Future of You - coming soon in 2026

System & Self : coming in 2027 

New book-length work on identity and artificial intelligence in development

Essays & Contributions

The Sovereign Self : in Five Critical Essays on AI (2025)

FIVE CRITICAL ESSAYS explore the general discussions affecting, inter alia, design, architecture, culture and politics. Taking a leaf out of EP Thompson’s review of New Society, the 1960s cultural review magazine, the aim is to offer ‘hospitality to a dissenting view (as) evidence that the closure of our democratic traditions is not yet complete.’
Read/View
Silhouette of a person holding an umbrella with an AR-15 rifle inside, set against a pink background with abstract patterns, with the text 'Letters on Liberty' at the top and 'Defending the Digital Self' at the bottom.

Defending The Digital Self : Academy of Ideas, Letters to Liberty (2022)

A look at the future of a new, digital life and asking what challenges it might pose to our freedom. Rather than allowing oneself to become fragmented we could protect our digital sovereignty by taking ownership of our data. Is a Digital Bill of Rights the vehicle to help us  prioritise our digital liberty  - and embrace this new world?
Read/View
Pixelated photo of a woman with long dark hair holding a sign that says 'Love.' She is wearing a purple top and a light blue jacket, standing outdoors during sunset.

Disrupting Identity: Applying CLA to the Ongoing Digitization of the Self : Journal of Futures Studies (2023)

A fefreshed and updated new edition of The Future of You - coming soon
Read/View
A man peering through a door, looking surprised or curious, with the word 'Severance' written at the bottom.

We All Work For Lumon Now: All Data is Identity Data in the Age of the Database Self (2025)

Read/View
Keynotes
Podcast
Quote on a pastel gradient background about how emerging technologies like AI may influence personal identity and perception, attributed to Michael Wooldridge, with the author's name, Tracey Follows and book title The Future of You at the bottom
Cover of a magazine titled 'Insightful,' featuring a woman with blonde hair and glasses, with a teal background, and an inset of a yellow-orange magazine cover titled 'Trust' with a plant illustration.
Article in Baillie Gifford's TRUST magazine titled "Blurring the Boundaries of Our Identity" and a page with a large portrait of a woman with gray hair, who is Tracey Follows. Fran Monks is the portrait photographer .
Tracey Follows, a woman with silver hair, glasses, and a dark blazer sits at a table stacked with books, talking to a woman with long brown hair and a black blazer in a conference or interview setting with a backdrop displaying various sponsor logos.
Open magazine page with the title 'Blurring the Boundaries of Our Identity' and text discussing social media's impact on personal identity, with date Autumn 2021 in the top right corner.
A woman with long silver hair who is Tracey Follows the Futurist is smiling during a live television interview on GB News, caption says The Future of You
Tracey Follows, a woman sitting at a table signing a book with a pen, surrounded by stacks of copies of her book 'The Future of You'. The table is in a cozy room with large windows, plants, and comfortable chairs in the background.
Shelf of books with a purple book titled 'The Future of You' by Tracey Follows in the center.
Stacks of hardback books titled 'The Future of You' on a wooden table for a book signing
Magazine cover featuring Tracey Follows the author and futurist who is a woman with long hair, large text saying 'DIFFERENT', a smaller quote about avatars and identity, and a magazine inset titled 'TRUST' with an image of a man in a black shirt.
Colorful logo with a stylized fingerprint and the text 'EDINBURGH SCIENCE' over a black background.
Quote by Howard Hughes on a light pastel background, mentioning a hot button issue in society now, with the Elliot & Thompson logo at the bottom, promoting The Future of You by Tracey Follows