The ethics and tech of dream seeding

By Avery Hurt

In a not-so-distant future, when a burbling stream cascading down the Rocky Mountains appears in your dreams, you might be skeptical of who planted it there. While the notion of a corporation seeding dreams in the sleeping mind sounds like a science fiction plot, some consumers began taking the idea seriously in 2021.

That’s when Molson Coors ran an online video touting its “targeted dream incubation” campaign. The premise of the project was to plant images of Coors beer into the dreams of football fans before the 2021 Super Bowl. The company called it “the world’s largest dream study.” Some might call it a nightmare.

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