Intel has instructed its Israeli techies to research technology that mimics the human brain and develops devices that "learn" about their user.
Justin Rattner, Intel's chief technology officer, told Reuters that machine learning is a huge opportunity. He said smartphones were rather dumb devices which never take the time to learn about their users.
He wants all of our technology to know us as individuals, and to tailor themselves to us.
The work will be carred out by the Intel Collaborative Research Institute for Computational Intelligence. Brains will be loaned from the Technion in Haifa and the Hebrew University in Jerusalem.
What Rattner wants is for a computer to tell you where you are likely to have left your car keys in the house.
He wants devices which continually record what the user is doing, and believes these will be available by 2014 or 2015.
The cunning plan is that within five years all of the human senses will be in computers and in 10 years we will have more transistors in one chip than neurons in the human brain.
Intel is already using the new technology in digital signs it created for shoe maker Adidas. Each sign works out whether the shopper is male or female, adult or child, and shows shoes suitable to that person.