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Global Shifts and Their Impact on Russia-EU Strategic Communication


This chapter focuses on the changes in the global economy and geopolitics in the context of great shifts in technologies with special attention to artificial intelligence, robotics, cyborgization and human genetic engineering. Besides the current race of different countries in the development of the existing narrow artificial intelligence, the author analyses different global consequences of possible creation of general artificial intelligence. The author characterizes the current unstable dynamic social equilibrium and the prospect models for future social development. The author also examines the level of adaptation of these new realities, via strategic communication, by the EU and Russia, who are both strategic actors of the current world order ready for future great challenges that promise to transform mankind more radically than has ever happened before.


  • Global shifts
  • Sophisticated technologies
  • Strategic communication
  • Artificial intelligence
  • Genetic engineering
  • The European Union
  • Russia

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  • DOI: 10.1007/978-3-030-27253-1_8
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  2. 2.

    Robotics and artificial intelligence serve very different purposes. However, people often get them mixed up. Robotics is a branch of technology which deals with robots . Robots are programmable machines, which are usually able to carry out a series of actions autonomously, or semi-autonomously. Artificial intelligence (AI ) is a branch of computer science . It involves developing computer programs to complete tasks that would otherwise require human intelligence. Artificially intelligent robots (smart robots) are the bridge between robotics and AI . These are robots that are controlled by AI programs, but many robots are not artificially intelligent at all. See more about the difference between robotics and artificial intelligence: Schmidt and Thrun 2016.

  3. 3.

    Ray Kurzweil , Google ’s Director of Engineering, is a well-known futurist with a high-hitting track record for accurate predictions. Of his 147 predictions since the 1990s, Kurzweil claims an 86% accuracy rate. The year 2029 is the consistent date Kurzweil has predicted for when an AI will pass a valid Turing test and therefore achieve human levels of intelligence. He has set the date 2045 for the “Singularity,” which is when we will multiply our effective intelligence a billion-fold by merging with the intelligence we have created. See: Reedy 2017.

  4. 4.

    The biggest genetic research center in China . BGI Genomics provides a wide range of next-generation sequencing services and a broad portfolio of genetic tests for medical institutions, research institutions and other public and private partners. BGI currently operates in more than 100 countries and regions and works with more than 3000 medical institutions. See more: BGI 2018.

  5. 5.

    Geoffrey Miller is an evolutionary psychologist and lecturer at NYU, and is one of the 2000 brainiacs who contributed their DNA.

  6. 6.

    Between an innovative idea and its implementation.

  7. 7.

    From Latin modificāre, present active infinitive of modificō (“I control, change, modify”).


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Correspondence to Evgeny Pashentsev .

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Pashentsev, E. (2020). Global Shifts and Their Impact on Russia-EU Strategic Communication. In: Pashentsev, E. (eds) Strategic Communication in EU-Russia Relations . Palgrave Macmillan, Cham.

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