Sophia Yeres is a senior UX researcher and strategist at Elephant, an experience design company that works at the intersection of the digital and physical worlds. The World Economic Forum has recognized her as a Global Shaper. Yeres specializes in research and intelligence to help companies design for user needs. As we move from a world of screens to a world of voice, she believes that we face a new set of risks. That the mind will be quantified in ways that intensify personalization, reduce choice, and threaten discovery.