Henry Coutinho-Mason is the author, with Rohit Bhargava, of the new book Future Words: A Non-Obvious Glossary of Terms That Don't Exist (But Soon Will). His other books include The Future Normal. He is an expert on consumer trends, and he's based in the London area.
Q: What inspired you to write Future Words?
A: After The Future Normal, Rohit and I kept seeing how people recognised the changes we were describing, but there weren't the words to talk about them.
Think of the challenge of deciphering how much of what you see online is AI-generated. Or the satisfaction when supposedly godlike technology fails in public. Feelings many of us have, but surprisingly hard to describe cleanly.
We also liked the challenge of distilling years of research and thinking into a single word. With so much competing for everyone’s attention, how much meaning could we pack into a few syllables?
We also hope this could well be our most impactful book. Trend reports and business books have relatively narrow audiences. Words get used every day.
Q: How did you choose the words to include, and do you have a few favorites?
A: For the most part, the words followed from the ideas, rather than starting with the words themselves. We've both been writing and thinking about the future for nearly two decades, so we've got a lot of experience in identifying early signals of emerging behaviors.
I love joie de faire, and its positive vision of the future of work; also botique, the slightly counter-intuitive idea that an automated experience could be a luxurious one. Glitchenfreude, that delight when technology fails, is another one that still makes me smile.
Rohit will have his own shortlist. We don’t agree on everything, which helped!
Q: How did the two of you collaborate on the book?
A: We started by going back through our writing from the past few years, looking for tensions we kept returning to. Then we built a giant Google Sheet with hundreds of ideas. Occasionally the word came first; there were other times when we knew exactly what we wanted to describe but couldn’t find a name that worked.
We spent hours on calls, including with etymologist Jess Zafarris, who helped us think through how the words were formed. Some of our longest debates were about how a word felt in your mouth. You can have a clever idea on the page that’s hopeless when you try to say it aloud.
AI helped us explore and test thousands of options, too. We always made the final choices, but the back-and-forth often took us somewhere neither of us would have reached alone.
Q: What trends do you see when it comes to words of the future?
A: A lot of the need for new words comes from technology changing everyday experiences. We’ve got new frustrations at work, new dilemmas as parents, and feelings stirred up by algorithms that are hard to explain.
What's fascinating is how personal it becomes. A conversation about AI quickly becomes a conversation about whether you still feel valued, or whether you can trust what you’re seeing.
I suspect the words that last will be the ones that help you explain something to a friend. Words are always shared, and that was one of our core tests: would you want to use this word?
Q: What are you working on now?
A: We’re launching Future Words, which came out on 10 November, and I’m packing for FICP in New Orleans, where several hundred event planners will get an early look at the book.
I’m also developing VisuAIse Futures, my “multiplayer keynote” format. The audience helps imagine the future together, bringing their own experiences and ideas into the session. It’s brought an exciting twist to my work as a speaker, in much the same way I hope Future Words does to my life as a writer.
Q: Anything else we should know?
A: I’d love someone to open the book and say, “Oh, there’s a word for that!” Especially if it’s a feeling they’ve been trying to explain for months. That would be a big win for us.
--Interview with Deborah Kalb











