If there is one thing we can all (mostly) agree on, it’s that ads are lame. The few people who actually enjoy them are usually the people paid to create them. And while ads are everywhere these days, there is one place they have yet to conquer: our dreams. That is, for now, anyway.

Targeted dream incubation (TDI) is here to change that. Scientists at MIT, for God knows why, have developed a technology that can induce ads in people's sleep. MIT labs have worked out a way to “incubate” specific thoughts in the sleeping brain using audio cues that can “guide” someone toward a predetermined theme or, in this case, a product.

Don't worry, they're already working on the next thing that will rot your brain https://t.co/oo8cM12bxGpic.twitter.com/KNjFEWWfhg

Advertisement

— Robert Skvarla (@RobertSkvarla) December 6, 2025

According to Tom’s Guide, companies like Burger King, Xbox and Coors are interested in the technology, presumably because conquering the human subconscious is the final frontier of marketing.

Awesome!