Chris Moody, chief design officer at the brand consultancy Wolff Olins suggests we have come to a pivotal point where technologies are changing the way we define brand presence.

A brand identity must now be an ‘intelligent identity’, that uses responsive assets, new platforms and technologies to create a conversation on a human level, and at scale.

What does he mean by this statement?

How are these ideas reflected in the development of contemporary brand design? Explain the significance of this shift.