At CogX, the Festival of AI and Emergent Technology, two icons appeared over and over across the King’s Cross location. The first was the logo for the festival itself, an icon of a brain with lobes made up of wires. The second was for the 2030 UN Sustainable Development Goals (SDGs), a partner of the festival. The SDG icon is a circle split into 17 differently colored segments, each representing one of the goals for 2030—aims like zero hunger and no poverty. The idea behind this partnership was to encourage participants of CogX—speakers, presenters, expo attendees—to think about how their products and innovations could be used to help achieve these SDGs.