The day following the launch of a new campaign, entrepreneur Kian Sadeghi engaged in a brief online exchange regarding a mobile app that allows parents to select desired traits for their potential children, such as eye and hair color. Sadeghi had promoted this app on X, prompting a critical response that likened the concept to the Uber Eats model—seemingly simplifying the process of choosing desirable characteristics in future offspring.
Later that evening, Sadeghi met at a subway station where a banner proclaimed, “IQ is 50% genetic.” He mentioned plans to expand the campaign to 1,000 train cars, transforming a previously discreet topic discussed among Silicon Valley elites into a mainstream dialogue. He characterized the initiative as a move toward normalizing genetic optimization in public perception.
The question remains: what does normalizing genetic selection mean for society? While it could potentially lead to healthier individuals, focusing on traits such as height and intelligence raises concerns about superficial decisions and potential discrimination. Sadeghi suggested that this awareness would allow prospective parents to consider the possibility of selecting traits that may lead to a “taller, smarter, healthier baby.”
Nucleus, the company behind the campaign, received initial funding from Founders Fund, which is known for backing unconventional ideas. Despite the company’s push, genetic predictions regarding embryo selection remain controversial, with many leading IVF clinics refusing to offer such tests due to concerns over reliability and the risk of setting unrealistic parental expectations.
The marketing campaign aims to bypass these medical gatekeepers; if clinics hesitate to provide genetic testing, parents may choose alternative providers. Other companies have noted that consumer demand can influence industry practices, suggesting that physicians may feel pressured to adopt genetic testing to avoid losing patients.
Source: https://www.technologyreview.com/2025/12/05/1128755/selling-the-sizzle-of-trait-discrimination/