In the digital reality, technology is no longer just the enabler and it is what it is to be human, the ability to continuously learn and evolve. The approaches and techniques that worked yesterday, may no longer be the optimum approach for the future. Historically, human processes have been based on linear, sequential activities highly suitable to be replaced by digital engineering practices such as Intelligent Automation (IA), Artificial Intelligence (AI) and Deep Learning (DL). However, robots are no longer mimicking human behaviours, but far surpassing our greatest expectations, traditional hardware and software are now becoming independent self-aware intelligent entities. Organisations are investing in adopting cognitive services, these intelligent algorithms to understand and interpret your business needs through natural languages are help drive omni-channel delivery that are extremely responsive to customer sentiment. Blurring the boundaries with Virtual Personal Assistants (VPA) and Enterprise Bots adoption becoming ever more prevalent and resilient in the face of unpredictable failure modes, whilst still being able to process huge amounts of unstructured data, embarking onto this third wave of artificial intelligence and the art of cognitive thinking.