[5] The album deals with "two recurring themes" of Wilson's musical output, identity and technology, with a press release noting that it "picks apart our 21st century utopia, while also allowing for moments of personal growth and optimism".

[6] It was also called "less a bleak vision of an approaching dystopia, more a curious reading of the here and now", and lead single "Personal Shopper" was noted to expand on the electronic elements of Wilson's previous work, "fully diving into dance and neo-disco while somehow keeping a rock edge".

[7] The marketing campaign of the album is based around The Future Bites, a fictional high end designer brand primarily inspired by Off-White, Supreme and Virgil Abloh.

[8] The Future Bites also has its own website and social media profiles, including an online store that acts as both a storefront for the album's various editions and fake products supposedly created by the brand.

"[12] A music video for "Self", released on 1 February 2021, makes use of deepfake imagery to transform Steven Wilson into Donald Trump, Joe Biden, Robert Downey Jr., Scarlett Johansson, Mark Zuckerberg, David Bowie, Harrison Ford, Paul McCartney, Daniel Radcliffe, and many more notable public figures.