The third objective is generally called artificial general intelligence by researchers. However, Ray Kurzweil prefers the term "strong AI". In his book "The Singularity is Near", he focuses on whole brain emulation using conventional computing machines as an approach to implementing artificial brains, and claims (on grounds of computer power continuing an exponential growth trend) that this could be done by 2025. Henry Markram, director of the Blue Brain project (which is attempting brain emulation), made a similar claim (2020) at the Oxford TED conference in 2009.