Unesco has taken a significant step by adopting global standards for neurotechnology, a field that has rapidly evolved with advancements in AI and the rise of consumer neurotech devices. This move is crucial as it aims to establish ethical guidelines and protect individuals in a domain often referred to as the 'wild west' of technology. By setting these standards, Unesco is not only addressing the ethical implications of brain data usage but also fostering responsible innovation in a sector that holds immense potential for improving lives.