We suggest this classical view is increasingly obsolete: digital technologies
are now creating and shaping physical reality.
We call this phenomenon the ontological reversal.
The ontological reversal is where the digital version is created first, and the
physical version second (if needed).
This ontological reversal challenges us to think about the role of humans and technology in society.
It also challenges us to think about our role as IS scholars in this digital world
and what it means for our research agendas.