Imagine a future in which we all navigate the urban jungle in slick, driverless cars that are ordered via app. With no labour costs, these cars are the new buses – a public transport system that’s more convenient than ever. This is what the future will look like if Uber has anything to do with it.

It's one thing for a market leader like Coke, Jacuzzi or Kleenex to become the default noun for their respective categories, but becoming a verb is the ultimate level of a brand's infiltration into customers' lives. Only a few like Google and Xerox have achieved it. Has Uber now joined them?

Have you ever arrived at a hotel in an unfamiliar country and had no idea where to grab dinner? Or maybe you’ve been busy travelling and checking in, then forgetting to order a cab? Thanks to a partnership between Uber and Hilton Hotels, these problems could soon become a thing of the past.

Uber and Spotify have joined forces to let customers create the soundtrack to their journey. To launch the perfectly-pitched partnership, the taxi company picked up lucky customers and delivered them to the door of a secret gig. Is this the beginning of evenings out facilitated by our fave brands?