Will.i.am is working with Simon Cowell to develop an "X Factor for tech," the singer told a technology conference in London, according to The Telegraph.

Technology has become increasingly prevalent in pop culture, with startup founders now starring in consumer ad campaigns for marketers including Best Buy, Virgin America Airways, J. Crew and The Gap. Bravo is preparing to air a reality show called "Silicon Valley," executive produced by Randi Zuckerberg. And Steve Jobs is a bigger role model in the U.K. than Beyonce, a recent survey found.

But will the public be interested in a televised search for the next tech genius?

"It's about getting in touch with youth and giving them a platform to express themselves -- whether that 's in science or mathematics," said Will.i.am, who wrote about creativity and marketing for Ad Age last fall and is director for creative innovation at Intel.