This chapter is on cultural aspects of information- communications systems embedded into new media environment and invisible e-technologies, and on a new age of social responsibility for information technology professionals. Besides the key issues in information technology development that create smart environment and ambient intelligence, the chapter also discusses digital e-culture and the new media role in cultural heritage. From the viewpoint of information technology, the current information-communications systems converge with media. This convergence is about tools-services-content triangle. Thus, we are confronted with a new form of media mostly presented with the term digital, reshaping not only media industry but also a cultural milieu of an entire nation on a regional and global basis. The discussion follows on the World Library idea that is rebuilding with new form of World Memory (World Brain), the shift from visible culture domination to the domination of invisible culture in the world of e-technologies predominance. From this scenario, information technology professionals coping with information systems projects, e-services development, and e-content design have more cultural responsibility than in the past when they worked within closer and inner cultural horizons and when their misuse of technologies had no influence on culture as a whole.