Why signature based antivirus is going away

A representative from a large security company recently commented on the fact that most forms of antivirus software as we know it today will be rendered ineffective in the future. We believe this to be true as well. It is a well known fact that even the largest security firms in the world with huge research departments still can't keep up. What's the future then? One might ask! We feel that needs to be a change in the way antivirus software detect, analyze and remove malicious software. However which route the industry will take is yet to be seen.