Strongly interacting systems are relevant in a wide range of natural phenomena, and progress in their study could have many applications. Gauge/gravity duality provides a unique tool to study strongly coupled field theories via weakly coupled gravitational duals. In this talk, I will describe the application of gauge/gravity duality to theories that exhibit dynamical critical phenomena. These theories are non-relativistic and could, most optimistically, have application to certain classes of systems studied by condensed matter physicists.
