The lack of sensitivity in current MRI applications and the role of hyperpolarisation will be discussed. I will introduce the use of parahydrogen for spin transfer to nuclei in other molecules without changing that molecule's structure. In particular I will discuss how these recent advances in manipulating the spin-state of nuclei can be used to create extremely large magnetisations, in low field, that can be easily detected using both existing MRI coils, SQUIDS and other devices. This new methodology allows the potential non-invasive observation of biochemistry as well as the acquisition of high resolution information about perfusion. The 4 orders of magnitude increase in sensitivity also allows the design of new hardware for MRI which can optimally operate in low fields. The implications for the future of imaging will be discussed.