Abstract: It is currently not well understood whether the holographic principle can be applied to asymptotically flat space-times. This talk considers a flat limit of AdS/CFT that leads to a formula relating S-matrix amplitudes in flat space and correlators in a conformal field theory. The limit translates flat physics into the language of conformal theory and holography. As an example, I will discuss soft theorems and IR finite definitions of the S-matrix.