  We investigate emergent gravity extending the paradigm of the AdS/CFT
correspondence. The emergent graviton is associated to the (dynamical)
expectation value of the energy-momentum tensor. We derive the general
effective description of such dynamics, and apply it to the case where a hidden
theory generates gravity that is coupled to the Standard Model. In the
linearized description, generically, such gravity is massive with the presence
of an extra scalar degree of freedom. The propagators of both the spin-two and
spin-zero modes are positive and well defined. The associated emergent
gravitational theory is a bi-gravity theory, as is (secretly) the case in
holography. The background metric on which the QFTs are defined, plays the role
of dark energy and the emergent theory has always as a solution the original
background metric. In the case where the hidden theory is holographic, the
overall description yields a higher-dimensional bulk theory coupled to a brane.
The effective graviton on the brane has four-dimensional characteristics both
in the UV and IR and is always massive.
