Infinite Personalization: A Layer Cake of Fake

David Siegel: “Infinite personalization comprises the artificial intelligence-driven, big-data based tools that allow algorithms to build a personalized Internet echo chamber customized just for you, designed to make you feel great. Infinite personalization feeds you the real, the fake, and everything in between, with the simple goal of holding your attention and getting you to come back for more. It is the process by which companies can measure, match, and predict consumers’ individual preferences with amazing accuracy and then tailor offerings to maximize revenue.”

“Particularly when it comes to information, however, infinite personalization has a dark side … Today, each and every one of us has a custom-designed experience based on our past preferences … One result is that Americans seem to be losing a certain commonality of experience—even, in some cases, within the same household … The problem is likely to get worse. The technology of infinite personalization is getting so good that it’s debatable whether we choose our information sources, or the other way around.”

“The scientific method and the advent of artificial intelligence offer us the promise of greater empiricism and a more evidence-based understanding of reality. Perversely, infinite personalization seems to deliver the exact opposite. Worse yet, we are still in the early days of this information revolution. The ability to use such tools to shape our thinking will only grow more powerful in the coming years. As individuals and as a society, we should be very wary about their potential to warp our perspectives.”


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