humanity vs. algorithm - a world of misguided incentives
DESCRIPTION
This presentation argues that we currently live in a world where the algorithms of Facebook, Google, and the other gigants are trying to do their best to deliver content to us that we like. This has many positive effects as we enjoy seeing stuff that we agree with. However, there is another side to things. As the evolution of the like algorithms build truths where you never see the other side of the story, we are actually moving further and further away from complete information and understanding of each others differences. Each node of likeminded likers get their own beliefs confirmed as they only get to see what they like. A situation of misguided intentions appear where everyones good will of creating a frictionless space, leads to a world where we are being led further and further apart.TRANSCRIPT
HUMANITY VS. ALGORITHMS A WORLD OF MISGUIDED INCENTIVES
@jesperastrom
DO YOU KNOW WHY GOOGLE SHOWS YOU
WHAT THEY SHOW YOU IN THEIR SEARCH ENGINE?
PLEASED
ACTUALLY NOT ONLY GOOGLE. BUT MOST GREAT PLATFORMS ARE DOING THEIR BEST TO PLEASE YOU AND LET THEIR ALGORITHMS DO THE JOB OF UNDERSTANDING WHAT YOU LIKE.
“GREAT SERVICE” “CONSUMER ORIENTED”
“INNOVATIVE”
SO, WHAT DOES THIS LOVE BOMBING REALLY MEAN?
1 DECREASE FRICTION
POPULARITY RISES2
COMPETITION IS KILLED3
BUT…
SOMETHING ISN’T
RIGHT…
IF WE ONLY SEE THINGS THAT WE LIKE, HOW WILL WE EVER LEARN TO SEE SOMETHING FROM A DIFFERENT
PERSPECTIVE?
AND IF SO..
ARE THE ALGORITHMS
FIGHT TO PLEASE, BECOMING A PROBLEM FOR HUMANITY?
CAN THE “NON FRICTION WEB”, FRAGMENTED WEB ALSO BE THE
EXPLANATION FOR “ALTERNATIVE BELIEFS” LIKE…
WHO CAN BLAME THEM, IF THEIR
BELIEFS ARE RECONFIRMED EVERYWHERE.
SO. I WANTED TO TEST IF THIS
WAS TRUE.
THE TEA PARTY TEST.
TEA PARTY TEST
• I selected 100 of my friends who are in the Tea party movement in the USA
• I have asked them to:
• Search for “Global warming”!
• Make a screen print of the first page and send it back
TEST IS BIAS AS HELL!!
BUT. IF IT IS SO.
THEN IS IT SO ODD THAT WE CANNOT GET
ALONG?
THIS IS NOT THAT ODD…
SO. WHAT SHALL WE DO?
F* IT! LET’S THINK BUSINESS!!
SELLING BEYOND THE ALREADY BLESSED
1. Self optimising ad systems work the same way as Google, Facebook & Twitter!
2. The fragmented web means we need to find ways to get our messages carried between nodes and clusters of users!
3. Mass marketing will be increasingly difficult as it will only show up to the clusters of people who's preferences it meets —> customers who already want your stuff
GETTING NON-ALGORITHMIC
1. You need to start thinking of spaces where your information is not being curated by like-loving-algorithms!
2. Such as the AFK environment!
3. Such as print marketing!
4. Such as outdoor & events
YOU NEED TO HAVE AN OPINION
1. Google, Facebook & Twitter will show users stuff based on who they are, what they believe - what they like!
2. IF you can target people based on beliefs, you can target the messaging of your content to fit the visitor it will appeal to!
3. This, naturally means that you have to have an opinion and a firm belief —> in order to meet them
OR!! maybe…
IF YOU GOT
BRAINS!!
THE FRAGMENTED WEB ALLOWS YOU TO HAVE SEVERAL
CONTRADICTING OPINIONS!!!
THANK YOU! A WORLD OF MISGUIDED INCENTIVES
@jesperastrom