We’re building a dystopia just to make people click on ads

Zeynep Tufekci – TED

This TED talk is a little slow to get going, but increasingly catches fire. The power of algorithmically driven media may start with the crude presentation of adverts for the thing we have already just bought, but the same powers of tracking and micro-segmentation create the potential for social and political manipulation. Advertising-based social media platforms are based on persuasion architectures, and those architectures make no distinction between persuasion to buy and persuasion to vote.

That analysis leads – among other things – to a very different perception of the central risk of artificial intelligence: it is not that technology will develop a will of its own, but that it will embody, almost undetectably, the will of those in a position to use it. The technology itself may, in some senses, be neutral; the business models it supports may well not be.

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