What Is Collective Intelligence?
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Collective intelligence refers to groups of individuals collaborating in ways that produce intelligent outcomes, facilitated by the internet's low-cost communication. Examples include platforms like Google, Wikipedia, and Threadless, which leverage crowds to generate knowledge or select designs through collective contributions and group decisions. Various motivations drive participation in collective intelligence, such as financial gain, enjoyment, recognition, or social engagement.
What Is Collective Intelligence?
- 1. What is Collective Intelligence?
- 2. Collective IntelligenceIs defined very broadly as groups of individuals doing things collectively that seem intelligent.
- 3. Collective IntelligenceConsists of families, companies, countries, and armies… All are groups of individuals doing things collectively that, at least sometimes, seem intelligent.
- 4. Collective Intelligence on the InternetCrowds have done certain intelligent things, like voting in elections, for a long time, However, low cost electronic communication enabled by the Internet now makes it feasible for crowds to do many more things than ever before.
- 5. Internet enabled CICommon examples of Internet enabled Collective Intelligence (CI)GoogleWikipediaThreadless
- 6. Google CIHarnesses collective knowledge of the entire Web Takes judgments made by millions of people as they create links to Web pages Produces intelligent answers to questions typed into the Google search bar.
- 7. Wikipedia CIWorld’s largest encyclopedia with high quality articles created collectively by thousands worldwideAlmostno centralized control. Anyonewho wants to can change almost anythingDecisions about what changes to keep are made by a loose consensus of volunteerswho care.
- 8. Threadless CIAnyone can design a T-shirtsubmit design to a weekly contestvote for favorite designs. Companyselects winning designs from most popular entriesputs them into productiongives prizes and royalties to winning designers. over 500,000 people design and select T-shirts.
- 9. How does CI work?Who is performing the task? Why are they doing it? Why do people take part in the activity? What motivates them to participate? What incentives are at work? What is being accomplished? How is it being done?
- 10. Who contributes to CI tasks?Anyone who chooses to do so can participate without being assigned by someone in a position of authority. Anyone who wants to can submit a module for possible inclusion in Linux. Anyone can create a link to a Web page, and each new link becomes part of the database Google uses to serve up answers to searches. Anyone can propose a new article or edit an existing article in Wikipedia. Anyone can submit a T-shirt design to Threadless or vote on the designs that are submitted.
- 11. Why participate/contribute to CI?MoneyLoveGloryAvoidance
- 12. Why participate/contribute to CI?MoneyFinancial gain in direct payments, salaryincreased likelihood of future earningenhance professional reputation improve skills
- 13. Why participate/contribute to CI?Love intrinsic enjoyment of an activityopportunities to socialize with othersDesire to contribute to a cause larger than themselvesStudies of Wikipedia have shown that its participants are motivated by all three of these Love variants
- 14. Why participate/contribute to CI?Gloryrecognition from peersProgrammers in open source software communities“power seller” on eBay “top reviewer” on Amazon
- 15. Why participate/contribute to CI?AvoidanceDistraction ProcrastinationBoredom Contributing to online collective intelligence can be stress relieving by distracting one from focusing on accomplishing other things they prefer to avoid
- 16. What is being done by CI?CreateDecide
- 17. What is being done by CI?Create: Generate something newpiece of software code,blog entry, T-shirt design.
- 18. What is being done by CI?Decide evaluate and select alternatives;whether a new module should be included in the next release of Linux, which T-shirt design to manufacture, whether to delete a Wikipedia article.
- 19. How is CI being done?Create CollectionContestsCollaborationDecideIndividual DecisionsGroup Decisions
- 20. How is CI being done?Collectionitems contributed by members of the crowd are created independently of each other YouTube videos are created mostly independently of each other Digg, a collection of news stories Flickr, a collection of photographs
- 21. How is CI being done?Collection Contestsone or several items in the collection are designated as the best entries and receive a prize or other form of recognition. (Threadless)Large amount of money rewarded to team solving problem, providing better solution after an extended period of time
- 22. ContestsExamples of large money over long time:InnoCentiveNetflixIBM’s Innovation JamsTopCoder
- 23. ContestsInnoCentivecompanies offer cash rewards, typically totaling in the five or even six figures, to researchers anywhere in the world who can solve challenging scientific problems such as how to synthesize a particular chemical compound.
- 24. ContestsNetflix Prize$1 million award given for first algorithm that is at least 10 percent better than the one used by Netflix for suggesting to customers which DVDs they will like.
- 25. ContestsIBM’s Innovation JamsIBM employees, customers and vendors participate in on-line brainstorming sessions to develop ideas for new products and services. Participants and managers then rate ideas that emergetotal of $100 million in seed funding is divided up each year among the top ten concepts.
- 26. ContestsTopCoderindependent computer programmers compete to provide the best solutions to customers’ problems
- 27. Collaborationmembers of a Crowd work together to create something, and important dependencies exist between their contributions.
- 28. CollaborationWikipedia as a whole is a Collection of articleseach individual Wikipedia article is a collaboration, comprised of contributions submitted by a number of users. additions and editorial changes made by different contributors within a single Wikipedia article are strongly interdependent.
- 29. CollaborationOpen Source Software ProjectsLinux, and any other open source software project, require strong interdependencies among the modules submitted by different contributors.
- 30. How is CI being done?Group Decisionmembers of the crowd are assembled to generate a decision that holds for the group as a whole.
- 32. Group Decisions: VotingDiggusers vote on which news stories are most interestingwinning stories displayed prominently on the website. EbbsfleetUnited, a U.K. soccer team, owned by 30,000 members vote over the Internet on issues such as which players should be traded and which should play. Kasparov v. the World, a chess match held in 1999world champion Gary Kasparov played against “the World,” the World’s moves were determined by majority vote over the Internet of anyone who wanted to participate. Kasparov eventually won, but he said it was the hardest game he ever played.
- 33. Implicit Votingactions like buying or viewing items are counted as implicit “votes.” iStockPhoto displays photos in order of the number of times each photo has been downloadedYouTube ranks videos by the number of times they have been viewed.
- 34. Weighted VotingGoogle ranks search results, in part, on the basis of how many other sites link to the sites in the list. But Google’s algorithm gives more weight to links from sites that are, themselves, more popular.
- 35. Group Decisions: Consensusall, or essentially all, group members agree on the final decision. ExamplesWikipediareCAPTCHA
- 36. Consensus: WikipediaWikipedia uses consensus to make editing decisions: articles remain unchanged when everyone who cares is satisfied with the current version.
- 37. Consensus: reCAPTCHAreCAPTCHA, a Web security utility, deems words correctly transcribed by consensus Two words are displayed on the screen, with users required to type both to gain access to a Web page. One word is a security key /other word previously scanned as part of a project to digitize old books. Words that optical character recognition software finds difficult to read are served up to multiple users. Only after transcriptions provided by multiple users reach a level of consensus, as determined by a statistical algorithm, is that word deemed to have been correctly transcribed.
- 38. Group Decisions: AveragingNumbers contributed by the members of the Crowd are averaged. Averaging is commonly used in systems that rely on a point scale for quality rating.
- 39. Group Decisions: AveragingExample:users of Amazon rate books or CDs on a five star scale, ratings are averaged to provide an overall score for each item. users of Expedia rate hotels users of Internet Movie Database rate moviesMarketocracy runs an investment portfolio selected by averaging stocks and bonds chosen by the 100 most successful investors from over 55,000 who participate on the website.
- 40. Group Decisions: Prediction Marketscrowds estimate the probability of future events people buy and sell “shares” of predictions about future events. If their predictions are correct, they are rewarded, either with real money or with points that can be redeemed for cash or prizes.
- 41. Group Decisions: Prediction MarketsDecision consists of estimating a number Crowd has some information about estimating the number (biases and non-independent information are okay) Some people may have (or obtain) much better information than others Continuously updated estimates are useful
- 42. Group Decisions: Prediction MarketsGoogle, Microsoft, and Best Buy have all used prediction markets to tap the collective intelligence of people within their organizations.
- 43. Individual DecisionsMembers of a Crowd make decisions that, though informed by crowd input, do not need to be identical for all.Example: individual YouTube users decide for themselves which videos to watch. may be influenced by recommendations or rankings from others, not required to watch the same videos as others.
- 44. Individual Decisions: MarketSome kind of formal exchange (like money) is involved in the decisions. Each member of the crowd makes an individual decision about what products to buy or sell. Purchasing decisions determine collective demand, which, for its part affects the availability of products and their prices. Quantities and prices of the goods put up for sale by sellers in the crowd influence, but do not bind, purchasing decisions.
- 45. Individual Decisions: MarketMarkets for many kinds of goods and services have existed for millennia, but new technologies will enable new electronic forms of markets.
- 46. Individual Decisions: MarketExamples: iStockPhotophotographers post their photos for sale on a websiteeditors and others buy the rights to use photos they want. eBaysellers post items they want to sellbuyers bid for them.
- 47. Individual Decisions: Social NetworksMembers of a crowd form network of relationships that, depending on the context, might translate into levels of trust, similarity of taste and viewpoints, other common characteristics that might cause individuals to feel an affinity for one another
- 48. Individual Decisions: Social NetworksCrowd members Assign different weights to individual inputs Based on their relationship with the people who provided them Make individual decisions.
- 49. Individual Decisions: Social NetworksExamples:YouTubeEpinions.com
- 50. Individual Decisions: Social NetworksExamples:YouTube: Every user associated with a “channel.” Users upload their own videos and/or link to selections of other users’ videos, via a favorites option on channelsUsers can subscribe to other users’ channels and receive notifications when their favorite channels have been updated. Users thus form social networks that affect their choices of what videos to watch.
- 51. Individual Decisions: Social NetworksEpinions.com, product review site, users form trust networks with other reviewers.Empirical evidence suggests that users weigh reviews written by members of their trust network more heavily than other reviews, leads to personalized assessments of individual product quality.
- 52. Thank you to MIT Center for Collective Intelligence Massachusetts Institute of Technology Cambridge, MA Harnessing Crowds: Mapping the Genome of Collective Intelligence by Thomas W. Malone, Robert Laubacher, and ChrysanthosDellarocas