Big Data & The Uncanny Valley
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The document discusses the promise and implications of big data, and compares it to the uncanny valley phenomenon from robotics. While big data will transform many industries, using it for creative communications poses challenges. Inferring things about people based on their data can be disconcerting if not quite right. The uncanny valley offers insight into emotional reactions to big data, but creative communications aim to sell things, complicating its use. The document argues big data should be applied slowly, selflessly, and skeptically for creative communications.
Big Data & The Uncanny Valley
- 1. Big data & the uncanny valley Jordan Berkowitz // @jordanberkowitz or http://mrberkowitz.com
- 2. Hi.
- 3. This is a cautionary tale about the promise of big data and the impact that it has on what we all do.
- 4. Everyone is talking about big data.
- 5. But what is it?
- 6. There is no doubt in my mind that this is and will be transformational technology.
- 7. Clearly the implications from medicine to finance to government are far reaching, but what about what we do?
- 10. Inference
- 11. When it's not quite right, we know it's wrong. Worse yet, when it is right it can be disconcerting, or odd, or frightening.
- 15. Does this weird you out?
- 17. How about this?
- 19. This?
- 21. Or this?
- 23. So Is the uncanny valley A blueprint for the cultural acceptance of big data?
- 24. Yes and no.
- 25. Yes. The uncanny valley offers a valid analog for the emotional reaction to big data.
- 26. No. Unlike robotics, creative communications aim to sell something and that complicates the equation immensely.
- 27. So how Should we proceed?
- 28. Slowly.
- 31. Thanks. Jordan Berkowitz // @jordanberkowitz or http://mrberkowitz.com