Everything on the web is tailor made just for you. That is a problem
Everything on the web is tailor made just for you. That is a problem
.FOSTER CITY, California. - A key principle of the modern Internet is personalization to satisfy your interests because, well, who would not want that? However, instead of being a benefit, personalization is starting to look like a curse.
Probably the most dazzling example is obtained through sites that filter their news sources based on other articles in which you have previously clicked. The beauty and wonder of the Internet is that it collects virtually all news sources and information that has been created in a single repository. Sites like Facebook or Twitter and mobile apps like Apple News begin to immediately limit the amount of information you can see in their environments as soon as you begin to interact with the stories they present for the first time. Suddenly, the unlimited resources of the Internet become a highly filtered set of options that are even more controlled than the random interactions you may have in the analog world.
The end result is the now infamous information cameras that only show people the news that interests them or reflect their personal point of view. Regardless of their position in the political spectrum, that is not healthy from a social perspective.
Of course, this was never the intention of the technology companies that started these services and created these applications, but we all know where paved roads lead with good intentions. Business leaders such as Twitter Y Facebook They have been dealing with the consequences of the personalization mechanisms they have created.
The problem of personalization extends far beyond the news. In fact, probably the most annoying aspect of surfing the web these days is Personalized ads You know the problem. Research a product or buy something online and, for what seem like weeks, virtually every website you visit shows an ad for that product. It's supposed to be "personalized", but it's really creepy. And upset.
Plus: Facebook accused of bias in job ads that allow companies to target men, excludes women
Once again, the concept behind these efforts is the seemingly reasonable idea to deliver ads that uniquely fit their interests rather than a general message to a general audience. The reality seems to be counterproductive. Digital marketers are wasting huge amounts of money on ads that do not work, generating bad will towards brands and encouraging the installation of ad blocking software tools.
Even music streaming services such as Spotify apply personalization through features such as Discover, which are designed to present music that the service thinks you will like based on the music you have played. While this is not necessarily a bad thing and, in fact, it can help you find other lesser-known artists you can really enjoy, it's still a type of filtering and limits access to more options.
Of course, the argument in this case, and in the case of countless other sites and applications that offer personalized recommendations, is that they are helping you reduce an overwhelming range of options to a few more manageable ones. And, to be fair, in many cases, they do just that.
However, they can also eliminate the joys of chance, when you accidentally run into a great artist, restaurant, news source or other product or service that you would not otherwise have encountered.
Personalization and personalization can also limit the impact of educated judgment. In the case of news sources, there is a reason why most editors work hard to provide a more balanced set of stories, but also a reason why there are multiple news sources that reflect different sets of perspectives. There is no perfect evaluation or rating system for news, and human biases occur. However, instead of fearing that, we should celebrate a broad spectrum of ideas and perspectives, or at least try to understand them by allowing ourselves to be exposed to them. In all areas, there is real value in the search for intelligent and reliable information sources that integrate a variety of experiences and experience in your material.
In the online world, personalization and customization features represent a double-edged technological weapon. They are not intrinsically bad, but they can be used in very limited ways. Given our growing dependence on the Internet for virtually everything we think, buy and do, we must be aware of these potential challenges. Some degree of customization is clearly valuable, but automated customization can be taken too far. Instead of forcing us to enter narrowly focused cones of interest, we need more technologies that can expose us all to a wider range of options.
Bob O'Donnell, USA TODAY columnist, is the president and principal analyst of TECHnalysis Research, a market research and consulting firm that provides strategic consulting and market research services to the technology industry and the professional financial community. Its customers are major technology companies that include Microsoft, HP, Dell and Intel. You can follow him on Twitter @bobodtech.
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