Big Data & The Uncanny Valley

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A presentation I recently gave at the IAB France Master Conference on November 27, 2012.

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Big Data & The Uncanny Valley

  1. 1. Big data &the uncannyvalley Jordan Berkowitz // @jordanberkowitz or http://mrberkowitz.com
  2. 2. Hi.
  3. 3. This is a cautionarytale about thepromise of big dataand the impact thatit has on what weall do.
  4. 4. Everyone is talkingabout big data.
  5. 5. But what is it?
  6. 6. There is no doubt inmy mind that this isand will betransformationaltechnology.
  7. 7. Clearly theimplications frommedicine to financeto government arefar reaching, butwhat about whatwe do?
  8. 8. CreativeCommunications
  9. 9. Big data ≠Customization
  10. 10. Inference
  11. 11. When its not quiteright, we know itswrong.Worse yet, when it isright it can bedisconcerting, orodd, or frightening.
  12. 12. The Uncanny Valley
  13. 13. Does this weirdyou out?
  14. 14. How about this?
  15. 15. This?
  16. 16. Or this?
  17. 17. So Is the uncannyvalley A blueprintfor the culturalacceptance of bigdata?
  18. 18. Yes and no.
  19. 19. Yes.The uncanny valleyoffers a validanalog for theemotional reactionto big data.
  20. 20. No.Unlike robotics,creativecommunications aim tosell something andthat complicates theequation immensely.
  21. 21. So how Should weproceed?
  22. 22. Slowly.
  23. 23. Slowly.Selflessly.
  24. 24. Slowly.Selflessly.Skeptically.
  25. 25. Thanks. Jordan Berkowitz // @jordanberkowitz or http://mrberkowitz.com

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