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HUMANITY VS. ALGORITHMS 
A WORLD OF MISGUIDED INCENTIVES 
@jesperastrom
DO YOU KNOW WHY 
GOOGLE SHOWS YOU 
WHAT THEY SHOW YOU IN 
THEIR SEARCH ENGINE?
PLEASED
ACTUALLY NOT ONLY GOOGLE. BUT 
MOST GREAT PLATFORMS ARE DOING 
THEIR BEST TO PLEASE YOU AND LET 
THEIR ALGORITHMS DO THE J...
“GREAT SERVICE” 
“CONSUMER ORIENTED” 
“INNOVATIVE”
SO, WHAT DOES THIS LOVE 
BOMBING REALLY MEAN?
1 DECREASE FRICTION
2 POPULARITY RISES
3 COMPETITION IS KILLED
BUT…
SOMETHING 
ISN’T 
RIGHT…
IF WE ONLY SEE THINGS THAT WE LIKE, 
HOW WILL WE EVER LEARN TO SEE 
SOMETHING FROM A DIFFERENT 
PERSPECTIVE?
AND IF SO..
ARE THE 
ALGORITHMS 
FIGHT TO PLEASE, 
BECOMING A 
PROBLEM FOR 
HUMANITY?
CAN THE “NON FRICTION WEB”, 
FRAGMENTED WEB ALSO BE THE 
EXPLANATION FOR “ALTERNATIVE 
BELIEFS” LIKE…
WHO CAN BLAME 
THEM, IF THEIR 
BELIEFS ARE 
RECONFIRMED 
EVERYWHERE.
SO. I WANTED 
TO TEST IF THIS 
WAS TRUE.
THE TEA PARTY TEST.
TEA PARTY TEST 
• I selected 100 of my friends who are in the Tea party movement in 
the USA 
• I have asked them to: 
• S...
TEST IS 
BIAS AS 
HELL!!
BUT. 
IF IT IS SO. 
THEN IS IT SO ODD 
THAT WE CANNOT GET 
ALONG?
THIS IS NOT THAT ODD…
SO. WHAT SHALL 
WE DO?
F* IT! 
LET’S THINK 
BUSINESS!!
SELLING BEYOND THE ALREADY BLESSED 
1. Self optimising ad systems work the same way as Google, 
Facebook & Twitter! 
2. Th...
GETTING NON-ALGORITHMIC 
1. You need to start thinking of spaces where your information is not 
being curated by like-lovi...
YOU NEED TO HAVE AN OPINION 
1. Google, Facebook & Twitter will show users stuff based on who they 
are, what they believe...
OR!! 
maybe…
IF YOU 
GOT 
BRAINS!!
THE FRAGMENTED WEB 
ALLOWS YOU TO 
HAVE SEVERAL 
CONTRADICTING 
OPINIONS!!!
THANK YOU! 
A WORLD OF MISGUIDED INCENTIVES 
@jesperastrom
Humanity vs. Algorithm - A world of misguided incentives
Humanity vs. Algorithm - A world of misguided incentives
Humanity vs. Algorithm - A world of misguided incentives
Humanity vs. Algorithm - A world of misguided incentives
Humanity vs. Algorithm - A world of misguided incentives
Humanity vs. Algorithm - A world of misguided incentives
Humanity vs. Algorithm - A world of misguided incentives
Humanity vs. Algorithm - A world of misguided incentives
Humanity vs. Algorithm - A world of misguided incentives
Humanity vs. Algorithm - A world of misguided incentives
Humanity vs. Algorithm - A world of misguided incentives
Humanity vs. Algorithm - A world of misguided incentives
Humanity vs. Algorithm - A world of misguided incentives
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Humanity vs. Algorithm - A world of misguided incentives

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This presentation argues that we currently live in a world where the algorithms of Facebook, Google, and the other gigants are trying to do their best to deliver content to us that we like.

This has many positive effects as we enjoy seeing stuff that we agree with.

However, there is another side to things. As the evolution of the like algorithms build truths where you never see the other side of the story, we are actually moving further and further away from complete information and understanding of each others differences.

Each node of likeminded likers get their own beliefs confirmed as they only get to see what they like. A situation of misguided intentions appear where everyones good will of creating a frictionless space, leads to a world where we are being led further and further apart.

Published in: Internet
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Humanity vs. Algorithm - A world of misguided incentives

  1. 1. HUMANITY VS. ALGORITHMS A WORLD OF MISGUIDED INCENTIVES @jesperastrom
  2. 2. DO YOU KNOW WHY GOOGLE SHOWS YOU WHAT THEY SHOW YOU IN THEIR SEARCH ENGINE?
  3. 3. PLEASED
  4. 4. ACTUALLY NOT ONLY GOOGLE. BUT MOST GREAT PLATFORMS ARE DOING THEIR BEST TO PLEASE YOU AND LET THEIR ALGORITHMS DO THE JOB OF UNDERSTANDING WHAT YOU LIKE.
  5. 5. “GREAT SERVICE” “CONSUMER ORIENTED” “INNOVATIVE”
  6. 6. SO, WHAT DOES THIS LOVE BOMBING REALLY MEAN?
  7. 7. 1 DECREASE FRICTION
  8. 8. 2 POPULARITY RISES
  9. 9. 3 COMPETITION IS KILLED
  10. 10. BUT…
  11. 11. SOMETHING ISN’T RIGHT…
  12. 12. IF WE ONLY SEE THINGS THAT WE LIKE, HOW WILL WE EVER LEARN TO SEE SOMETHING FROM A DIFFERENT PERSPECTIVE?
  13. 13. AND IF SO..
  14. 14. ARE THE ALGORITHMS FIGHT TO PLEASE, BECOMING A PROBLEM FOR HUMANITY?
  15. 15. CAN THE “NON FRICTION WEB”, FRAGMENTED WEB ALSO BE THE EXPLANATION FOR “ALTERNATIVE BELIEFS” LIKE…
  16. 16. WHO CAN BLAME THEM, IF THEIR BELIEFS ARE RECONFIRMED EVERYWHERE.
  17. 17. SO. I WANTED TO TEST IF THIS WAS TRUE.
  18. 18. THE TEA PARTY TEST.
  19. 19. TEA PARTY TEST • I selected 100 of my friends who are in the Tea party movement in the USA • I have asked them to: • Search for “Global warming”! • Make a screen print of the first page and send it back
  20. 20. TEST IS BIAS AS HELL!!
  21. 21. BUT. IF IT IS SO. THEN IS IT SO ODD THAT WE CANNOT GET ALONG?
  22. 22. THIS IS NOT THAT ODD…
  23. 23. SO. WHAT SHALL WE DO?
  24. 24. F* IT! LET’S THINK BUSINESS!!
  25. 25. SELLING BEYOND THE ALREADY BLESSED 1. Self optimising ad systems work the same way as Google, Facebook & Twitter! 2. The fragmented web means we need to find ways to get our messages carried between nodes and clusters of users! 3. Mass marketing will be increasingly difficult as it will only show up to the clusters of people who's preferences it meets —> customers who already want your stuff
  26. 26. GETTING NON-ALGORITHMIC 1. You need to start thinking of spaces where your information is not being curated by like-loving-algorithms! 2. Such as the AFK environment! 3. Such as print marketing! 4. Such as outdoor & events
  27. 27. YOU NEED TO HAVE AN OPINION 1. Google, Facebook & Twitter will show users stuff based on who they are, what they believe - what they like! 2. IF you can target people based on beliefs, you can target the messaging of your content to fit the visitor it will appeal to! 3. This, naturally means that you have to have an opinion and a firm belief —> in order to meet them
  28. 28. OR!! maybe…
  29. 29. IF YOU GOT BRAINS!!
  30. 30. THE FRAGMENTED WEB ALLOWS YOU TO HAVE SEVERAL CONTRADICTING OPINIONS!!!
  31. 31. THANK YOU! A WORLD OF MISGUIDED INCENTIVES @jesperastrom

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