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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?
Humanity vs Algorithms - A World of Misguided Incentives
PLEASED
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.
Humanity vs Algorithms - A World of Misguided Incentives
Humanity vs Algorithms - A World of Misguided Incentives
Humanity vs Algorithms - A World of Misguided Incentives
“GREAT SERVICE” 
“CONSUMER ORIENTED” 
“INNOVATIVE”
Humanity vs Algorithms - A World of Misguided Incentives
SO, WHAT DOES THIS LOVE 
BOMBING REALLY MEAN?
1 DECREASE FRICTION
2 POPULARITY RISES
3 COMPETITION IS KILLED
Humanity vs Algorithms - A World of Misguided Incentives
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?
Humanity vs Algorithms - A World of Misguided Incentives
CAN THE “NON FRICTION WEB”, 
FRAGMENTED WEB ALSO BE THE 
EXPLANATION FOR “IDIOTS” LIKE…
Humanity vs Algorithms - A World of Misguided Incentives
Humanity vs Algorithms - A World of Misguided Incentives
Humanity vs Algorithms - A World of Misguided Incentives
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: 
• Search for “Global warming”! 
• Make a screen print of the first page and send it back
Humanity vs Algorithms - A World of Misguided Incentives
Humanity vs Algorithms - A World of Misguided Incentives
TEST IS 
BIAS AS 
HELL!!
BUT. 
IF IT IS SO. 
THEN IS IT SO ODD 
THAT WE CANNOT GET 
ALONG?
Humanity vs Algorithms - A World of Misguided Incentives
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. 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
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
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
OR!! 
maybe…
IF YOU 
GOT 
BRAINS!!
THE FRAGMENTED WEB 
ALLOWS YOU TO 
HAVE SEVERAL 
CONTRADICTING 
OPINIONS!!!
THANK YOU! 
A WORLD OF MISGUIDED INCENTIVES 
@jesperastrom

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Humanity vs Algorithms - A World of Misguided Incentives

  • 1. HUMANITY VS. ALGORITHMS A WORLD OF MISGUIDED INCENTIVES @jesperastrom
  • 2. DO YOU KNOW WHY GOOGLE SHOWS YOU WHAT THEY SHOW YOU IN THEIR SEARCH ENGINE?
  • 5. 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.
  • 9. “GREAT SERVICE” “CONSUMER ORIENTED” “INNOVATIVE”
  • 11. SO, WHAT DOES THIS LOVE BOMBING REALLY MEAN?
  • 18. IF WE ONLY SEE THINGS THAT WE LIKE, HOW WILL WE EVER LEARN TO SEE SOMETHING FROM A DIFFERENT PERSPECTIVE?
  • 20. ARE THE ALGORITHMS FIGHT TO PLEASE, BECOMING A PROBLEM FOR HUMANITY?
  • 22. CAN THE “NON FRICTION WEB”, FRAGMENTED WEB ALSO BE THE EXPLANATION FOR “IDIOTS” LIKE…
  • 26. WHO CAN BLAME THEM, IF THEIR BELIEFS ARE RECONFIRMED EVERYWHERE.
  • 27. SO. I WANTED TO TEST IF THIS WAS TRUE.
  • 28. THE TEA PARTY TEST.
  • 29. 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
  • 32. TEST IS BIAS AS HELL!!
  • 33. BUT. IF IT IS SO. THEN IS IT SO ODD THAT WE CANNOT GET ALONG?
  • 35. THIS IS NOT THAT ODD…
  • 36. SO. WHAT SHALL WE DO?
  • 37. F* IT! LET’S THINK BUSINESS!!
  • 38. 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
  • 39. 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
  • 40. 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
  • 42. IF YOU GOT BRAINS!!
  • 43. THE FRAGMENTED WEB ALLOWS YOU TO HAVE SEVERAL CONTRADICTING OPINIONS!!!
  • 44. THANK YOU! A WORLD OF MISGUIDED INCENTIVES @jesperastrom