Nice post, Martyn!

In my opinion the algorithms used by Google, Amazon or Netflix – most of which are based on machine learning – are ushering in a new era of personalisation. I see two main problems with this – on the one hand, as you mention, one gets easily creeped out by the feeling that the machines are able to know an awful lot about your preferences by analysing and connecting different datasets. It can become a scary thought, but then again in the end I don’t necessarily have a problem with that (as long as I am aware of what it is I am sharing). Netflix just wants to make money and by better knowing my viewing habits, I am getting to view things I like and they keep me as a customer – a fair tradeoff. The more problematic issue I believe is when my environment on the net is personalised in a way that I remain in my own bubble of preferences. Google already skews search results based on your views. The problem with this is that what you think is the objective reality out there is actually a representation of reality Google thinks you would like. Differing political views might get pushed into the background potentially prohibiting debate and broadening one’s horizon.

The biggest advantages I see in this increasing personalisation, however, is in the field of education. The more we know about a student’s learning progress and mental state the better we can tailor education to their specific learning needs. Perhaps one day every person will have their own personal digital tutor optimising the learning experience in a way that might even surpass the pedagogic ability of even the best personal human tutors out there giving you their undivided attention.

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