Jordan Berkowitz // @jordanberkowitz or http://mrberkowitz.com

Big data &the uncanny valley

Hi.

This is a cautionary tale about the promise of big data and the impact that it has on what we all do.

Everyone is talking about big data.

But what is it?

There is no doubt in my mind that this is and will be transformational technology.

Clearly the implications from medicine to finance to government are far reaching, but what about what we do?

Creative Communications

Big data ≠ Customization

Inference

When it's not quite right, we know it's wrong.

Worse yet, when it is right it can be disconcerting, or odd, or frightening.

The Uncanny Valley

Does this weirdyou out?

How about this?

This?

Or this?

So Is the uncanny valley A blueprint for the cultural acceptance of big data?

Yes and no.

Yes.

The uncanny valley offers a valid analog for the emotional reaction to big data.

No.

Unlike robotics, creative communications aim to sell something and that complicates the equation immensely.

So how Should we proceed?

Slowly.

Slowly.

Selflessly.

Slowly.

Selflessly.

Skeptically.

Thanks.

Jordan Berkowitz // @jordanberkowitz or http://mrberkowitz.com