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SHADOW SELVES: LIVING WITH (OR WITHOUT) OUR BIG DATA DOUBLES EMERCE EDAY SCOTT SMITH @CHANGEIST STILL FROM “UNNAMED SOUNDSCULPTURE,” BY CEDRIC KIEFER AND DANIEL FRANKE CHANGEIST

SHADOW SELVES: LIVING WITH (OR WITHOUT) OUR BIG DATA DOUBLES

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Presented at Emerce eDay 2014 in Amsterdam. "The embrace of Big Data is generating massive pools of information about consumers in an attempt to create profiles that can be understood, sold to, advertised to, and increasingly treated like the real "us". But as we cast more data shadows, these digital portraits of us take on a life of their own, for better or for worse. Scott will examine what's happening as we go from personalization to digital duplicates to world where our data selves—shadow selves—may become more important and influential than our real personas."

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S H A D O W S E LV E S : L I V I N G W I T H ( O R W I T H O U T ) O U R B I G D ATA D O U B L E S

E M E R C E E D A Y

S C O T T S M I T H @ C H A N G E I S T

S T I L L F R O M “ U N N A M E D S O U N D S C U L P T U R E , ” B Y C E D R I C K I E F E R A N D D A N I E L F R A N K E

CHANGE I ST

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2 4 H R S I N P H O T O S | E R I K K E S S E L S | B I G B A N G D ATA E X H I B I T I O N | C C C B

70% of stored data—900 exabytes, doubling annually—is generated by people directly.

S O U R C E : I D C / E M C

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H T T P : / / W W W. E N G A D G E T. C O M / 2 0 1 2 / 1 1 / 1 2 / N E C - O U T S - 8 8 0 - FA C I A L - R E C O G N I T I O N - S Y S T E M /

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H T T P : / / W W W. A M S C R E E N . E U /

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Image: Flickr / Suman Park / (CC BY-NC-SA 2.0)

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I M A G E ; B E R A L D O L E A L | F L I C K R

$4 trillion spent by businesses on IT hardware, software, people and

services since 2005. “ B I G D A TA : S E I Z I N G O P P O R T U N I T I E S ,

P R E S E R V I N G VA L U E S | W H I T E H O U S E

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H T T P : / / W W W. A M S C R E E N . E U /

Data-driven marketing “added $156 billion in revenue to the U.S. economy and fueled more than 675,000 jobs in 2012 alone.”

D A TA - D R I V E N M A R K E T I N G I N S T I T U T E

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http://missbudgetbeauty.co.uk/

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Image: Flickr / Henrik Busch /(CC BY-NC-SA 2.0)

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A D A M B A R T L E T T / F L I C K R

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– N A TA L I E D K A N E , “ G H O S T S T O R I E S :

D O W E K N O W W H E R E O U R I M A G E S E N D U P O N L I N E ? ” M E D I U M

“Algorithms do not know the context of a photograph, they don’t understand, or pre-empt the

consequences of their own function.”

J A M E S B R I D L E : R E N D E R G H O S T S

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http://www.itproportal.com/2014/04/16/aisight-the-surveillance-network-completely-run-by-ai/#ixzz2zciNYE8m

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I M A G E : F L I C K R / F E Z B A S H A R AT I A N / ( C C B Y- N C - N D 2 . 0 )

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“…it’s not possible to conceive a system that would let a robot understand hundreds of thousands of objects. But the cloud can have all that knowledge. A robot can use the cloud to start learning things about its environment. For example, this object is a cup and so I have to grab it like this…”

-Paolo Pirjanian, CTO, iRobot

I M A G E : F L I C K R / T O D K U R T / ( C C B Y- N C 2 . 0 )

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H T T P : / / F O R U M . L I B C I N D E R . O R G / T O P I C / K I N E C T- S D K - B L O C K

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S A R A M W A T S O N “ D A TA D O P P E L G Ä N G E R S A N D T H E U N C A N N Y VA L L E Y O F P E R S O N A L I Z A T I O N ” -

T H E A T L A N T I C

“Personalization purports to be uniquely meaningful, yet it alienates us in its mass application.”

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http://www.jamessiddle.net/boris-viz/index.html

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I M A G E : H A C K E R N E W S

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D A N W I L L I A M S I N C V D A Z Z L E AT D C O N S T R U C T 2 0 1 3 | C V D A Z Z L E B Y A D A M H A R V E Y \ I M A G E : R A I N R A B B I T, F L I C K R V I A H O N O R H A R G E R .

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— K A T E C R A W F O R D , “ T H E A N X I E T I E S O F B I G D A TA ” T H E N E W I N Q U I R Y

“Surveillant anxiety is always a conjoined twin: The anxiety of those surveilled is deeply connected to the

anxiety of the surveillers.”

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I M A G E : M I K E B O S T O C K , H T T P : / / B O S T. O C K S . O R G / M I K E / A L G O R I T H M S /

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T H A N K S T O : N A TA L I E D . K A N E S A R A W A T S O N K A T E C R A W F O R D FA R I D A V I S J O A N N E M C N E I L F O R T H E I R I N S P I R I N G R E S E A R C H I N T H I S A R E A .

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Thank you!

@ C H A N G E I S T

S S M I T H @ C H A N G E I S T. C O M

C H A N G E I S T. C O M

CHANGE I ST