Mark Zuckerberg ushered in the new year pledging to address the many woes that now plague his company by “making sure people have control of their information,” and “ensuring our services improve people’s well-being.”
Facebook is an exemplary company—if you are a fan of “surveillance capitalism,” my term for businesses that create a new kind of marketplace out of our private human experiences. They hoover up all the behavioural data they can glean from our every move (literally, in terms of tracking our phones’ locations) and transform it with machine intelligence into predictions, as they learn to anticipate and even steer our future behaviour. These predictions are traded in novel futures markets aimed at a new class of business customers.
By SHOSHANA ZUBOFF
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