Yet the algorithm can go much deeper than that. Engineers are currently developing software that can detect human emotions based on the movements of our eyes and facial muscles.8 Add a good camera to the television, and such software will know which scenes made us laugh, which scenes made us sad, and which scenes bored us. Next, connect the algorithm to biometric sensors, and the algorithm will know how each frame has influenced our heart rate, our blood pressure, and our brain activity. As we watch, say, Tarantino’s Pulp Fiction, the algorithm may note that the rape scene caused us an almost imperceptible tinge of sexual arousal, that when Vincent accidentally shot Marvin in the face it made us laugh guiltily, and that we didn’t get the joke about the Big Kahuna Burger – but we laughed anyway, so as not to look stupid. When you force yourself to laugh, you use different brain circuits and muscles than when you laugh because something is really funny. Humans cannot usually detect the difference. But a biometric sensor could.9
The word television comes from Greek ‘tele’, which means ‘far’, and Latin ‘visio’, sight. It was originally conceived as a device that allows us to see from afar. But soon, it might allow us to be seen from afar. As George Orwell envisioned in Nineteen Eighty-Four, the television will watch us while we are watching it. After we’ve finished watching Tarantino’s entire filmography, we may have forgotten most of it. But Netflix, or Amazon, or whoever owns the TV algorithm, will know our personality type, and how to press our emotional buttons. Such data could enable Netflix and Amazon to choose movies for us with uncanny precision, but it could also enable them to make for us the most important decisions in life – such as what to study, where to work, and who to marry.
Of course Amazon won’t be correct all the time. That’s impossible. Algorithms will repeatedly make mistakes due to insufficient data, faulty programming, muddled goal definitions and the chaotic nature of life.10 But Amazon won’t have to be perfect. It will just need to be better on average than us humans. And that is not so difficult, because most people don’t know themselves very well, and most people often make terrible mistakes in the most important decisions of their lives. Even more than algorithms, humans suffer from insufficient data, from faulty programming (genetic and cultural), from muddled definitions, and from the chaos of life.
You may well list the many problems that beset algorithms, and conclude that people will never trust them. But this is a bit like cataloguing all the drawbacks of democracy and concluding that no sane person would ever choose to support such a system. Winston Churchill famously said that democracy is the worst political system in the world, except for all the others. Rightly or wrongly, people might reach the same conclusions about Big Data algorithms: they have lots of hitches, but we have no better alternative.
As scientists gain a deeper understanding of the way humans make decisions, the temptation to rely on algorithms is likely to increase. Hacking human decision-making will not only make Big Data algorithms more reliable, it will simultaneously make human feelings less reliable. As governments and corporations succeed in hacking the human operating system, we will be exposed to a barrage of precision-guided manipulation, advertisement and propaganda. It might become so easy to manipulate our opinions and emotions that we will be forced to rely on algorithms in the same way that a pilot suffering an attack of vertigo must ignore what his own senses are telling him and put all his trust in the machinery.
In some countries and in some situations, people might not be given any choice, and they will be forced to obey the decisions of Big Data algorithms. Yet even in allegedly free societies, algorithms might gain authority because we will learn from experience to trust them on more and more issues, and will gradually lose our ability to make decisions for ourselves. Just think of the way that within a mere two decades, billions of people have come to entrust the Google search algorithm with one of the most important tasks of all: searching for relevant and trustworthy information. We no longer search for information. Instead, we google. And as we increasingly rely on Google for answers, so our ability to search for information by ourselves diminishes. Already today, ‘truth’ is defined by the top results of the Google search.11
This has also been happening with physical abilities, such as navigating space. People ask Google to guide them around. When they reach an intersection, their gut feeling might tell them ‘turn left’, but Google Maps says ‘turn right’. At first they listen to their gut feeling, turn left, get stuck in a traffic jam, and miss an important meeting. Next time they listen to Google, turn right, and make it on time. They learn from experience to trust Google. Within a year or two, they blindly rely on whatever Google Maps tells them, and if the smartphone fails, they are completely clueless. In March 2012 three Japanese tourists in Australia decided to take a day trip to a small offshore island, and drove their car straight into the Pacific Ocean. The driver, twenty-one-year-old Yuzu Nuda, later said that she just followed the instructions of the GPS and ‘it told us we could drive down there. It kept saying it would navigate us to a road. We got stuck.’12 In several similar incidents people drove into a lake, or fell off a demolished bridge, by apparently following GPS instructions.13 The ability to navigate is like a muscle – use it or lose it.14 The same is true for the ability to choose spouses or professions.