Recently, Badshah took the rap for allegedly paying for fake views on a music video, in a bid to break a YouTube viewership record. I’m surprised that a lot of folks were surprised! Whether it’s social media (FB, Instagram, Snapchat etc) or media networks (YouTube, TikTok, and largely Twitter too), digital ecosystems have been built around reach. Just like traditional media was. Reach that is then sold to brands and advertisers. Reach that is usually also a poor surrogate for efficiency and effectiveness. That’s why all this reminds me of Goodhart’s law – when a measure becomes a target, it ceases to be a good measure. The unintended but predictable consequences of optimising for the measure. So why do brands still do it? Hey, everyone has KRAs and no time for real outcomes. Output is good enough. Influencer marketing does just that. Besides, a case can even be made for credibility in the audience’s mind. But that’s a separate story. (more…)
Category: Future
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Classes Apart
Sometime back, during an evening out with friends of the ex-colleague kind, one of them remarked how, for the business analyst roles he was hiring for, he had asked his HR to only consider the IIT + IIM species. It’s an understandable heuristic, and one I have seen too often now to be vexed.
In public, that is. It didn’t stop me from thinking of a subject that hasn’t appeared on the blog since 2016 – meritocracy. At a personal level, I have battled the systemic bias with whatever cognitive privilege I had, and made modest gains. There have been scars too – “the muscle memory of having to fight for every little thing“, and it’s only recently that I have been able to deal with it objectively, and heal. But increasingly, I have felt that education is the new caste. (more…)
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Womankind
Invisible Women, which I discovered thanks to D, is a book that I have been recommending to as many people as I can because of how enlightening it was. Though the extension of the book title is “exposing data bias in a world designed for men”, it actually goes well beyond that and brilliantly articulates the challenges that women face at the workplace, in public spaces, their everyday lives, and how the world works differently for them in the many, many things that men take for granted.
In another powerful book that I read recently, The Age of Surveillance Capitalism, Shoshana Zuboff eloquently explains how the latest form of capitalism has gone rogue and is now well on its way to influencing human behaviour and actions at industrial scale. By extension, this is a systematic assault on the concept of free will, all part of a relentless bid for more money, power and control. While industrial capitalism exploited nature, surveillance capitalism is doing the same to human nature. (more…)
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AI: Artificial Instincts
In Regression Planning, I wrote on whether we could re-learn the skills we have outsourced if events force us to. I read The Book of M recently, and it led me in a different direction on the same subject. The book is fiction set in a dangerous future, where people lose their shadows. What starts as a curiosity takes a dangerous turn when they realise that with the shadow goes memories. All kinds of memories – from their life thus far to the knowledge that they have to eat to survive. The extreme case is forgetting how to breathe. Imagine feeling suffocated and ultimately dying when all that’s needed is to draw a breath. Yes, it’s extreme and yes, it’s fiction. And isn’t that just instinct, you would ask. Yes, again.
Yuval Noah Harari writes in”21 lessons from the 21st century” about how in March 2012, three Japanese tourists in Australia drove their car into the Pacific Ocean, thanks to their unwavering trust in the GPS. Apparently it kept saying it would navigate them to a road! You could shake your head and quote Einstein on the infiniteness of human stupidity, but I don’t think it’s that simple. A better question to ask would be why they didn’t trust their intuition.
We all have intuitions and intelligence that we develop over a period of time. We become smart, or that’s how it’s supposed to work! But is that really so now? The smartphone was only the first step. Devices and even ambient environments are becoming smart. In a few decades we have moved from machines that help in physical tasks to systems that are taking over cognitive tasks, something Kevin Kelly has written about in The Inevitable. We’re increasingly outsourcing intelligence. The silver lining is that we’re at least trying to ensure it stays comprehensible to us!
Instagram, Facebook, Tinder, Spotify, Netflix, Amazon – everything is a feed of recommendations, whether it be social interactions, music, content or shopping! Once upon a time, these were conscious choices we made. These choices, new discoveries, their outcomes, the feedback loop, and the memories we store of them, all worked towards developing intuition. Beneath the cognitive skills we display externally is the wiring, and as the saying goes, Neurons that fire together, wire together. I think we’re now in the process of firing intuition and outsourcing it to algorithms. I don’t know what will happen first – advances in cognitive neuroscience, or the outsourcing. The hope is that they will happen in parallel and we will make choices about them after conscious reasoning.
Intelligence, intuition and instincts. The journeys in the first two are what have gotten the third hardwired into our biology and chemistry. When we cut off the pipeline to the first two, what happens to the third, and where does it leave our species? What is the organism that has artificial instincts?
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Regression planning
During our reindeer sledding tour in Tromso last year, our guide, who was a Sámi, gave us a glimpse of their way of living. A semi-nomadic life, built around their reindeer herds, which involved them traveling for several days twice a year across hundreds of kilometres. She told us how the capture and nurture of reindeers, and the lifestyle itself, has changed from a means of livelihood to a tradition that only very few are interested in.
In Fahadh’s movie Njan Prakashan, there is a hilarious, yet poignant moment, when he is asked to help the other workers plant rice seedlings in a field in Kerala. The workers immediately start off and are soon singing in gusto. Fahadh, who has never done any of this before, stands with his mouth agape, and then asks what the language is! His boss explains how most of the paddy field workers in Kerala now are Bengalis, and they’re singing their customary song. “We’ve forgotten our job, we’ve forgotten our song“, he says (roughly translated). (more…)