Everything we do online generates data.
Every interaction, every A or B choice, every preference is recorded by our devices and data harvested by the corporate giants of the Silicon Valley.
This data was initially used to hone smart curation algorithms. Keep the users onsite for as long as possible, capture and captivate their attention.
Usage data grew exponentially. The ‘attention economy’ was born.
Machine learning developed to crunch and parse the big data through psychometrics pattern-matching.
Social media algorithms evolved into unparalleled micro-target advertising and global marketing spend shifted online, hundreds of billions a year pouring into big tech corporations.

Today, demographic profiling is so accurate, real-time and individuated, social media feeds know you better than you know yourself.
“The problems that humans are facing is that we are not consistent, we cannot play under great pressure. Our games are marked by good and bad moves – not blunders, just inaccuracies. They remain unnoticed in human chess, but are very damaging when you are facing a machine.” — Gary Kasparov