Complexity is an over-used word in the world of marketing. Marketing 'gurus' often talk about the growing complexity of our data-driven marketing efforts. Lumascape continues to scare the pants off us with its annual attempt to get more logos onto a PowerPoint slide than anyone has managed before.
However, the advances of ArtificiaI Intelligence (AI) as the engine that drives many adtech/martech platforms is throwing a complex-shaped hand grenade into the middle of the GDPR debate.
This article looks at the potential impact of machines controlling people's decisions, particularly when it comes to opting into receiving marketing content.
As we learned during the general election, political campaigns now routinely involve paid social advertising utilising a variety of data to identify likely supporters or swing voters. Such ‘social scoring’, whether done manually or by an algorithm, is concerning to some. Professor John Rust of Cambridge University’s Psychometric Centre told the Guardian: “The danger of not having regulation around the sort of data you can get from Facebook and elsewhere is clear. With this, a computer can actually do psychology; it can predict and potentially control human behaviour.” He finds it “incredibly dangerous” that people’s “attitudes are being changed behind their backs”.