In Rise Radio’s latest podcast, Machine Learning and Ethics: James Green of Magnetic, James informs listeners on what’s happening at the intersection of data, marketing and machine learning. James focuses on big data by covering topics ranging from ethics in advertising to cultural differences and how these dictate legislation between countries and continents.
We consume approximately a million pieces of data a second, and no human can absorb this amount of information. Therefore it’s better, and necessary, to feed all this data into one self-aware system and have the machine make logical decisions for you. There is massive bias in the current system because humans have prejudices and rules, but these systems are not like people — they absorb data, test every single possible outcome, and give an unbiased decision.
The algorithms and systems of machine learning rise to a relatively similar level. In order to optimize the outcome, the key factor is who has the most data going into the system, not the system itself. James states, “You’re only as good as the data you’re putting into the system,” so you’re better off acquiring more data than hiring more people to improve the algorithm.
“It’s not that there won’t be work, it will just be different work.” James believes there will be massive opportunity for employment that will require a different skill set, but a large part of society won’t have these skills. A subset of society will struggle, like when manufacturing became automated. The bigger question is what happens to those who are displaced due to lack of skills and how will society treat these people? We will have to wait and see how our country adapts.
Data laws and policies can be broken down into 3 ideas in the world:
In the United States, your data isn’t really yours — although there are some laws, the data is free to anyone who can access it, which is why you get flooded with advertising. As a result of World War II, Europe has more strict laws to protect the individual’s privacy. For example, you must ask the consumer permission before you remarket to them. In a totalitarian regime, such as Russia, the government owns everything and has control over what is served.
Data allows us to learn the past, but creativity doesn’t necessarily rely on this information. James explains, “You’ve got to have data to make decisions, but there are some exceptions.” Creative decisions, such as industrial design, art, and creativity, fall under these exceptions. Apple, for example, is zoned in on design and vision and doesn’t really look to data to influence their decision making. On the other hand, when you are making decisions for millions of people or finding what your consumers like and don’t like, this isn’t a gut decision and data can and should be applied.
Want to hear more learn more about big data transforming the world of marketing and the future of machine learning? Listen to the full podcast.
Magnetic is an artificial intelligence company that uses machine learning to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of over 350 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant audiences and profitable campaigns for our clients.