"...It's a world of perfect targeting. Optimization. Zero wastage. Absolute utility. Total accountability...What could possibly be wrong with all this? In this new world where relevance -- of information, of entertainment, of advertising, even of new social contacts -- is increasing by the atomically measured second, all powered by the extraordinary power of the Almighty Algorithm, what are we losing?
Well, these shifts are triggering a smoothing out in our experiences, prompting a reduction in serendipity and introducing a spooky predictability to many facets of our lives. It's becoming clear that ultra relevance comes with a hidden price. Because if everything's relevant, then nothing's unexpected, and if nothing's unexpected, then nothing surprises you, and if nothing surprises you, then that's a strange, neutralized, vanilla kind of life to lead. Think John Anderton meets Truman Burbank.
We're talking about the end of surprise...And right there is the opportunity for marketing: to deliver not just relevance, but revelation..." - Ben Malbon
We believe this is the opportunity for the marketing and communications industry.