A future with no decisions.

Words like innovation, green, design, up-cycle, entrepreneurship, creative etc. are used like they are going out of fashion. It took me some time to realise that for the most part they are meaningless words used by businesses and people to sound trendy and look like good guys. There is one 'buzzword' however, which I find very interesting and it is 'BIG DATA'. Not usually written in capitals but it should be, I think. I am no expert in the term but perhaps some of the below might clarify something about big data and what makes it interesting to me.

You might remember in the last US election a guy called Nate Silver who was a blogger and actually did a good job of predicting the results of the US election using mathematical models and statistics. (You can find more info here). That same guy has used past data and math models to predict the outcome of baseball and poker games quite successfully. Methods like these are used by bankers, farmers, weathermen etc. to predict future outcomes, so nothing new there.

Big data is the term used to describe all of that information collected about social network users which includes their 'likes', searching habits, what they eat, where they are (e.g. GPS location and Foursquare) where they are going (various flight booking websites) etc. It might not be restricted to social media data but most people are happy to share this information as it is fun and convenient. They might not necessarily know how this data is used or how it could be used in the future because technology is moving so fast, it is hard to keep up with IT legislation which 'protects' users. It is hard to create legislation for something which is not defined to begin with. Some people are doing research on this issue and how to give users more 'rights' and tools to protect their information and how it is used (interesting articles on this here). For now though, it seems that big data is open to the world and they are inferring or predicting some interesting issues from this data.

To die for.

Facebook and Google have been using search results and big data to be where they are now. At the consumer level, Google is doing well promoting products and services (music, images and video through YouTube) that suit your tastes. From search results, Google can put adverts on a page which are likely to suit your preferences from past searches and online activity. So rather than getting an advert for a pink sequin Dior diamond encrusted Nokia phone, I should be getting a black bullet proof phone of some sort which is cheap and reliable for example (yayyyy!). Supposedly, Facebook can now predict your sexual orientation with 88% accuracy based on whether you like Britney Spears etc. (more information on that crazy idea here). So if you liked that video of Bob Dylan, read that article on the Guardian, booked that flight to Istanbul, read that French article on Sarkozy or had a gander at McEntee winning the Meath election in Ireland, all of these 'data points' could be used statistically to predict or infer something about you. It might not be trying to sell you a product directly but could be used to improve your internet experience in order to make you buy something eventually for example. I find this area to be exciting and also very scary but I am not arguing here whether it is right or wrong.

It is hard to define how, why and who collects data or whether it is a by-product of the internet where data has been hoarded and not used 'effectively' until now. With open information and the continuation of big data gathering as we know it today, let us imagine a scenario. It is 2050 and I come home in the evening and I am hungry. I get to the fridge and open it up to find a fresh stuffed chicken, some 'taters and beans. Perfect. I turn on the telly and my favourite TV show is on that I have not seen in ages. A message pops up on the screen to say that I have a flight booked to visit family some place and concert tickets have been booked for a concert I wish to see (at a cheap price). Suddenly, a video pops up of the election results and I am happy with the results because Jessica Delquenta got elected to the Dail as Taoiseach.

Molecular robots (image credit)

In 2050, your data and online habits are used to predict what you want and when you want it. Since you were young, a biotech microchip has been 'installed' in your body which can read various chemistry such as sugar and serotonin (believed to be one of the chemicals which alters our mood) levels for example. It allows your doctor to ensure that you are healthy and fit and can also be used to predict what your body needs or wants such as a stuffed chicken in the evening (or constituents that make up chicken and satisfy your bodies cravings). In this 2050, you don't have to make any decisions yourself because big data is used effectively to do it for you. There will be no elections as we know it today and people will not have to vote. 'Big data' will make the decision for you and it will always be right or 'feel' right to you. If it is wrong, you or your body dislikes it. No more pink diamond phones. It won't be a cut off world where we are just individuals using Facebook and staring at the world through a screen. Your environment will adapt with your needs and 'likes' and will allow you to spend less time making wrong choices!

Does this mean an end to 'choice' as we know it? Depending on how you define choice, this system could work very well. Imagine in 2050 that the next level of big data gathering works offline as well as online. With biotech, we have the ability to measure responses in our body due to external stimuli, for example; diamond phone makes me unhappy, keeping the elderly off the streets makes me happy. It knows your political preferences and knows that the elderly is a big issue for you and can predict who you would elect for government to improve conditions for the elderly etc. Can big data be used to make more informed decisions for you?! My way of life, interests, habits, health, relationships etc. can all be used to predict what I 'want'. Are we unknowingly, through how we live online, transferring the need to choose and make decisions into the hands of big data? Is it already happening now?