The Uncanny Valley of Personalization

Data Doppelgängers and the Uncanny Valley of Personalization – Sara M. Watson – The Atlantic.

Data tracking and personalized advertising is often described as “creepy.” Personalized ads and experiences are supposed to reflect individuals, so when these systems miss their mark, they can interfere with a person’s sense of self. It’s hard to tell whether the algorithm doesn’t know us at all, or if it actually knows us better than we know ourselves.