A presentation I recently gave at the IAB France Master Conference on November 27, 2012.

1. Big data &
the uncanny
valley
Jordan Berkowitz // @jordanberkowitz or http://mrberkowitz.com

2. Hi.

3. This is a cautionary
tale about the
promise of big data
and the impact that
it has on what we
all do.

4. Everyone is talking
about big data.

5. But what is it?

6. There is no doubt in
my mind that this is
and will be
transformational
technology.

7. Clearly the
implications from
medicine to finance
to government are
far reaching, but
what about what
we do?

8. Creative
Communications

9. Big data ≠
Customization

10. Inference

11. When it's not quite
right, we know it's
wrong.
Worse yet, when it is
right it can be
disconcerting, or
odd, or frightening.

13. The Uncanny Valley

15. Does this weird
you out?

17. How about this?

19. This?

21. Or this?

23. So Is the uncanny
valley A blueprint
for the cultural
acceptance of big
data?

24. Yes and no.

25. Yes.
The uncanny valley
offers a valid
analog for the
emotional reaction
to big data.

26. No.
Unlike robotics,
creative
communications aim to
sell something and
that complicates the
equation immensely.

27. So how Should we
proceed?

28. Slowly.

29. Slowly.
Selflessly.

30. Slowly.
Selflessly.
Skeptically.

31. Thanks.
Jordan Berkowitz // @jordanberkowitz or http://mrberkowitz.com