How devices will soon begin pressuring us to “fix” our behavior. Via the Wall Street Journal, Evgeny Morozov writes:
Many smart technologies are heading in a disturbing direction. A number of thinkers in Silicon Valley see these technologies as a way not just to give consumers new products that they want but to push them to behave better. The central idea is clear: social engineering disguised as product engineering.
Last week in Singapore, Google Chief Financial Officer Patrick Pichette restated Google’s notion that the world is a “broken” place whose problems, from traffic jams to inconvenient shopping experiences to excessive energy use, can be solved by technology. The futurist and game designer Jane McGonigal, a favorite of the TED crowd, also likes to talk about how “reality is broken” but can be fixed by making the real world more like a videogame, with points for doing good.
Insurance companies already offer significant discounts to drivers who agree to install smart sensors in order to monitor their driving habits. How long will it be before customers can’t get auto insurance without surrendering to such surveillance? And how long will it be before the self-tracking of our health (weight, diet, steps taken in a day) graduates from being a recreational novelty to a virtual requirement?
Thanks to the proliferation of cheap, powerful sensors, the most commonplace objects can finally understand what we do with them—from umbrellas that know it’s going to rain to shoes that know they’re wearing out—and alert us to potential problems and programmed priorities. And because our personal identities are now so firmly pegged to our profiles on social networks, our every interaction with such objects can be made “social”—that is, visible to our friends. This visibility, in turn, allows designers to tap into peer pressure: Recycle and impress your friends, or don’t recycle and risk incurring their wrath.
But there is reason to worry about this approaching revolution. As smart technologies become more intrusive, they risk undermining our autonomy by suppressing behaviors that someone somewhere has deemed undesirable. Smart forks inform us that we are eating too fast. Smart toothbrushes urge us to spend more time brushing our teeth. Smart sensors in our cars can tell if we drive too fast or brake too suddenly.