Sales of George Orwell’s Nineteen Eighty-Four have risen since Edward Snowden revealed how the National Security Agency of the US gains access to telephone records and data from technology companies. So far, if people do not exactly love Big Brother, they are prepared to accept some invasion of their privacy in return for security.
What about “big data”? Companies that hold rapidly expanding amounts of personal information are using new kinds of data analysis and artificial intelligence to shape products and services, and to predict what customers will want. Larry Page, Google’s chief executive, describes his ideal form of technology as “a really smart assistant doing things for you so you don’t have to think about it”.
The vision of living in a virtual Downton Abbey, with a computer to plan your day, suggest the best route to travel, the films you might want to watch and the best flight to catch – even to book it for you – has an allure. We are all pressed for time and want an easy life. Instead of being bombarded with information and forced to choose, it’s nice to get personal service.