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The Latest Online Culture War Is Humans vs. Algorithms

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Algorithms,Twitter,Artificial Intelligence

Ever feel like Instagram or TikTok algorithms know you a bit too well? The backlash against automated curation is building, and new algorithm-free platforms are springing up.

The algorithm has won. The most powerful social, video, and shopping platforms have all converged on a philosophy of coddling users in automated recommendations. Whether through Spotify’s personalized playlists, TikTok’s all-knowing For You page, or Amazon’s product suggestions, the internet is hell-bent on micromanaging your online activity. At the same time, awareness of the potential downsides of this techno-dictatorial approach has never been higher.

Brands and bots are barred from Spread, and, like PI.FYI, the platform doesn’t support ads. Instead of working to maximize time-on-site, Rogers’ primary metrics for success will be indicators of “meaningful” human engagement, like when someone clicks on another user's recommendation and later takes action like signing up for a newsletter or subscription. He hopes this will align companies whose content is shared on Spread with the platform’s users.

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