Doppelganger: a Trip into the Mirror World

by Naomi Klein

Many of us do appreciate a certain level of automated customization, especially algorithms that suggest music, books, and people who might interest us. And at first, the stakes seemed low: Is it really a big deal if we see ads and suggestions based on our interests and tastes? Or if chatbots help clear our email backlogs? Yet now we find ourselves neck-deep in a system where, as with my own real-life doppelganger, the stakes are distinctly higher. Personal data, extracted without full knowledge or understanding, is sold to third parties and can influence everything from what loans we are eligible for to what job postings we see—to whether our jobs are replaced by deep learning bots that have gotten shockingly good at impersonating us. And those helpful recommendations and eerie impersonations come from the same algorithms that have led countless people down perilous information tunnels that end in comparing a vaccine app to the Holocaust and may yet end up somewhere far more dangerous. So it turns out that none of it was ever benign—not even the cute shoes.