What will a future without secrets look like? | Alessandro Acquisti

202,332 views ・ 2013-10-18

TED


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00:12
I would like to tell you a story
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connecting the notorious privacy incident
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involving Adam and Eve,
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and the remarkable shift in the boundaries
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between public and private which has occurred
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in the past 10 years.
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You know the incident.
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Adam and Eve one day in the Garden of Eden
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realize they are naked.
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They freak out.
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And the rest is history.
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Nowadays, Adam and Eve
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would probably act differently.
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[@Adam Last nite was a blast! loved dat apple LOL]
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[@Eve yep.. babe, know what happened to my pants tho?]
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We do reveal so much more information
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about ourselves online than ever before,
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and so much information about us
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is being collected by organizations.
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Now there is much to gain and benefit
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from this massive analysis of personal information,
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or big data,
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but there are also complex tradeoffs that come
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from giving away our privacy.
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And my story is about these tradeoffs.
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We start with an observation which, in my mind,
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has become clearer and clearer in the past few years,
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that any personal information
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can become sensitive information.
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Back in the year 2000, about 100 billion photos
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were shot worldwide,
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but only a minuscule proportion of them
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were actually uploaded online.
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In 2010, only on Facebook, in a single month,
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2.5 billion photos were uploaded,
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most of them identified.
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In the same span of time,
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computers' ability to recognize people in photos
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improved by three orders of magnitude.
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What happens when you combine
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these technologies together:
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increasing availability of facial data;
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improving facial recognizing ability by computers;
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but also cloud computing,
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which gives anyone in this theater
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the kind of computational power
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which a few years ago was only the domain
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of three-letter agencies;
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and ubiquitous computing,
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which allows my phone, which is not a supercomputer,
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to connect to the Internet
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and do there hundreds of thousands
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of face metrics in a few seconds?
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Well, we conjecture that the result
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of this combination of technologies
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will be a radical change in our very notions
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of privacy and anonymity.
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To test that, we did an experiment
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on Carnegie Mellon University campus.
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We asked students who were walking by
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to participate in a study,
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and we took a shot with a webcam,
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and we asked them to fill out a survey on a laptop.
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While they were filling out the survey,
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we uploaded their shot to a cloud-computing cluster,
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and we started using a facial recognizer
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to match that shot to a database
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of some hundreds of thousands of images
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which we had downloaded from Facebook profiles.
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By the time the subject reached the last page
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on the survey, the page had been dynamically updated
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with the 10 best matching photos
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which the recognizer had found,
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and we asked the subjects to indicate
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whether he or she found themselves in the photo.
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Do you see the subject?
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Well, the computer did, and in fact did so
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for one out of three subjects.
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So essentially, we can start from an anonymous face,
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offline or online, and we can use facial recognition
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to give a name to that anonymous face
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thanks to social media data.
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But a few years back, we did something else.
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We started from social media data,
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we combined it statistically with data
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from U.S. government social security,
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and we ended up predicting social security numbers,
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which in the United States
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are extremely sensitive information.
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Do you see where I'm going with this?
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So if you combine the two studies together,
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then the question becomes,
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can you start from a face and,
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using facial recognition, find a name
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and publicly available information
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about that name and that person,
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and from that publicly available information
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infer non-publicly available information,
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much more sensitive ones
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which you link back to the face?
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And the answer is, yes, we can, and we did.
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Of course, the accuracy keeps getting worse.
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[27% of subjects' first 5 SSN digits identified (with 4 attempts)]
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But in fact, we even decided to develop an iPhone app
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which uses the phone's internal camera
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to take a shot of a subject
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and then upload it to a cloud
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and then do what I just described to you in real time:
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looking for a match, finding public information,
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trying to infer sensitive information,
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and then sending back to the phone
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so that it is overlaid on the face of the subject,
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an example of augmented reality,
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probably a creepy example of augmented reality.
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In fact, we didn't develop the app to make it available,
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just as a proof of concept.
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In fact, take these technologies
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and push them to their logical extreme.
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Imagine a future in which strangers around you
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will look at you through their Google Glasses
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or, one day, their contact lenses,
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and use seven or eight data points about you
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to infer anything else
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which may be known about you.
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What will this future without secrets look like?
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And should we care?
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We may like to believe
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that the future with so much wealth of data
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would be a future with no more biases,
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but in fact, having so much information
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doesn't mean that we will make decisions
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which are more objective.
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In another experiment, we presented to our subjects
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information about a potential job candidate.
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We included in this information some references
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to some funny, absolutely legal,
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but perhaps slightly embarrassing information
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that the subject had posted online.
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Now interestingly, among our subjects,
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some had posted comparable information,
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and some had not.
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Which group do you think
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was more likely to judge harshly our subject?
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Paradoxically, it was the group
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who had posted similar information,
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an example of moral dissonance.
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Now you may be thinking,
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this does not apply to me,
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because I have nothing to hide.
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But in fact, privacy is not about
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having something negative to hide.
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Imagine that you are the H.R. director
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of a certain organization, and you receive résumés,
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and you decide to find more information about the candidates.
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Therefore, you Google their names
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and in a certain universe,
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you find this information.
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Or in a parallel universe, you find this information.
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Do you think that you would be equally likely
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to call either candidate for an interview?
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If you think so, then you are not
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like the U.S. employers who are, in fact,
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part of our experiment, meaning we did exactly that.
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We created Facebook profiles, manipulating traits,
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then we started sending out résumés to companies in the U.S.,
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and we detected, we monitored,
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whether they were searching for our candidates,
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and whether they were acting on the information
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they found on social media. And they were.
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Discrimination was happening through social media
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for equally skilled candidates.
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Now marketers like us to believe
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that all information about us will always
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be used in a manner which is in our favor.
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But think again. Why should that be always the case?
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In a movie which came out a few years ago,
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"Minority Report," a famous scene
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had Tom Cruise walk in a mall
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and holographic personalized advertising
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would appear around him.
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Now, that movie is set in 2054,
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about 40 years from now,
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and as exciting as that technology looks,
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it already vastly underestimates
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the amount of information that organizations
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can gather about you, and how they can use it
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to influence you in a way that you will not even detect.
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So as an example, this is another experiment
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actually we are running, not yet completed.
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Imagine that an organization has access
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to your list of Facebook friends,
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and through some kind of algorithm
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they can detect the two friends that you like the most.
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And then they create, in real time,
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a facial composite of these two friends.
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Now studies prior to ours have shown that people
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don't recognize any longer even themselves
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in facial composites, but they react
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to those composites in a positive manner.
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So next time you are looking for a certain product,
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and there is an ad suggesting you to buy it,
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it will not be just a standard spokesperson.
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It will be one of your friends,
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and you will not even know that this is happening.
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Now the problem is that
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the current policy mechanisms we have
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to protect ourselves from the abuses of personal information
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are like bringing a knife to a gunfight.
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One of these mechanisms is transparency,
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telling people what you are going to do with their data.
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And in principle, that's a very good thing.
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It's necessary, but it is not sufficient.
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Transparency can be misdirected.
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You can tell people what you are going to do,
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and then you still nudge them to disclose
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arbitrary amounts of personal information.
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So in yet another experiment, this one with students,
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we asked them to provide information
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about their campus behavior,
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including pretty sensitive questions, such as this one.
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[Have you ever cheated in an exam?]
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Now to one group of subjects, we told them,
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"Only other students will see your answers."
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To another group of subjects, we told them,
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"Students and faculty will see your answers."
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Transparency. Notification. And sure enough, this worked,
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in the sense that the first group of subjects
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were much more likely to disclose than the second.
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It makes sense, right?
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But then we added the misdirection.
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We repeated the experiment with the same two groups,
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this time adding a delay
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between the time we told subjects
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how we would use their data
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and the time we actually started answering the questions.
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How long a delay do you think we had to add
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in order to nullify the inhibitory effect
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of knowing that faculty would see your answers?
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Ten minutes?
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Five minutes?
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One minute?
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How about 15 seconds?
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Fifteen seconds were sufficient to have the two groups
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disclose the same amount of information,
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as if the second group now no longer cares
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for faculty reading their answers.
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Now I have to admit that this talk so far
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may sound exceedingly gloomy,
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but that is not my point.
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In fact, I want to share with you the fact that
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there are alternatives.
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The way we are doing things now is not the only way
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they can done, and certainly not the best way
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they can be done.
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When someone tells you, "People don't care about privacy,"
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consider whether the game has been designed
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and rigged so that they cannot care about privacy,
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and coming to the realization that these manipulations occur
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is already halfway through the process
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of being able to protect yourself.
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When someone tells you that privacy is incompatible
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with the benefits of big data,
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consider that in the last 20 years,
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researchers have created technologies
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to allow virtually any electronic transactions
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to take place in a more privacy-preserving manner.
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We can browse the Internet anonymously.
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We can send emails that can only be read
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by the intended recipient, not even the NSA.
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We can have even privacy-preserving data mining.
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In other words, we can have the benefits of big data
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while protecting privacy.
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Of course, these technologies imply a shifting
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of cost and revenues
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between data holders and data subjects,
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which is why, perhaps, you don't hear more about them.
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Which brings me back to the Garden of Eden.
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There is a second privacy interpretation
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of the story of the Garden of Eden
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which doesn't have to do with the issue
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of Adam and Eve feeling naked
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and feeling ashamed.
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You can find echoes of this interpretation
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in John Milton's "Paradise Lost."
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In the garden, Adam and Eve are materially content.
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They're happy. They are satisfied.
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However, they also lack knowledge
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and self-awareness.
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The moment they eat the aptly named
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fruit of knowledge,
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that's when they discover themselves.
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They become aware. They achieve autonomy.
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The price to pay, however, is leaving the garden.
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So privacy, in a way, is both the means
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and the price to pay for freedom.
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Again, marketers tell us
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that big data and social media
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are not just a paradise of profit for them,
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but a Garden of Eden for the rest of us.
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We get free content.
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We get to play Angry Birds. We get targeted apps.
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But in fact, in a few years, organizations
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will know so much about us,
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they will be able to infer our desires
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before we even form them, and perhaps
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buy products on our behalf
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before we even know we need them.
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Now there was one English author
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who anticipated this kind of future
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where we would trade away
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our autonomy and freedom for comfort.
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Even more so than George Orwell,
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the author is, of course, Aldous Huxley.
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In "Brave New World," he imagines a society
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where technologies that we created
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originally for freedom
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end up coercing us.
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However, in the book, he also offers us a way out
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of that society, similar to the path
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that Adam and Eve had to follow to leave the garden.
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In the words of the Savage,
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regaining autonomy and freedom is possible,
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although the price to pay is steep.
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So I do believe that one of the defining fights
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of our times will be the fight
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for the control over personal information,
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the fight over whether big data will become a force
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for freedom,
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rather than a force which will hiddenly manipulate us.
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Right now, many of us
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do not even know that the fight is going on,
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but it is, whether you like it or not.
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And at the risk of playing the serpent,
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I will tell you that the tools for the fight
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are here, the awareness of what is going on,
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and in your hands,
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just a few clicks away.
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Thank you.
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(Applause)
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About this website

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