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

Prevoditelj: Davorin Jelačić Recezent: Tilen Pigac - EFZG

I would like to tell you a story

Želim vam ispričati priču

connecting the notorious privacy incident

koja povezuje slavan incident s privatnošću

involving Adam and Eve,

Adama i Eve,

and the remarkable shift in the boundaries

te izuzetno pomicanje granica

between public and private which has occurred

između javnog i privatnog koje se dogodilo

in the past 10 years.

u zadnjih 10 godina.

You know the incident.

Znate za taj incident.

Adam and Eve one day in the Garden of Eden

Jednoga dana u Edenskom vrtu, Adam i Eva

realize they are naked.

shvate da su goli.

They freak out.

Izbezume se.

And the rest is history.

I ostalo je povijest.

Nowadays, Adam and Eve

Danas, Adam i Eva

would probably act differently.

bi vjerojatno postupili drukčije.

[@Adam Last nite was a blast! loved dat apple LOL]

[@Adam Sinoć ludilo! jabuka bila njam LOL]

[@Eve yep.. babe, know what happened to my pants tho?]

[@Eva tako je.. dušo, imaš ideju gdje su mi nestale hlače?]

We do reveal so much more information

Otkrivamo puno više informacija

about ourselves online than ever before,

o sebi online nego ikada ranije,

and so much information about us

i mnoge informacije o nama

is being collected by organizations.

prikupljaju razne organizacije.

Now there is much to gain and benefit

Koristi od ovakve masovne analize osobnih informacija,

from this massive analysis of personal information,

velike količine podataka,

or big data,

su značajne

but there are also complex tradeoffs that come

ali puno toga i gubimo

from giving away our privacy.

time što se odričemo svoje privatnosti.

And my story is about these tradeoffs.

Moja priča je o toj transakciji.

We start with an observation which, in my mind,

Počinjemo s opažanjem koje je, po meni,

has become clearer and clearer in the past few years,

sve očiglednije u posljednjih nekoliko godina,

that any personal information

a to je da svaka osobna informacija

can become sensitive information.

može postati osjetljiva informacija.

Back in the year 2000, about 100 billion photos

U 2000. godini, nekih 100 milijardi fotografija

were shot worldwide,

je uslikano širom svijeta,

but only a minuscule proportion of them

ali je samo maleni dio njih

were actually uploaded online.

postavljen na internet.

In 2010, only on Facebook, in a single month,

U 2010-toj, samo na Facebooku, u jednom mjesecu,

2.5 billion photos were uploaded,

postavljeno je 2,5 milijardi slika,

most of them identified.

većina s identifikacijskim podatcima.

In the same span of time,

U istom razdoblju,

computers' ability to recognize people in photos

mogućnost računala da prepozna ljude na fotografijama

improved by three orders of magnitude.

poboljšala se za tri reda veličine.

What happens when you combine

Što se dogodi kad kombiniramo

these technologies together:

te tehnologije:

increasing availability of facial data;

povećana dostupnost podataka o licima;

improving facial recognizing ability by computers;

poboljšanje prepoznavanja lica od strane računala;

but also cloud computing,

ali također i računalnih oblaka,

which gives anyone in this theater

koji svakome u ovoj dvorani

the kind of computational power

daju računalnu snagu

which a few years ago was only the domain

kakva je prije nekoliko godina bila dostupna samo

of three-letter agencies;

agencijama s 3 slova;

and ubiquitous computing,

zatim sveprisutno računalstvo,

which allows my phone, which is not a supercomputer,

koje omogućava mom telefonu koji nije superračunalo,

to connect to the Internet

da se spoji na internet

and do there hundreds of thousands

i ondje obavi analizu

of face metrics in a few seconds?

stotine tisuća lica u nekoliko sekundi?

Well, we conjecture that the result

Zaključujemo da će rezultat

of this combination of technologies

kombiniranja ovih tehnologija

will be a radical change in our very notions

predstavljati radikalnu promjenu naših shvaćanja

of privacy and anonymity.

privatnosti i anonimnosti.

To test that, we did an experiment

Da to provjerimo, provelii smo eksperiment

on Carnegie Mellon University campus.

u kampusu sveučilišta Carnegie Mellon.

We asked students who were walking by

Zamolili smo studente u prolazu

to participate in a study,

za sudjelovanje u studiji,

and we took a shot with a webcam,

slikali ih web kamerom,

and we asked them to fill out a survey on a laptop.

i tražili da ispune anketu na laptopu.

While they were filling out the survey,

Dok su oni ispunjavali anketu,

we uploaded their shot to a cloud-computing cluster,

podigli smo njihovu sliku na klaster mrežnog oblaka,

and we started using a facial recognizer

i aktivirali prepoznavanje lica

to match that shot to a database

kako bismo spojili tu sliku

of some hundreds of thousands of images

s nekom od stotina tisuća drugih

which we had downloaded from Facebook profiles.

koje smo preuzeli s Facebook profila.

By the time the subject reached the last page

Dok bi ispitanik došao do zadnje stranice ankete

on the survey, the page had been dynamically updated

stranica bi se dinamički ažurirala

with the 10 best matching photos

s 10 najsličnijih slika

which the recognizer had found,

koje je program za prepoznavanje lica pronašao,

and we asked the subjects to indicate

i tražili smo da nam ispitanici pokažu

whether he or she found themselves in the photo.

nalaze li sebe na nekoj od slika.

Do you see the subject?

Vidite li ispitanika?

Well, the computer did, and in fact did so

Pa, računalo ga je našlo i to je uspjelo

for one out of three subjects.

za trećinu ispitanika.

So essentially, we can start from an anonymous face,

U biti, možemo početi od anonimnog lica,

offline or online, and we can use facial recognition

na mreži ili ne, i možemo upotrijebiti prepoznavanje lica

to give a name to that anonymous face

kako bismo otkrili ime toga lica,

thanks to social media data.

zahvaljujući podacima s društvenih medija.

But a few years back, we did something else.

Ali prije nekoliko godina, učinili smo nešto drugo.

We started from social media data,

Uzeli smo podatke s društvenih medija,

we combined it statistically with data

kombinirali ih statistički s podatcima

from U.S. government social security,

socijalnog osiguranja američke vlade,

and we ended up predicting social security numbers,

i mogli smo predvidjeti brojeve socijalnog osiguranja,

which in the United States

koji su u Sjedinjenim Državama

are extremely sensitive information.

izuzetno osjetljiva informacija.

Do you see where I'm going with this?

Vidite li kamo vas vodim?

So if you combine the two studies together,

Ako kombiniramo te dvije studije,

then the question becomes,

postavljamo pitanje

can you start from a face and,

možemo li početi od lica,

using facial recognition, find a name

i, pomoću prepoznavanja lica, otkriti ime

and publicly available information

i javno dostupne informacije

about that name and that person,

o tom imenu i toj osobi,

and from that publicly available information

i od tih javno dostupnih informacija

infer non-publicly available information,

zaključiti informacije koje nisu javno dostupne,

much more sensitive ones

one osjetljivije,

which you link back to the face?

koje ćemo povezati s licem?

And the answer is, yes, we can, and we did.

Odgovor je da, možemo, i uspjeli smo.

Of course, the accuracy keeps getting worse.

Naravno, točnost se pogoršava.

[27% of subjects' first 5 SSN digits identified (with 4 attempts)]

[otkriveno 27% prvih 5 znamenki socijalnog osiguranja (iz 4 pokušaja)]

But in fact, we even decided to develop an iPhone app

Čak smo odlučili razviti aplikaciju za iPhone

which uses the phone's internal camera

koja koristi ugrađenu kameru telefona

to take a shot of a subject

kako bi slikala osobu

and then upload it to a cloud

i zatim poslala sliku u oblak

and then do what I just described to you in real time:

i odradila ono što sam vam opisao, u stvarnom vremenu:

looking for a match, finding public information,

izvršila prepoznavanje, otkrila javne informacije,

trying to infer sensitive information,

probala pogoditi osjetljive informacije,

and then sending back to the phone

i poslala ih natrag na mobitel

so that it is overlaid on the face of the subject,

gdje su ispisane preko lica osobe.

an example of augmented reality,

To je primjer poboljšane stvarnosti,

probably a creepy example of augmented reality.

vjerojatno ljigav primjer poboljšane stvarnosti.

In fact, we didn't develop the app to make it available,

Nismo izradili aplikaciju kako bismo je učinili javno dostupnom,

just as a proof of concept.

već da bismo dokazali koncept.

In fact, take these technologies

Uzmite te tehnologije

and push them to their logical extreme.

i razvijte ih do njihovog logičnog ekstrema.

Imagine a future in which strangers around you

Zamislite budućnost u kojoj će vas stranci uokolo

will look at you through their Google Glasses

gledati kroz svoje Google naočale

or, one day, their contact lenses,

ili, jednoga dana, kroz leće,

and use seven or eight data points about you

i koristiti sedam ili osam podataka o vama

to infer anything else

kako bi otkrili sve drugo

which may be known about you.

što se o vama može doznati.

What will this future without secrets look like?

Kako će izgledati ta budućnost bez tajni?

And should we care?

Trebamo li brinuti?

We may like to believe

Možda bismo rado povjerovali

that the future with so much wealth of data

da će budućnost s toliko podataka

would be a future with no more biases,

biti budućnost bez predrasuda,

but in fact, having so much information

no, zapravo, količina informacija

doesn't mean that we will make decisions

ne znači da ćemo donositi

which are more objective.

objektivnije odluke.

In another experiment, we presented to our subjects

U drugom eksperimentu, ispitanicima smo predočili

information about a potential job candidate.

informacije o potencijalnom kandidatu za posao.

We included in this information some references

Te informacije su sadržavale

to some funny, absolutely legal,

neke duhovite, savršeno zakonite,

but perhaps slightly embarrassing information

ali možda malo neugodne informacije

that the subject had posted online.

koje je osoba objavila na internetu.

Now interestingly, among our subjects,

Neki naši ispitanici

some had posted comparable information,

su objavili usporedive informacije,

and some had not.

a neki nisu.

Which group do you think

Što mislite, koja je skupina

was more likely to judge harshly our subject?

oštrije sudila našem kandidatu?

Paradoxically, it was the group

Paradoksalno, bila je to skupina

who had posted similar information,

koja je o sebi objavila slične informacije,

an example of moral dissonance.

što je primjer moralnog odstupanja.

Now you may be thinking,

Možda mislite,

this does not apply to me,

to se ne odnosi na mene,

because I have nothing to hide.

jer ja nemam što skrivati.

But in fact, privacy is not about

Ali kod privatnosti nije riječ

having something negative to hide.

o nečemu negativnom što želimo sakriti.

Imagine that you are the H.R. director

Zamislite da ste direktor ljudskih resursa

of a certain organization, and you receive résumés,

u tvrtki, zaprimate životopise

and you decide to find more information about the candidates.

i odlučujete pronaći više informacija o kandidatima.

Therefore, you Google their names

Upišete im imena u Google

and in a certain universe,

i u određenom svemiru,

you find this information.

pronađete te informacije.

Or in a parallel universe, you find this information.

Ili u paralelnom svemiru pronađete ove.

Do you think that you would be equally likely

Mislite li da je vjerojatnost jednaka

to call either candidate for an interview?

kojeg kandidata ćete pozvati?

If you think so, then you are not

Ako tako mislite, onda niste

like the U.S. employers who are, in fact,

kao američki poslodavci koji su

part of our experiment, meaning we did exactly that.

sudionici eksperimenta, odnosno, baš smo to uradili.

We created Facebook profiles, manipulating traits,

Napravili smo Facebook profile, oblikovali karakteristike

then we started sending out résumés to companies in the U.S.,

i počeli slati životopise tvrtkama u SAD-u;

and we detected, we monitored,

otkrivali smo, pratili,

whether they were searching for our candidates,

da li pretražuju naše kandidate

and whether they were acting on the information

i da li postupaju prema informacijama

they found on social media. And they were.

koje su našli na društvenim mrežama. Činili su to.

Discrimination was happening through social media

Društveni mediji su omogućili diskriminaciju

for equally skilled candidates.

između jednako stručnih kandidata.

Now marketers like us to believe

Marketeri žele da vjerujemo

that all information about us will always

da će se naše informacije uvijek

be used in a manner which is in our favor.

koristiti u našu korist.

But think again. Why should that be always the case?

Razmislite malo. Zašto bi to uvijek bilo tako?

In a movie which came out a few years ago,

U filmu otprije nekoliko godina,

"Minority Report," a famous scene

"Manjinsko izvješće", u slavnom prizoru

had Tom Cruise walk in a mall

Tom Cruise hoda trgovačkim centrom

and holographic personalized advertising

i holografska reklama prilagođena njemu

would appear around him.

pojavljuje se oko njega.

Now, that movie is set in 2054,

Radnja filma je u 2054.,

about 40 years from now,

oko 40 godina od danas,

and as exciting as that technology looks,

i koliko god uzbudljivo ta tehnologija izgledala,

it already vastly underestimates

već danas drastično podcjenjuje

the amount of information that organizations

količinu informacija koje organizacije

can gather about you, and how they can use it

mogu prikupiti o vama i koristiti

to influence you in a way that you will not even detect.

da utječu na vas na način koji nikada nećete otkriti.

So as an example, this is another experiment

Na primjer, evo eksperimenta

actually we are running, not yet completed.

koji je u tijeku, nije još završen.

Imagine that an organization has access

Zamislite da organizacija ima pristup

to your list of Facebook friends,

popisu vaših Facebook prijatelja,

and through some kind of algorithm

i da nekakvim algoritmom

they can detect the two friends that you like the most.

može otkriti vaša dva najdraža prijatelja.

And then they create, in real time,

Zatim izrade, u stvarnom vremenu,

a facial composite of these two friends.

kompozit lica to dvoje prijatelja.

Now studies prior to ours have shown that people

Ranije studije su pokazale

don't recognize any longer even themselves

da ljudi ne prepoznaju ni sebe

in facial composites, but they react

u kompozitima lica, ali na njih

to those composites in a positive manner.

reagiraju s naklonošću.

So next time you are looking for a certain product,

I tako vi tražite neki proizvod,

and there is an ad suggesting you to buy it,

a u oglasu koji ga reklamira,

it will not be just a standard spokesperson.

nije bilo koji prezenter.

It will be one of your friends,

To je jedan od vaših prijatelja,

and you will not even know that this is happening.

a vi nećete ni znati što se događa.

Now the problem is that

Problem je u tome

the current policy mechanisms we have

što su postojeći pravni mehanizmi

to protect ourselves from the abuses of personal information

za zaštitu od zloporabe osobnih informacija

are like bringing a knife to a gunfight.

efikasni kao nož u dvoboju pištoljima.

One of these mechanisms is transparency,

Jedan od tih mehanizama je transparentnost,

telling people what you are going to do with their data.

da obavijestite ljude što ćete činiti s njihovim podatcima.

And in principle, that's a very good thing.

U načelu, to je vrlo dobra stvar.

It's necessary, but it is not sufficient.

To je potrebno, ali ne i dovoljno.

Transparency can be misdirected.

Transparentnost može biti prikrivena.

You can tell people what you are going to do,

Kažete ljudima što ćete činiti s podatcima,

and then you still nudge them to disclose

a onda ih ipak navedete da otkriju

arbitrary amounts of personal information.

arbitrarne količine osobnih informacija.

So in yet another experiment, this one with students,

U još jednom eksperimentu, ovoga puta sa studentima,

we asked them to provide information

pitali smo ih za informacije

about their campus behavior,

o njihovom ponašanju na fakultetu,

including pretty sensitive questions, such as this one.

uključujući osjetljiva pitanja, poput ovog.

[Have you ever cheated in an exam?]

Now to one group of subjects, we told them,

[Jeste li ikada varali na ispitu?]

Jednoj skupini smo rekli,

"Only other students will see your answers."

"Samo će drugi studenti vidjeti vaše odgovore."

To another group of subjects, we told them,

Drugoj skupini smo rekli,

"Students and faculty will see your answers."

"Studenti i profesori će vidjeti vaše odgovore."

Transparency. Notification. And sure enough, this worked,

Transparentnost. Obavijest. Rezultat je bio taj

in the sense that the first group of subjects

da je prva skupina ispitanika

were much more likely to disclose than the second.

priznala puno više od druge.

It makes sense, right?

Ima smisla, zar ne?

But then we added the misdirection.

Ali tada smo uveli prikrivanje.

We repeated the experiment with the same two groups,

Ponovili smo eksperiment s iste dvije skupine,

this time adding a delay

samo smo dodali vremenski pomak

between the time we told subjects

između vremena u kojem smo im rekli

how we would use their data

kako ćemo koristiti njihove podatke

and the time we actually started answering the questions.

i vremena početka odgovaranja na pitanja.

How long a delay do you think we had to add

Što mislite, koliki je pomak trebao

in order to nullify the inhibitory effect

da se poništi efekt inhibicije

of knowing that faculty would see your answers?

uslijed znanja da će profesori vidjeti odgovore?

Ten minutes?

10 minuta?

Five minutes?

5 minuta?

One minute?

Jednu minutu?

How about 15 seconds?

Ili 15 sekundi?

Fifteen seconds were sufficient to have the two groups

Bilo je dovoljno 15 sekundi da dvije skupine

disclose the same amount of information,

otkriju istu količinu informacija,

as if the second group now no longer cares

kao da drugoj skupini više nije bilo važno

for faculty reading their answers.

što će profesori pročitati odgovore.

Now I have to admit that this talk so far

Priznajem da do sada moj govor

may sound exceedingly gloomy,

možda zvuči izrazito sumorno,

but that is not my point.

ali nije mi to cilj.

In fact, I want to share with you the fact that

Želim s vama podijeliti činjenicu

there are alternatives.

da postoje alternative.

The way we are doing things now is not the only way

Način na koji sada obavljamo stvari nije jedini

they can done, and certainly not the best way

mogući način, a svakako nije najbolji

they can be done.

mogući način.

When someone tells you, "People don't care about privacy,"

Kad vam kažu, "Ljudi ne mare za privatnost,"

consider whether the game has been designed

razmislite nije li sve možda osmišljeno

and rigged so that they cannot care about privacy,

tako da ne mogu voditi računa o privatnosti,

and coming to the realization that these manipulations occur

a shvaćanjem da se manipulacije događaju

is already halfway through the process

već smo na pola puta

of being able to protect yourself.

do mogućnosti da se zaštitimo.

When someone tells you that privacy is incompatible

Kad vam kažu da je privatnost u suprotnosti

with the benefits of big data,

s koristima od masovnih podataka,

consider that in the last 20 years,

vodite računa da su u posljednjih 20 godina,

researchers have created technologies

otkrivene tehnologije

to allow virtually any electronic transactions

koje omogućavaju praktički svim elektronskim transakcijama

to take place in a more privacy-preserving manner.

odvijanje u uvjetima zaštite privatnosti.

We can browse the Internet anonymously.

Možemo se anonimno kretati po internetu.

We can send emails that can only be read

Možemo slati e-poštu koju može čitati

by the intended recipient, not even the NSA.

samo onaj kome šaljemo, a ne može ni NSA.

We can have even privacy-preserving data mining.

Možemo imati čak i prikupljanje podataka koje čuva privatnost.

In other words, we can have the benefits of big data

Drugim riječima, možemo imati sve koristi od masovnih podataka,

while protecting privacy.

a ipak zaštititi privatnost.

Of course, these technologies imply a shifting

Naravno, te tehnologije traže seljenje

of cost and revenues

troškova i prihoda

between data holders and data subjects,

između vlasnika podataka i onih na koje se podaci odnose,

which is why, perhaps, you don't hear more about them.

i zato ne čujete puno o tome.

Which brings me back to the Garden of Eden.

Što me vraća u Edenski vrt.

There is a second privacy interpretation

Ima još jedna interpretacija privatnosti

of the story of the Garden of Eden

u priči o rajskom vrtu

which doesn't have to do with the issue

koja se ne mora odnositi na pitanje

of Adam and Eve feeling naked

osjećaja golotinje Adama i Eve

and feeling ashamed.

i njihovog osjećaja stida.

You can find echoes of this interpretation

Odjek te interpretacije može se naći

in John Milton's "Paradise Lost."

u "Izgubljenom raju" Johna Miltona.

In the garden, Adam and Eve are materially content.

U vrtu, Adam i Eva su materijalno zadovoljni.

They're happy. They are satisfied.

Sretni su. Zadovoljni su.

However, they also lack knowledge

Ali nedostaju im znanje

and self-awareness.

i svjesnost o sebi.

The moment they eat the aptly named

Kada pojedu odgovarajuće nazvanu

fruit of knowledge,

voćku znanja,

that's when they discover themselves.

oni otkriju sebe.

They become aware. They achieve autonomy.

Spoznaju se. Ostvare autonomiju.

The price to pay, however, is leaving the garden.

Cijena, međutim, napuštanje je vrta.

So privacy, in a way, is both the means

Privatnost je tako i sredstvo

and the price to pay for freedom.

i cijena koju moramo platiti za slobodu.

Again, marketers tell us

Marketeri nam kažu

that big data and social media

da masovni podaci i društveni mediji

are not just a paradise of profit for them,

nisu samo rajski profit za njih,

but a Garden of Eden for the rest of us.

već i Edenski vrt za sve nas.

We get free content.

Dobivamo besplatne sadržaje.

We get to play Angry Birds. We get targeted apps.

Možemo igrati Angry Birds. Dobivamo ciljane aplikacije.

But in fact, in a few years, organizations

Međutim, za nekoliko godina će organizacije

will know so much about us,

znati toliko mnogo o nama,

they will be able to infer our desires

da će moći predvidjeti naše želje

before we even form them, and perhaps

i prije nego ih oblikujemo, a možda

buy products on our behalf

i naručiti proizvode u naše ime

before we even know we need them.

prije nego i shvatimo da ih trebamo.

Now there was one English author

Jedan engleski pisac

who anticipated this kind of future

je predvidio ovakvu budućnost

where we would trade away

gdje ćemo se odreći

our autonomy and freedom for comfort.

neovisnosti i slobode za komfor.

Even more so than George Orwell,

Još i više od Georgea Orwella,

the author is, of course, Aldous Huxley.

taj autor je, naravno, Aldous Huxley.

In "Brave New World," he imagines a society

U "Vrlom novom svijetu," zamišlja društvo

where technologies that we created

u kojem tehnologije koje smo stvorili

originally for freedom

da nam donesu slobodu

end up coercing us.

naposlijetku nas sputaju.

However, in the book, he also offers us a way out

Međutim, u knjizi nam on nudi i izlaz

of that society, similar to the path

iz takvog društva, sličan onom

that Adam and Eve had to follow to leave the garden.

Adama i Eve koji su napustili vrt.

In the words of the Savage,

Kako je Savage rekao,

regaining autonomy and freedom is possible,

moguće je povratiti neovisnost i slobodu,

although the price to pay is steep.

ali treba platiti visoku cijenu.

So I do believe that one of the defining fights

Vjerujem da će jedna od ključnih bitaka

of our times will be the fight

našeg doba biti bitka

for the control over personal information,

za kontrolu nad osobnim informacijama,

the fight over whether big data will become a force

bitka oko toga hoće li masovni podaci

for freedom,

biti sila oslobođenja,

rather than a force which will hiddenly manipulate us.

ili sila koja će potajno manipulirati nama.

Right now, many of us

Danas mnogi od nas

do not even know that the fight is going on,

ni ne znaju da se ta bitka vodi,

but it is, whether you like it or not.

ali odvija se, sviđalo vam se to ili ne.

And at the risk of playing the serpent,

I riskirajući da glumim zmiju,

I will tell you that the tools for the fight

reći ću vam da su alati za tu bitku tu,

are here, the awareness of what is going on,

svjesnost o onome što se događa,

and in your hands,

u vašim su rukama,

just a few clicks away.

samo nekoliko klikova od vas.

Thank you.

Hvala vam.

(Applause)

(Pljesak)