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

Prevodilac: Ivana Korom Lektor: Mile Živković

I would like to tell you a story

Želim da vam ispričam jednu priču

connecting the notorious privacy incident

koja povezuje čuveni incident u vezi sa privatnošću,

involving Adam and Eve,

koji uključuje Adama i Evu,

and the remarkable shift in the boundaries

sa neverovatnim promenama u granicama

between public and private which has occurred

između privatnog i javnog života

koje su se desile u poslednjih 10 godina.

in the past 10 years.

You know the incident.

Svi znate za taj incident.

Adam and Eve one day in the Garden of Eden

Adam i Eva, jednoga dana u Raju

realize they are naked.

shvate da su nagi.

They freak out.

Polude.

And the rest is history.

A ostatak priče pripada istoriji.

Nowadays, Adam and Eve

Danas bi Adam i Eva

would probably act differently.

verovatno drugačije reagovali.

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

[@Adam Sinoć je bila ludnica! jabuka je super LOL]

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

[@Eva Aha.. dušo, znaš li gde su mi pantalone?

We do reveal so much more information

Mnogo više informacija o sebi

about ourselves online than ever before,

otkrivamo na internetu, nego ikad ranije,

and so much information about us

i sve više i više informacija o nama

is being collected by organizations.

prikupljaju razne organizacije.

Now there is much to gain and benefit

Mnogo toga možemo da dobijemo

from this massive analysis of personal information,

od ove masivne analize ličnih podataka,

or big data,

ili "velikih podataka",

but there are also complex tradeoffs that come

ali odavanjem svoje privatnosti

from giving away our privacy.

stupamo u kompleksnu razmenu.

And my story is about these tradeoffs.

Priča koju vam pričam je upravo o toj razmeni.

We start with an observation which, in my mind,

Počinjemo sa opservacijom koja je, po meni,

has become clearer and clearer in the past few years,

postala sve jasnija u poslednjih nekoliko godina,

that any personal information

da bilo koja lična informacija

can become sensitive information.

lako može postati osetljiva informacija.

Back in the year 2000, about 100 billion photos

2000. godine je slikano oko 100 milijardi fotografija

were shot worldwide,

širom sveta,

but only a minuscule proportion of them

ali je samo mali deo njih

were actually uploaded online.

postavljen na internet.

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

2010, samo na Fejsbuk tokom jednog meseca

2.5 billion photos were uploaded,

postavljeno je 2,5 milijarde fotografija,

most of them identified.

a većina njih je bila sa identifikacijom.

In the same span of time,

U istom periodu,

computers' ability to recognize people in photos

mogućnost kompjutera da prepoznaje ljude na slikama

improved by three orders of magnitude.

se povećala tri puta.

What happens when you combine

Šta se dešava kad kombinujemo

these technologies together:

ove tehnologije:

increasing availability of facial data;

uvećanu dostupnost facijalnih podataka,

improving facial recognizing ability by computers;

povećanu sposobnost kompjutera da prepoznaju lica,

but also cloud computing,

ali i informacije u oblaku,

which gives anyone in this theater

što svakome u ovoj prostoriji

the kind of computational power

daje moć računara

which a few years ago was only the domain

koja je do pre nekoliko godina bila svojstvena

of three-letter agencies;

samo agencijama sa troslovnim akronimom;

and ubiquitous computing,

i sveprisutno korišćenje računara,

which allows my phone, which is not a supercomputer,

koje dozvoljava mom telefonu, koji nije superkompjuter,

to connect to the Internet

da se poveže na internet

and do there hundreds of thousands

i obavlja stotine hiljada

of face metrics in a few seconds?

prepoznavanja lica u nekoliko sekundi?

Well, we conjecture that the result

Pa, nagađamo da će rezultat

of this combination of technologies

ove kombinacije tehnologija

will be a radical change in our very notions

uneti radikalnu promenu u našim shvatanjima

of privacy and anonymity.

privatnosti i anonimnosti.

To test that, we did an experiment

Da bismo to testirali, sproveli smo eksperiment

on Carnegie Mellon University campus.

na kampusu Karnegi Melon univerziteta.

We asked students who were walking by

Zamolili smo studente u prolazu

to participate in a study,

da učestvuju u ispitivanju,

and we took a shot with a webcam,

fotografisali smo ih veb kamerom

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

i zamolili ih da na laptopu popune jedan upitnik.

While they were filling out the survey,

Dok su to radili,

we uploaded their shot to a cloud-computing cluster,

mi smo ubacili njihovu fotografiju na računarsku mrežu u oblaku

and we started using a facial recognizer

i pokrenuli program prepoznavanja lica

to match that shot to a database

kako bismo povezali tu fotografiju

of some hundreds of thousands of images

sa bazom od stotina hiljada slika

which we had downloaded from Facebook profiles.

koje smo poskidali sa Fejsbuk profila.

By the time the subject reached the last page

Do trenutka kada je ispitanik stigao do poslednje strane upitnika,

on the survey, the page had been dynamically updated

stranica je automatski ažurirana

with the 10 best matching photos

sa deset najpribližnijih fotografija

which the recognizer had found,

koje je program pronašao,

and we asked the subjects to indicate

i zamolili smo ispitanike da naznače

whether he or she found themselves in the photo.

ako su se prepoznali na fotografijama.

Do you see the subject?

Da li vidite ispitanika?

Well, the computer did, and in fact did so

Pa, računar je video,

for one out of three subjects.

u stvari uspeo je u jednom od tri slučaja.

So essentially, we can start from an anonymous face,

U osnovi, možemo početi od anonimnog lica,

offline or online, and we can use facial recognition

na internetu ili van njega, i možemo koristiti prepoznavanje lica

to give a name to that anonymous face

da imenujemo to nepoznato lice

thanks to social media data.

zahvaljujući podacima sa društvenih medija.

But a few years back, we did something else.

Ali nekoliko godina ranije, uradili smo nešto drugo.

We started from social media data,

Počeli smo od podataka sa društvenih medija,

we combined it statistically with data

pomešali ih statistički sa podacima

from U.S. government social security,

iz socijalnog osiguranja vlade SAD-a,

and we ended up predicting social security numbers,

i na kraju smo predviđali brojeve socijalnog osiguranja,

which in the United States

koji su u Sjedinjenim Državama

are extremely sensitive information.

izuzetno osetljiva informacija.

Do you see where I'm going with this?

Da li primećujete kuda idem s ovim?

So if you combine the two studies together,

Dakle, ako spojite ta dva istraživanja,

then the question becomes,

onda pitanje postaje,

can you start from a face and,

možete li početi od lica

using facial recognition, find a name

i koristeći prepoznavanje lica, pronaći 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 iz tih javno dostupnih informacija

infer non-publicly available information,

izvući one koje nisu javno dostupne,

much more sensitive ones

one mnogo osetljivije,

which you link back to the face?

koje možete povezati sa tim licem?

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

Odgovor je da, možemo, i to smo i uradili.

Of course, the accuracy keeps getting worse.

Naravno, preciznost se smanjuje.

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

[4 pokušaja; identifikovano prvih 5 cifara broja SO kod 27% ispitanika]

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

Ali odlučili smo i da razvijemo aplikaciju

which uses the phone's internal camera

koja koristi ugrađenu telefonsku kameru

to take a shot of a subject

da fotografiše ispitanika

and then upload it to a cloud

i potom ubaci sliku na oblak

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

i uradi u realnom vremenu ono što sam vam opisao:

looking for a match, finding public information,

traži podudaranje, nalazi javne informacije,

trying to infer sensitive information,

pokušava da otkrije osetljive informacije,

and then sending back to the phone

i šalje sve nazad telefonu

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

tako da se prikaže preko lica ispitanika,

an example of augmented reality,

kao proširena stvarnost,

probably a creepy example of augmented reality.

verovatno jezivi primer proširene stvarnosti.

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

Zapravo, nismo razvili aplikaciju koja bi bila dostupna,

just as a proof of concept.

nego samo kao dokaz ideje.

In fact, take these technologies

U stvari, uzmite ove tehnologije

and push them to their logical extreme.

i gurnite ih do njihovog logičnog ekstrema.

Imagine a future in which strangers around you

Zamislite budućnost u kojoj će vas stranci u okolini

will look at you through their Google Glasses

gledati kroz Gugl naočare,

or, one day, their contact lenses,

ili jednog dana kroz kontaktna sočiva,

and use seven or eight data points about you

i koristiti sedam ili osam podataka o vama

to infer anything else

da pronađu bilo šta

which may be known about you.

što je možda o vama poznato.

What will this future without secrets look like?

Kako će izgledati ta budućnost bez tajni?

And should we care?

I da li bi trebalo da nas je briga?

We may like to believe

Možda nam se sviđa da verujemo

that the future with so much wealth of data

da će ta budućnost sa obiljem podataka

would be a future with no more biases,

biti nepolarizovana budućnost,

but in fact, having so much information

ali zapravo, posedovanje toliko informacija

doesn't mean that we will make decisions

ne znači da ćemo donositi objektivnije odluke.

which are more objective.

In another experiment, we presented to our subjects

U jednom drugom eksperimentu, ispitanicima smo predstavili

information about a potential job candidate.

informacije o potencijalnom kandidatu za posao.

We included in this information some references

Tu smo uključili i neke

to some funny, absolutely legal,

zabavne, potpuno legalne,

but perhaps slightly embarrassing information

ali možda donekle ponižavajuće informacije

that the subject had posted online.

koje je subjekat postavio na internet.

Now interestingly, among our subjects,

Zanimljivo je da su neki ispitanici

some had posted comparable information,

postavili slične informacije,

and some had not.

a drugi nisu.

Which group do you think

Šta mislite, koja grupa

was more likely to judge harshly our subject?

je bila sklonija da oštro prosuđuje o našem subjektu?

Paradoxically, it was the group

Paradoksalno, ona grupa

who had posted similar information,

koja je postavila slične informacije,

an example of moral dissonance.

to je primer moralne disonance.

Now you may be thinking,

Možda mislite

this does not apply to me,

da se to ne odnosi na vas,

because I have nothing to hide.

jer nemate šta da krijete.

But in fact, privacy is not about

Ali u stvari, kod privatnosti

having something negative to hide.

se ne radi o tome da krijete nešto negativno.

Imagine that you are the H.R. director

Zamislite da ste direktor odeljenja za ljudske resurse

of a certain organization, and you receive résumés,

u nekoj organizaciji i primate biografije,

and you decide to find more information about the candidates.

i odlučite da pronađete više informacija o kandidatima.

Therefore, you Google their names

Ukucate njihova imena u Gugl,

and in a certain universe,

i u nekom univerzumu,

you find this information.

pronađete ovu informaciju.

Or in a parallel universe, you find this information.

Ili u nekom paralelnom univerzumu, pronađete ovu informaciju.

Do you think that you would be equally likely

Da li mislite da biste podjednako bili skloni

to call either candidate for an interview?

da pozovete jednog od ova dva kandidata na razgovor?

If you think so, then you are not

Ako to mislite, onda se razlikujete

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

od poslodavaca u SAD-u, koji su u stvari

part of our experiment, meaning we did exactly that.

deo našeg eksperimenta, znači da smo upravo to uradili.

We created Facebook profiles, manipulating traits,

Napravili smo profile na Fejsbuku, izmislili osobine,

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

a potom smo počeli da šaljemo biografije kompanijama u SAD,

and we detected, we monitored,

i pratili smo

whether they were searching for our candidates,

da li proveravaju naše kandidate

and whether they were acting on the information

i da li reaguju na informacije koje nalaze na društvenim medijima.

they found on social media. And they were.

I reagovali su.

Discrimination was happening through social media

Kroz društvene medije, kandidati istih veština

for equally skilled candidates.

bili su diskriminisani.

Now marketers like us to believe

Marketari bi želeli da verujemo

that all information about us will always

kako će sve informacije o nama

be used in a manner which is in our favor.

uvek biti korišćene u našu korist.

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

Razmislite još jednom. Zašto bi to uvek bilo tako?

In a movie which came out a few years ago,

U jednom filmu od pre nekoliko godina,

"Minority Report," a famous scene

"Suvišni izveštaj", u poznatoj sceni

had Tom Cruise walk in a mall

Tom Kruz ulazi u tržni centar

and holographic personalized advertising

i holografske personalizovane reklame

would appear around him.

se pojavljuju oko njega.

Now, that movie is set in 2054,

Radnja tog filma smeštena je u 2054,

about 40 years from now,

oko 40 godina od danas,

and as exciting as that technology looks,

i koliko god ta tehnologija uzbudljivo izgledala,

it already vastly underestimates

ona već izuzetno potcenjuje

the amount of information that organizations

količinu informacija koje organizacije

can gather about you, and how they can use it

mogu da skupe o vama, i kako mogu da ih koriste

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

da utiču na vas na načine koje nećete ni primetiti.

So as an example, this is another experiment

Kao ilustracija, ovo je još jedan eksperiment

actually we are running, not yet completed.

koji sprovodimo, koji nije još završen.

Imagine that an organization has access

Zamislite da neka organizacija ima pristup

to your list of Facebook friends,

listi vaših Fejsbuk prijatelja,

and through some kind of algorithm

i preko nekakvog algoritma

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

može da otkrije vaša dva najdraža prijatelja.

And then they create, in real time,

I potom u realnom vremenu kreira

a facial composite of these two friends.

lice od sklopa lica ta dva prijatelja.

Now studies prior to ours have shown that people

E sad, studije pre naše su dokazale

don't recognize any longer even themselves

da u takvim sklopovima

in facial composites, but they react

ljudi više ne prepoznaju ni sebe,

to those composites in a positive manner.

ali reaguju pozitivno na njih.

So next time you are looking for a certain product,

Sledeći put kad budete tražili neki proizvod,

and there is an ad suggesting you to buy it,

i pojavi se oglas koji vam sugeriše da ga kupite,

it will not be just a standard spokesperson.

to neće biti neki standardni prodavac.

It will be one of your friends,

Biće to jedan od vaših prijatelja,

and you will not even know that this is happening.

a vi nećete ni znati da se to dešava.

Now the problem is that

Problem je u tome

the current policy mechanisms we have

što trenutni mehanizmi zaštite

to protect ourselves from the abuses of personal information

protiv zloupotrebe ličnih informacija

are like bringing a knife to a gunfight.

liče na srljanje grlom u jagode.

One of these mechanisms is transparency,

Jedan od tih mehanizama je transparentnost,

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

obaveštavanje ljudi o tome šta ćete uraditi s njihovim podacima.

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

U osnovi je to veoma dobra stvar.

It's necessary, but it is not sufficient.

Neophodna je, ali nije dovoljna.

Transparency can be misdirected.

Transparentnost može biti pogrešno usmerena.

You can tell people what you are going to do,

Možete reći ljudima šta ćete uraditi,

and then you still nudge them to disclose

i onda ih ipak navesti da otkriju

arbitrary amounts of personal information.

proizvoljne količine ličnih informacija.

So in yet another experiment, this one with students,

U još jednom eksperimentu, ovaj put sa studentima,

we asked them to provide information

tražili smo da daju informacije

about their campus behavior,

o svom ponašanju na kampusu,

including pretty sensitive questions, such as this one.

uključujući i dosta osetljiva pitanja, poput ovog:

[Da li ste ikad varali na ispitu?]

[Have you ever cheated in an exam?]

Now to one group of subjects, we told them,

Jednoj grupi studenata smo rekli:

"Only other students will see your answers."

"Vaše odgovore će videti samo drugi studenti".

To another group of subjects, we told them,

Drugoj grupi studenata smo rekli:

"Students and faculty will see your answers."

"Vaše odgovore će videti studenti i nastavno osoblje".

Transparency. Notification. And sure enough, this worked,

Transparentnost. Obaveštenje. I ovo je upalilo,

in the sense that the first group of subjects

u smislu da je prva grupa studenata

were much more likely to disclose than the second.

bila spremnija da odgovori od druge.

It makes sense, right?

Ima smisla, zar ne?

But then we added the misdirection.

Ali onda amo dodali obmanjujuće uputstvo.

We repeated the experiment with the same two groups,

Ponovili smo eksperiment sa iste dve grupe,

this time adding a delay

ovog puta dodajući vreme

between the time we told subjects

između trenutka kad ih obaveštavamo

how we would use their data

na koji način ćemo koristiti njihove podatke

and the time we actually started answering the questions.

i trenutka kad počinjemo da odgovaramo na pitanja.

How long a delay do you think we had to add

Šta mislite, koliko vremena smo morali da dodamo

in order to nullify the inhibitory effect

da bismo poništili inhibitorni efekat

of knowing that faculty would see your answers?

saznanja da će nastavno osoblje videti vaše odgovore?

Ten minutes?

Deset minuta?

Five minutes?

Pet minuta?

One minute?

Minut?

How about 15 seconds?

Kako zvuči 15 sekundi?

Fifteen seconds were sufficient to have the two groups

15 sekundi je bilo dovoljno da obe grupe

disclose the same amount of information,

otkriju istu količinu informacija,

as if the second group now no longer cares

kao da drugoj grupi više nije važno

for faculty reading their answers.

što će nastavno osoblje čitati njihove odgovore.

Now I have to admit that this talk so far

Moram da priznam

da ovaj govor do sada zvuči izuzetno mračno,

may sound exceedingly gloomy,

but that is not my point.

ali to mi nije cilj.

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

Zapravo, želim sa vama da podelim činjenicu

there are alternatives.

da postoje alternative.

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

Način na koji sada radimo

they can done, and certainly not the best way

nije jedini i sigurno nije najbolji.

they can be done.

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

Kada vam neko kaže da ljudima nije stalo do privatnosti,

consider whether the game has been designed

razmislite o tome da je igra osmišljena

and rigged so that they cannot care about privacy,

i napravljena tako da ne mogu da brinu o privatnosti,

and coming to the realization that these manipulations occur

i shvatanje da se ovakve manipulacije dešavaju,

is already halfway through the process

je već polovina pređenog puta

of being able to protect yourself.

u procesu da se zaštitite.

When someone tells you that privacy is incompatible

Kada vam neko kaže da se privatnost

with the benefits of big data,

ne slaže sa koristima "velikih podataka",

consider that in the last 20 years,

uzmite u obzir da su u poslednjih 20 godina

researchers have created technologies

istraživači stvorili tehnologije

to allow virtually any electronic transactions

koje dozvoljavaju da se skoro svaka elektronska transakcija izvrši

to take place in a more privacy-preserving manner.

na način koji omogućava bolje čuvanje privatnosti.

We can browse the Internet anonymously.

Možemo anonimno da pretražujemo internet.

We can send emails that can only be read

Možemo da šaljemo imejlove koje može da pročita

by the intended recipient, not even the NSA.

samo primalac, ali ne i NSA.

We can have even privacy-preserving data mining.

Možemo čak i da prikupljamo podatke uz očuvanje privatnosti.

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

Drugim rečima, možemo imati koristi od "velikih podataka"

while protecting privacy.

uz očuvanje privatnosti.

Of course, these technologies imply a shifting

Naravno, ove tehnologije

nagoveštavaju promenu troškova i zarade

of cost and revenues

between data holders and data subjects,

između onih koji imaju i onih koji traže podatke,

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

što je verovatno razlog zašto ne znate više o njima.

Which brings me back to the Garden of Eden.

I to me vraća rajskom vrtu.

There is a second privacy interpretation

Postoji i druga 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 ne mora biti u vezi sa činjenicom

of Adam and Eve feeling naked

da se Adam i Eva osećaju golo i posramljeno.

and feeling ashamed.

You can find echoes of this interpretation

Odjeke ove interpretacije možete naći

in John Milton's "Paradise Lost."

u "Izgubljenom raju", Džona Miltona.

In the garden, Adam and Eve are materially content.

U raju, Adam i Eva su materijalno zadovoljni.

They're happy. They are satisfied.

Srećni su i zadovoljni.

However, they also lack knowledge

Međutim, nedostaje im znanje

and self-awareness.

i samosvest.

The moment they eat the aptly named

U trenutku kada pojedu

fruit of knowledge,

prigodno nazvano, voće znanja,

that's when they discover themselves.

oni otkrivaju sebe.

They become aware. They achieve autonomy.

Postaju svesni. Postižu nezavisnost.

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

Međutim, cena koju plaćaju je napuštanje raja.

So privacy, in a way, is both the means

Dakle, privatnost je i sredstvo

and the price to pay for freedom.

i cena koja se plaća za slobodu.

Again, marketers tell us

Opet, stručnjaci kažu

that big data and social media

da "veliki podaci" i društveni mediji

are not just a paradise of profit for them,

za njih nisu samo raj profita,

but a Garden of Eden for the rest of us.

nego i Rajski vrt za nas ostale.

We get free content.

Dobijamo besplatan sadržaj.

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

Možemo da igramo "Angry Birds". Dobijamo ciljane aplikacije.

But in fact, in a few years, organizations

Ali u stvari, za nekoliko godina,

organizacije će znati toliko o nama,

will know so much about us,

they will be able to infer our desires

da će biti u mogućnosti da zaključe o našim željama

before we even form them, and perhaps

pre nego što ih mi uobličimo,

buy products on our behalf

i možda da kupuju proizvode za nas,

before we even know we need them.

pre nego što i znamo da su nam potrebni.

Now there was one English author

Postojao je jedan engleski autor

who anticipated this kind of future

koji je predvideo ovakvu budućnost

where we would trade away

gde menjamo svoju autonomiju i slobodu

our autonomy and freedom for comfort.

za udobnost.

Even more so than George Orwell,

Čak i više nego Džordž Orvel,

the author is, of course, Aldous Huxley.

taj autor je, naravno, Oldos Haksli.

In "Brave New World," he imagines a society

U "Vrlom novom svetu" on predstavlja društvo

where technologies that we created

gde nas tehnologije,

originally for freedom

koje smo stvorili pre svega za slobodu,

end up coercing us.

na kraju zarobe.

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

Međutim, on u knjizi nudi i izlaz iz takvog društva,

of that society, similar to the path

sličan putu

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

kojim su Adam i Eva morali da krenu da bi izašli iz vrta.

In the words of the Savage,

Prema rečima Divljaka,

regaining autonomy and freedom is possible,

moguće je povratiti autonomiju i slobodu,

although the price to pay is steep.

ali je cena koja se plaća visoka.

So I do believe that one of the defining fights

Verujem da će jedna od definišućih borbi našeg vremena

of our times will be the fight

biti borba

for the control over personal information,

za kontrolu naših ličnih informacija,

the fight over whether big data will become a force

borba oko pitanja da li će "veliki podaci"

biti sila slobode

for freedom,

rather than a force which will hiddenly manipulate us.

ili sila koja će u potaji manipulisati nama.

Right now, many of us

Trenutno, mnogi od nas

do not even know that the fight is going on,

ni ne znaju da se vodi borba,

but it is, whether you like it or not.

ali vodi se, sviđalo vam se to ili ne.

And at the risk of playing the serpent,

Uz rizik da preuzmem ulogu zmije,

I will tell you that the tools for the fight

reći ću vam da su alati te borbe ovde,

are here, the awareness of what is going on,

svest o tome šta se dešava,

and in your hands,

i u vašim rukama,

just a few clicks away.

na samo nekoliko klikova od vas.

Thank you.

Hvala.

(Applause)

(Aplauz)