Pervasive now and will get more so.
Operating in the shadows of the online marketplace, specialized tech companies you've likely never heard of are tapping vast troves of our personal data to generate secret "surveillance scores" - digital mug shots of millions of Americans - that supposedly predict our future behavior. The firms...www.chron.com
Operating in the shadows of the online marketplace, specialized tech companies you've likely never heard of are tapping vast troves of our personal data to generate secret "surveillance scores" - digital mug shots of millions of Americans - that supposedly predict our future behavior. The firms sell their scoring services to major businesses across the U.S. economy.
People with low scores can suffer harsh consequences.
CoreLogic and TransUnion say that scores they peddle to landlords can predict whether a potential tenant will pay the rent on time, be able to "absorb rent increases," or break a lease. Large employers use HireVue, a firm that generates an "employability" score about candidates by analyzing "tens of thousands of factors," including a person's facial expressions and voice intonations. Other employers use Cornerstone's score, which considers where a job prospect lives and which web browser they use to judge how successful they will be at a job.
Brand-name retailers purchase "risk scores" from Retail Equation to help make judgments about whether consumers commit fraud when they return goods for refunds. Players in the gig economy use outside firms such as Sift to score consumers' "overall trustworthiness." Wireless customers predicted to be less profitable are sometimes forced to endure longer customer service hold times.
Auto insurers raise premiums based on scores calculated using information from smartphone apps that track driving styles. Large analytics firms monitor whether we are likely to take our medication based on our propensity to refill our prescriptions; pharmaceutical companies, health-care providers and insurance companies can use those scores to, among other things, "match the right patient investment level to the right patients."
Surveillance scoring is the product of two trends. First is the rampant (and mostly unregulated) collection of every intimate detail about our lives, amassed by the nanosecond from smartphones to cars, toasters to toys. This fire hose of data - most of which we surrender voluntarily - includes our demographics, income, facial characteristics, the sound of our voice, our precise location, shopping history, medical conditions, genetic information, what we search for on the Internet, the websites we visit, when we read an email, what apps we use and how long we use them, and how often we sleep, exercise and the like.
The second trend driving these scores is the arrival of technologies able to instantaneously crunch this data: exponentially more powerful computers and high-speed communications systems such as 5G, which lead to the scoring algorithms that use artificial intelligence to rate all of us in some way.