Author: Shoshana Zuboff

Publisher: Public Affairs

Date: 2019

Shoshana Zuboff is professor at Harvard and author, among others, of “In the Age of the Smart Machine”, a prescient book on the future of work published in 1989. This latest book has been described by the Financial Times as “unmissable” and by the New York Times as “extraordinarily intelligent”. It develops her fundamental thesis that this new form of capitalism was invented in 2001 by Google then spread through Facebook and others, migrating to the real world providers of goods and services.

Private human experience has become behavioural data in the marketplace where it gets traded and whole new markets develop. These develop around predictive analyses which allow entrepreneurs to know what we will do now and in the future. This has progressively become a “default” model which monetises data about customers, and which has become the terrain on which the future of the digital economy will be fought.

Two excellent interviews of this articulate author are available online:

See the video

Read the interview