A respected voice on technology shows how seemingly simple ads help dismantle democracy and public discourse.
you’re intentionally shopping or casually browsing social media,
something is following you: ads. Their creators seem to know your income
bracket, politics, age, location, medical conditions, and tastes in
clothing, food, and romantic partners. As advertising firms use
predictive AI to discover your hot buttons and generative AI to push
them, your online world becomes an increasingly bespoke—and
isolated—place. The fervid competition around personalization in digital
marketing has given rise to an ecosystem of advertisers, media outlets,
tech companies, and retailers who monetize your data while threatening
the health of our media, discourse, and sense of community. In this
urgent book, award-winning author Joseph Turow shows how we got here,
and how to change direction.The Problem with Personalization: How Advertisers Learned to Make and Break Us from Ancient Times to the AI Age (University
of Chicago Press, 2026) shatters common beliefs about advertising
history by showing that individualized ads are not new. Today’s
AI-enabled advertisers draw on past aspirations and assumptions about
personalization while weaponizing data in unprecedented ways that drive
social fragmentation and the disappearance of shared social reality.
Informed by interviews with marketing insiders and covering the latest
technology advances, Turow accessibly explains how artificial
intelligence sifts through our data to tag and target us wherever we go
with personalized videos, pictorial billboards, audio messages, and
more. A logical next step for advertiser support is tailored
entertainment and news, a shift that further destroys the common ground
necessary for a functioning democracy.
A must-read for all who care about the future of public discourse, The Problem with Personalization reveals how targeted advertising has altered how we’re seen and what we see in return.
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