(Re-)Building trust in Personalisation

How would you like to get news personalised to your taste? If this question doesn’t appeal to you, it’s not a surprise. While the concept of offering online content fitting to the person viewing it is nothing new, there is a great level of mistrust in the idea for different reasons.

Ever since social networks became popular, we are all familiar with the idea of seeing what we like most. Or at least the equivalent of what an algorithm thinks we do. Facebook is the most well known provider of such a timeline. And it’s also Facebook that is one of the main reasons people are questioning the content they are seeing: We don’t know whether the information we get is correct, whether it’s complete or if we’re missing out on something. Nor why exactly we are being shown this information - we don’t have control over it.

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