Seven Things Human Editors Do that Algorithms Don't (Yet)
A recommendation from the recommendation frontier: You may not want to fire your human editor just yet.
For the last year, I've been investigating the weird, wild, mostly hidden world of personalization for my book, The Filter Bubble. The "if you like this, you'll like that" mentality is sweeping the web — not just on sites like Amazon and Netflix that deal with products, but also on sites that deal with news and content like Google search (users are increasingly likelyto get different results depending on who they are) and Yahoo News. Even the New York Times and the Washington Post are getting in on the act, investing in startups that provide a "Daily Me" approach to the newspaper.
The business logic behind this race to personalize is quite simple: if you can draw on the vast amount of information users often unwittingly provide to deliver more personally relevant content, your visitors have a better experience and keep coming back. And of course, once you've got the code running, why suffer the overhead of expensive human editors? In theory, personalization can do a better job at a lower price: what's not to love?
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