Cambridge Analytica Whistle-Blower, Chris Wylie, Talks The Metaverse & A Marketers Role In It
In recent months, ‘Metaverse’ seems to be the phrase on the tip of the post-covid societal tongue. Few people truly understand it, and yet few people are also unaware of it.
Mark Zuckerberg’s promise of an augmented reality superseding the mobile internet has since been met seemingly with equal parts praise and suspicion, the latter an obviously natural human response to abrupt paradigm shifts.
But when current technologies – with their own unresolved issues – are set to be replaced with highly immersive technologies – no less, with similar problems – perhaps such anxieties are warranted.
Last Thursday, February 17, customer engagement experts, Cheetah Digital, held an exclusive webinar focusing on the unchecked problems arising from the metaverse, particularly the challenges this new reality presents for marketers and advertisers. You can watch it here.
The event saw Cheetah CMO, Richard Jones, sitting down with data consultant, and noted Cambridge Analytica whistleblower, Christopher Wylie, to discuss the major issues marketers – and society, in general – must consider when it comes to the safety and security of how the Metaverse will be constructed.
For Wylie – who also authored the 2019 book, Mindf*ck: Cambridge Analytica and the Plot to Break America – discussions surrounding privacy are slightly missing the mark.
“Privacy is one piece of the puzzle… human agency is an even more important conversation to have,” he told Jones during the webinar.
Throughout their chat, the former whistleblower remained adamant on the dangers of this encroaching “meta” technology – not so much in that it would expose users to unpleasant realities, but that it would do exactly the opposite.
It is almost inarguable to imagine a functioning life devoid of technology and internet access in 2022, but how will smart technology respond when augmented reality becomes the norm in the coming decade?
“We may start to infantilise ourselves as a society, when we take something that originally came from the logic of advertising – which is personalisation – and we extend the logic of advertising to the very perception of reality,” said Wylie.
“What happens in a society where you no longer see homeless people? You no longer see social problems? When we no longer fully understand what’s happening around us?”
Wylie insisted that, while he didn’t have a problem with personalised advertisements, he didn’t like the idea of “creating an entire ecosystem [such as the Metaverse] using that logic.”
So, how do marketers ensure information can still be collected in an ethical manner? Is it possible to create a more responsible environment where a consumers’ desires are balanced with a marketers’ need to create ads?
Wylie said this was possible, although not everything in the digital realm needed to be based on immediate user consent.
“Why is it we put the burden on the consumer to make decisions about something which is technical, in a way that we don’t in other industries?” he asked, adding that when someone enters a building, they aren’t required to actively give consent to the building’s functions; they merely trust in its structural integrity owing to the expertise of regulators.
“In other sectors we don’t place the burden on the layperson to make decisions about technical features.
“You could create an environment where – if your app meets a set of publicly define standards – you don’t necessarily need to ask.”
And – as Jones pointed out – this makes sense, especially when you consider all aspects of safety, quality and design are fundamental to an engineer’s role, and yet not so much to that of a software engineer.
“Just because someone agrees to it, [doesn’t mean] it should necessarily be allowed,” added Wylie.
Placing the burden on consumers to understand the safety functions of intricate technology seems problematic to begin with.
For Wylie, placing the burden back on software engineers, while also ensuring their industry and technological progress isn’t prohibited – particularly for marketers and advertisers – is the primary goal of a safe and ethical digital realm.
“I suspect there’s a lot of tech companies that would embrace the idea of having guidance from a regulator about how to design something, if the tradeoff means there’s more flexibility in your build.”
But what of marketers? How can they navigate this constantly oscillating and shifting realm?
“Don’t trust a wolf in sheep’s clothing,” was Wylie’s stern advice to the adlanders constantly grappling with the tech realm.
“Advertisers often have a cosy relationship with social platforms because that’s where all they eyeballs are.
“Just because it’s a useful tool now, doesn’t mean these companies don’t intend on replacing you at some point.”
Wylie’s talk was both sobering and enlightening, explaining in simple, laypeople terminology the problems and possibilities presented by Meta’s encroaching augmented world.
And while the possibilities are endless, the safety measures – as Wylie points out – need to be rigid and universal to ensure security among users and further enterprise for businesses.
Please login with linkedin to comment
Augmented reality cheetah digital Christopher Wylie metaverse webinarLatest News
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.
Beware The Bad Guy. Billie Eilish Fans Brace Themselves For Scammers
Thought getting Tay Tay tickets was an unimaginable nightmare? Read on as Billie Eilish promoters say hold my beer.
Twilio Names Chris Koehler As CMO
Chris Koehler named as Twilio's CMO. Which may prove a prickly tongue twister after a lengthy open bar tab.
ARN Announces Ad Sales Partnership With The Athletic
Can we slow the rotation of the sun? Because that's the only way we'll fit all these new podcasts into one day.
Burger Wars Continue As Hungry Jack’s Brings Back The Big Jack & Mega Jack
Hungry Jack's' Big Mac ripoff set to return after recent legal win. Still no one racing to clone the Filet-O-Fish.
Diverse Voices, Sustainable Choices: Natalie Dean-Weymark On Why Sustainability Is A Non-Negotiable
Here, Compass Studios' Natalie Dean-Weymark talks diversity in media. It's the human equivalent of the Family Assorted.
New Partnership Between The Sweetshop And The Gardening.Club
Thought you'd be getting tips on aphids & fungus gnats from this Gardening. Club news? Prove yourself totally wrong here.
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.