"You can’t advertise people out of reacting to their own experiences"

This terrific editorial from Nilay Patel has been making the rounds, and with good reason.

An important read, especially for those of us working in tech.

Here’s what I highlighted:

If you want to meaningfully oppose AI in a way that lasts, you should speak loudly with your dollars in the market and your attention online, and you should speak loudly with your votes. You should participate in a democratic regulatory and political process. Anything else will get dismissed and perpetuate the cycle.

I also think it’s incredibly important for our politicians and tech executives to make sure our political process makes people feel empowered, not helpless, which is a specific kind of nihilism they have all greatly contributed to. The violence is a result of that helplessness and nihilism. And the most powerful people in our society ought to reckon with that, especially as they run around saying AI will wipe out all the jobs.

It feels like someone just needs to say this clearly, so I’m just going to do it. AI doesn’t have a marketing problem. People experience these tools every single day. ChatGPT has 900 million weekly users, trending to a billion, and everyone has seen AI Overviews in Google Search and massive amounts of slop on their feeds. You can’t advertise people out of reacting to their own experiences. This is a fundamental disconnect between how tech people with software brains see the world and how regular people are living their lives.

People are constantly trying to issue commands to society at large like it’s a computer that will obey instructions.

But law isn’t actually code, and society and courts aren’t computers. I have to remind our fairly technical audience on Decoder and at The Verge all the time that the law is not deterministic. You simply cannot take the facts of a case, the law as written, and predict the outcome of that case with any real certainty, even though the formality of the legal system makes people think it works like a computer, that it’s predictable.

But not everything is a business, not everything is a loop, and the entire human experience cannot be captured in a database. That’s the limit of software brain. That’s why people hate AI. It flattens them. Regular people don’t see the opportunity to write code as an opportunity at all. The people do not yearn for automation. I’m a full-on smart home sicko; the lights and shades and climate controls of this house are automated in dozens of ways. But huge companies like Apple, Google and Amazon have struggled for over a decade now to make regular people care about smart home automation at all. And they just don’t.

AI isn’t going to fix that. Most people are not collecting data about every single thing that they do. And if they’re collecting any at all, it’s stored across lots of different systems — your email in Gmail, your messages in iMessage, your work schedule in Outlook, your workouts in Peloton. Those systems don’t talk to each other and maybe they never will, because there’s no reason for them to. And asking people to connect them all freaks them out.

Even taking the time to consider how much of your life is captured in databases makes people unhappy. No one wants to be surveilled constantly, and especially not in a way that makes tech companies even more powerful.

I’ve reviewed a lot of tech products over the past decade and a half, and all I can tell you is that it is a failure when you ask people to adapt to computers. Computers should adapt to people. And asking people to make themselves more legible to software, to turn themselves into a database, is a doomed idea. It’s an ask so big, I can’t imagine a reward that would make it worth it for anyone, even if the tech industry wasn’t constantly talking about how AI will eliminate all the jobs, require a wholesale rethinking of the social contract and — oops — also the latest models might cause catastrophic cybersecurity problems that might lead to the end of the world.

Does this sound like a good deal to you? Can you market your way out of this?

And so the tech industry is rushing forward to put AI everywhere at enormous cost — energy, emissions, manufacturing capacity, the ability to buy RAM — and locked into the narrow framework of software brain without realizing they are also asking people to be fundamentally less human. They then sit around wondering why everyone hates them.