The more technology advances, the more we expect it to become human. We want our apps and online experiences to know us as well as our friends do.
That’s why we constantly tap the “like” button on Spotify, sending signals that will help it build playlists that “get” us, the way a mixtape once did. When our year-end “Wrapped” summary is released, we delight in an algorithm that knows us inside out.
We look to our Netflix homepage for curated TV and movie recommendations, rather than checking out the latest releases online. And on Facebook and Instagram, we expect our feeds to favor our closest friends and the influencers we like most.