Earlier this year, she published The Age of Surveillance Capitalism: The Fight for a Human Future at the New Frontier of Power. Since her seminal essay in 2014, Shoshana Zuboff has been one of the most respected critics in regards to the business practices of ‘Big Tech’, as Google, Amazon, Facebook and Apple are called. This is essentially what Shoshana Zuboff calls surveillance capitalism: the commodification of personal data. By putting more devices in people’s homes and pockets, Google is receiving even more data about their customers, which in return can be marketed to third parties. What its manager Rick Osterloh left unsaid, was how Google is going to profit from this vision of ambient or rather ubiquitous computing. The company we are talking about is, of course, Google. He mentioned a term called “ambient computing”, i.e. Through their devices, their smartphones, smart speakers and home cameras, the company is trying to connect people and their computers in such a subtle way that they won’t even realize it. What’s more interesting, is what said company’s director told the audience during the presentation. This is hardly news the company does that every year. Recently, a popular technology company announced new hardware.
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