The Word-of-Machine Effect and Its Impact on Data

The Word-of-Machine Effect and Its Impact on Data

Raul Reyeszumeta
December 10, 2020

Ever try a restaurant based on a recommendation? A hotel? A new car? There’s a phrase for this you’ve probably heard – you made your choice based on word of mouth, or another human’s belief that the experience would be worth your time.

But what about the word-of-machine effect?

The word-of-machine effect is a term that’s been coined to describe times when, in today’s ever-advancing society, humans choose to believe artificial intelligence over the word of other humans.

In particular, innovation in the realm of AI has opened up new doors for corporate enterprises and governments to leverage it at scale – but do and should we really trust it?

In this episode of Diving into Data,  host TC Riley explores the word-of-machine effect and the impact on the way we view data. A study in the Harvard Business Review found that there was a difference in what humans trusted depending on if they were asked to take a recommendation based on utilitarian or hedonistic (more human, experiential and sensory) aspects.

So, what implications does this effect have for data and analytics? More than anything, Riley said, it means that analysts should be acutely aware of this inherent bias and work to actively combat it. By forcing consumers to consider alternative viewpoints, you can help them recognize bias in their decision-making – and, likewise, you can work to ensure your organization balances the influence of analytics and intuition or experience.

Listen to past episodes of Diving into Data, here.

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale

Facebook – facebook.com/marketscale

LinkedIn – linkedin.com/company/marketscale

Raul Reyeszumeta
March 9, 2021
How Does a Former Pro Golfer Translates Experience to Business?
  Many things can prepare someone for their career—experiences and even time on the golf course.  Brandon Pfluger speaks with Brett Kanda, VP Sales and Marketing for BRINC ...
Raul Reyeszumeta
February 25, 2021
Why Training and Support Matter for an LMS
In most cases, schools and companies that leverage eLearning look to a Learning Management System (LMS) as the foundation. Often, an LMS can be challenging to customize and optimize for better outcome...
Raul Reyeszumeta
February 24, 2021
Trust but Verify: A Common Sense Approach to Data
    Diving Into Data tackles a common and pivotal part of the data ecosystem—don’t trust it until verifying it. There are many approaches to take to ensure data accuracy. Additiona...