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one day in the not too distant future. nobody ordered this package but amazon is going to need it. usually is pregnant and amazon knew even before she did. could this be possible in the future. a company that knows better than we know ourselves that fulfills our wishes before we've even thought of them will ways soon be living in this shiny new amazon world to tophet corn day numbers on trucks will circle people's homes and i mean if someone needs a diaper they'll get it in 3 seconds equipment ready for it. i think we can only underestimate how well the system knows us that's kept a company with a smile in its logo that provides us with everything. we desire but are we

delivering our selves into its hands when it delivers things to watch us i'm driven out of fear of what it could be if we do not engage if we give up if we become complacent there is dangerous one power can centrally control it and that's amazon today. it's just. we go to the oldest university in england to meet this man. i'm going to victor meyer sure and professor of internet governance and regulation at oxford his special field is dacha capitalism how google facebook apple microsoft and amazon shaped the world. from industry to the in the change from the industrial to the data age is

a very fundamental one. greater than the change from an agricultural to an industrial society in this league a sense of but he's methodical amazon is at the forefront of the radical change to this data age that we're experiencing right now amazon accounts for and that. when you overthrow understand amazon just take a look at the marketplace amazon is one of the largest markets in the world that. so let's find ourselves a marketplace anyone willing to. let's say if wires and sellers made it the marketplace you'll find an incredible amount of goods here and maybe exactly what you're looking for if you like. the traditional market like this has 20 or 30 stalls and if you only advice to apples he or she might find a dozen different varieties but an online marketplace is completely different every market let's remember one is a marketplace like amazon is gigantic with millions and millions of different products. this in the early days of the internet when many people tried to

replicate the market digitally they just tried to offer a lot of products but that didn't really work out that well only amazon succeeded. so what's amazon secret it controls almost half of online trade in the u.s. its main building is called day one because in your 2nd day at amazon you might already be slacking off a bit amazon expects its staff to keep working as hard as they did on their 1st day that's what amazon boss jeff bezos wants so what are his plans for the future. we would have liked to have talked to amazon about it but amazon won't allow any interviews no permission to film and says only in writing so let's get amazon's virtual assistant alexa to read them to us. instead of

speculating about the future we prefer to focus on the things that certainly won't change for us that means the talk customers will always want a large selection of products a good prices with fast delivery. and if nobody at amazon is allowed to talk to us what about former employees we contacted a number of them but only one is willing to be on camera. when our is my name is underway as vigeland i used to be amazon's chief scientist. he started the job in 2002. to. underfund that view of the when i started there were less than a 1000 people liking for my office was on the same floor as jeff based on meeting was off to every meeting i had with him i went out more energized than when i went to who is jeff is highly intelligent he's thinking about details and the 10 year

plan at the same time. that's what i think makes him stand out that's with which to force my. when he worked for jeff bezos they were turning an online bookshop into a vending machine for everything the everything store. jeff you're sort of that was jeff bases his vision for the very beginning amazon the one stop shop and it's all about learning from data is there nowadays recording dates across practically not they are so deciding in advance what you want to record and then doing it is much more expensive than simply recording everything utah idaho i did off the charts. simply recording everything from them online marked when put up with things on an online market there were never put up with on a normal market. bindiya if we imagine amazon doing what it does on a traditional market it's a little market for it would be like walking around with a little jeff bezos behind us always watching what we're looking at what they've

always been trying on or prizes we're comparing the qualities we want and preferences we're. writing it all down on before leaving and then he would use this information to show us what your products best fit our preference was. psyching been hip we'll talk to him but it's going for any possible maybe that doesn't really sound so bad letting jeff bezos know what we're looking at in his marketplace. but not everyone sees it that way. right now catalina know a data protection activist and author. for the us national to research my book i did an experiment i wanted to buy as much as possible from amazon for one year and find out as much as i could about the company as part of this vast i want

to know what information about me amazon was actually story and not only when i bought product but also when i just looked at things without buy. the company took a long time to release the data which it's required to do under european law after some back and forth they finally sent her a cd. i found a lot on this cd the last 15000 clicks from the past year were on x. and if you were to print out my amazon data set on paper you get about 15000 pages . appear. but she hadn't actually even bought that many things from amazon just looking at them was enough. click there were 50 columns for every click seen not only the 2nd i clicked on something and what kinds of products i looked at but also where i was what telecoms provider i was using and

which web page i was coming from. she hadn't watched amazon t.v. and she didn't have a lexer at home but amazon still compiled a lot of. amazon even knew when i was on vacation because of where the searches were made also some people use amazon prime as their main streaming service too so when you add it all together it can create a gigantic personality profile that goes into frightening detail about someone. and information about how customers is an important part of our business and we use data to make sure. our products back to a more convenient for our customers. amazon is a highly powerful data. it's naive to say my data belongs to me that sounds good but most people aren't clear about the meaning of that. supposed to mean. andreas was a chief scientist at amazon for only 60 months and that was

a decade and a half ago today he travels the world as a doctor expert and a walking doctor machine anyone can find out when where and what he's doing at any time. and greetings from lispund world financial center here in new york one of the treatments of not just a few of the small. feet up the. contrast is in great demand as a speaker he advises companies around the world on data masses. bought his reputation as amazon's former chief scientist always follows him and gets him along why even as far as the german chancellor. i'm convinced our government can only keep up with developments if we continue to

seek external advice and that's exactly what we're doing by asking experts from the various fields to health and advise us in the digital council. to think east andreas is one of them he will lead me to the one because i consider the things that interest the chancellor for much because if i can convince her i can actually achieve more than i could at a university or in research for. the shed the good news as soon as he was appointed to the chancellor's committee. my or not is fired i think if you want data to be used sparingly then you are picking the wrong back when he's on the real battle is to be mounted more for the data you produce that and even for this year to come. and so he's off to bed early.

but what can we really expect in return for. what's just bass also giving us in return for letting him watch us. and shift business it's a constant one stuff bezos has collected all this data about what we've been looking at on the market he starts to evaluate. the house he wants to use it to learn what preferences influence our surfing behavior said himself. in from at she wants. to. get the chip business. so what's he doing with all this information. he looks at which products are often bought with which other products from their range and then offers them to us he says i think people who bought this product also bought that product gain if many consumers think this is something really great. it's just part of this.

but i have a son surprisingly 30 percent of amazon's turnover allegedly comes from these recommendations that he now has on realizes that we humans are much more predictable than we think we are seen as be. using is pregnant now how could just base all know that. defeat this week to get with the ability to find the right product is not only based on the comparison of a lot of factors but also on identifying patterns machines that increasingly learn from data over time can do this much better than humans and this allows them to pinpoint preferences that we ourselves didn't know we had. preferences that can change. this if you do but that's pure science fiction isn't it the model of a muslim country a height the design can already tell whether someone is pregnant sometimes even before she knows it herself. on a string of small changes in her purchasing behavior klein unfair in the home and

in coffee that mention can't really do that we ask alexa. no i. know you don't think so. i mean big companies like amazon are very interested in finding out when a family has a new baby because this is a point in life where a lot drastically changes. and whoever manages to put their product there might win a new long term customer. so how do you know if a customer is pregnant 10 years ago a large u.s. supermarket chain identified buying behavior patterns from a relatively small data set they even pinpointed the number of weeks. following it's been shown that pregnant women change their consumer behavior they switch to unscented cosmetic products they start buying cotton wool pads and when

these customers then go on to buy products like baby clothes just proving that they did have a baby you can look at what they bought before and say ok people who buy things like that are most likely pregnant. her stuff i'm assured. the secret lies in the evaluation of so-called big data autodidactic machines recognize the patents and amazon is considered the leader in this field the other ones are when we look at which technologies will be important in 10 or 20 years time a large data set is actually the decisive factor and many retailers think they can't keep up unless they start screening their customers too they want to know how customers tick just as amazon doubts. in seattle amazon is testing a process that may soon go global. simply go to a store. environ out shopping. be

monitored and wander out again. 3000 of these stores are expected to open next year. at amazon pick up customers can go and fetch their online purchases. hand of the treasure truck will take the online offer of the day to individual districts if. amazon book stores even sell books offline amazon also owns the world's largest organic market chain as well as its own fleece but their craft. amazon already sells insurance and medication operates publishing houses and fashion my payment systems and cloud services and produces its own films and television programs it penetrates whole areas of our lives and collects data in the

process everywhere. it's made jeff bezos the richest man in the world reportedly earning him $100000000.00 a day as a hobby he has his own newspaper the washington post. his company blue origin is i need to launch 2 wrists into space. he's built a huge mechanical clock inside a mountain that's time to run for 10000 years but what does the future really look like with amazon the city of seattle on the west coast of the u.s. has already had a little taste. but image almost always on the seattle city council i'm also a member of socialist and then the. ship a source made seattle his h.q. for a reason he hardly has to pay any taxes here. on the one hand seattle is booming and you can see this right in front of you the cigar baseball fields the amazons 2

years are a testament to that booming city but that is only for a few people for the rest of us seattle has become an auto fordable and unlivable place to live in and the working people who. build these towers they can't afford to live in the same city that they build these buildings that. years of low wages have also cites the company money one study says that in some regions of the u.s. a 3rd of amazon employees depend on government food stamps. what we see in the last 10 years is an explosion in homelessness the regular people who go to work but their wages are so stagnant and their rents are skyrocketing so the combination of both of those things is a deadly combination and it ends up making you homeless seattle city council wanted to introduce a tax for large companies the money to be used to build affordable housing the

topic was soon dropped amazon employs 45000 people in seattle. there is no question that jeff bezos personally and amazon as a corporation intervened they behave like classic bullies in the schoolyard they said if you have the domestic the guts to pass this small data on us we are going to try to new with the closure of jobs that was what jeff bezos at amazon did to ensure that the staff did not pass instead of paying taxes amazon hands out bananas free of charge every day to anyone who wants them apparently over 5000000 have already been given a why. german cities are also feeling amazon's influence at least according to people who know about retailing is the internet giant accelerating the decline of small shops what does amazon itself think these did and we do not agree to take

a look at the opinion of the well known and respected industry insider professor dr gareth hyman from the need to write in university of applied sciences need to hide . yes let's do that we already have a date with him. right now mr i'm going to retirement i manage the university research center and i'm a retail expert. but the professor doesn't actually say what the company would like to hear on the contrary in fact just a toy to show and few that are many small and medium sized towns can still supply our daily needs an addict but we can no longer really shop there was this i call for your perhaps amazon will eventually be the only retailer you can still buy from god because there won't be any others left. we haven't seen it i know it's like the enemy on the horizon creeping up towards us and we have to mobilize we can't just shut the window that will just lead to more empty shops some small and medium sized

cities already have vacancy rates of 40 percent or more and it continues to rise that's the consequence one doesn't invite us would assist you for that. he doesn't even blame amazon for the disaster he just says others simply missed the boat when retail changed. wonderful to new york from the local retailing still often functions as it did in the middle ages or even in the stone age son amazon has reinvented retailing is in it's a technical company and most traders don't understand this technology because it's a completely different world i'm not so on amazon sets the course and everyone else tries to keep up or catch up with of to where i am on the city centers are dying so does anyone who wants to compete with amazon have to fight fire with fire that's what one company is trying to do with food order on the internet with next day delivery. in the customer can do their complete weekly shopping at 2 or 3

men and we achieve this by cleverly offering certain products if you buy a certain kind of milk then perhaps you'll also buy a certain kind of pump and that's what we're trying to do here use data to make the customer shopping experience as efficient as possible sense of. quick delivery routes if you start hardly any storage costs is this like amazon light. isn't. we're already developing our 1st fully automated warehouse we're much more efficient in delivery and we can ultimately offer it to the customer free of charge on the amazon approach is completely different. and that's it's i mean. look there's currently a supply problem in rural areas because of the exodus from those areas and amazon won't go there because it's too expensive for their concept and. that's exactly

what picnic is doing now moving into this niche. taking on the giant but only in nice markets picnic has some $7000.00 customers so far but what will happen when it becomes much bigger than the cost amazon has simply blows up aspiring competitors. column songs seeking to mention at no time in history have markets become so concentrated so quickly the spittle i know a few years we may face a situation that there is no viable alternative for people to shop online other than within hours of that if you mention online and so cough must by amazon. just makes the rules his rules if you don't stick to them you're out jeff for the new you seek him out germany has enormous power. which allows him to push down prices

and set conditions for traders and producers $150.00 put us in. the media amazon amazon is also manufacturing more and more products and selling them under the amazon name and amazon will then take over the market stalls themselves will no longer be any diversity as an industry to some kind of nightmare market with jeff bezos behind every stand. it's a planned economy with someone in the middle who knows everything and can do everything on a list. it's not gone unnoticed. here for example more and more money is being spent in online trading and amazon share is growing and so this process is the skepticism ready miss them

a great if they stay at and i'm the commissioner for competition in the european commission. it's not the fact that they grow because in europe you're more than welcome to be successful the question is of course what names are they using is this competition by they book the book or are they cutting corners we made a full study of e-commerce in europe bits and pieces you know had to r.'s electronics all kinds of things that we buy online and in that we found a number of things but one of the things we also found was a concern about amazon and that has been coming back over the last year and now we found that there were grounds also to do a more specific look into how does this work. in google recently found out what can happen when moderator vestavia gets involved the u.s. corporation was fined full point 3000000000 euros the commission also made amazon

pay a quarter of a 1000000000 euros in back taxes. now she's investigating with the amazon is using its dance of power against small online merchants we get very serious suspicion that something is wrong then we have access to knock on doors 6 30 in the morning teams come in we can take a copy of your server your laptop your phone to find your do. evidence and then we will try to find a smoking gun because of course we have to find the evidence because this is an investigation it's not gone that far yet 1st of all she sent out questionnaires to merchants who sell their goods through amazon at the same time she's also looking at the ever increasing services and goods that amazon itself office. yes that is concerning because when you are in so many different markets but you have the same

customer then one very basic thing is of course how to make sure that data doesn't travel from one part of the business to the next part of the business how are you going to make sure that you don't just get the amazon offered by amazon offered by on the sun or the market's at imus and so and this is why of course we take an interest in. the digital council is meeting for the 1st time today and on trade is getting ready to meet the chancellor. yeah let's see what the day brings. angela merkel has called on just 10 experts to ensure that germany does not miss the digital connection there's another familiar face there too. and if you did let it be al before the meeting with mrs merkel victor what should be said here. and by yes how are you today didn't like it i'm great. the meeting in the digital council

is strictly confidential of course. but also on his agenda today posting is something with the chancellor and his book and even shooting a video with the late chancellor konrad adenauer. i'll address 5 and then this is the end of the meeting off the 1st day off or do you get tired out digitizer bored of germany because i'm going to work at the capital morning with some interesting ideas. the value of data was and now we have you riffing and figuring out what shall we do the next time. andreas thinks we need better education if we're to live alongside data machines like amazon. ve could in your view if we used to have geography botany zoo wala ji and so on how can we make data a real subject now of year in the digital studies to equip us with the basic skills to make decisions in this digital world as it was a fit. he has

a different idea. of goodness than that we've got to tackle the problem at its root which is in the information in the incredible amount of data that amazon collects cent only uses for itself for vain that amazon has a huge competitive advantage because it keeps the data to itself. i'm thinking maybe the only way is to force amazon to share this precious data with others this is going amazon making some of its data available to competitors and small start up companies every day. and impose them up into a few years if we don't do that we could soon end up in a world without markets amazon would be completely unchallenged and why bother choosing things when amazon's algorithms already know what we want. to click the 3 of us have by

a stroke of luck jeff bezos has only been trying to sell us products that's of a cult its current leader tools amazon has developed for the market it also be used for a completely different purpose a suffix guns under threat the state could use them to aid police work for example and that's a problem that's their problem. the police force in washington county in the us has recently become an amazon customer. my name is a mythical little. she county sheriff's office authority. amazon has developed new functional recognition software and it's supposed to help catch criminals here in tranquil hills mara. now more than ever a lot of people have cameras installed at their home security stores have more cameras installed that are better quality cameras and because of that or see the lot more crimes occur that are captured on camera with the suspects on really high

quality video when we collect video or photos of someone committing a criminal act and we don't know who they are. to make. this woman has filmed a want to shoplift out. to go take photos of it. you were right here i'm going to go check if i were able to take a still image from that video rebel take it to our computers that we all have we have inside of our police cars put it into the system and compare it against our 300000 or so booking photos. to see used to be done manually which took an incredible amount of time then i contacted amazon. essentially you just take a whole bunch of pictures that you have run them through a process that creates a mathematical algorithm for each picture and that allows you to search it quickly

it's all done on the back of an amazon takes care of all of that but essentially all i had to do was. index all of those images the mathematical representation of the picture goes through to amazon servers but the actual image does not. this system is already working so well that it can even identify identikit sketches with some accuracy it would be very practical if the police could search not just it's unclear. but also social media. basins we have to abide by the laws so the law says we can't do it so our policy says we can't laws can be changed and so can policies but that's why we say in our policy that we abide by the law and if the law changes then that's the voice of the people saying they want to change. we recognize we have a great deal of power and there is a potential when you have

a great deal power for abuse and we want to use this technology responsibly want to use in a way that the public appreciates expects and not break that trust me as a private citizen i have those same concerns that they have. but now thanks to amazon the police science amount of time. it cost us a couple $100.00 u.s. dollars to deploy and initially develop an upload our booking photo database and our monthly bill to use a software is right around $12.00 so for $12.00 a month if we can solve gosh even one crime a month for that it is a financial win for us what if you could also troll social networks in the same way . we had a female we only knew her 1st name that she had a warrant and we knew her profile on facebook which was not her real name. her facebook video that she had posted on her profile take

a video running through recognition and find out her true identity her 1st day match we later with her house and arrested her. we have been very impressed with the technology and some photos it might seem like they're grainy or don't have a lot of quality to them how i can still find those facial features and match them to people that have been our custom before. many people on the upper hand believe the temptation to abuse the new technology may be too big to resist. and the technology and civil liberties attorney x.t.c. the u. of northern california. in the us. is often deployed 1st in places where there's a plausible public safety justification and where it's convenient for people and then it's expanded to encompass more and more and more of modern people's daily

lives it's important to stop the technology as it is beginning to be deployed and think carefully about whether those public safety justification is a really valid. amazones facial recognition of allows police to monitor the entire public's. this is already being done in other parts of the us too but the police there. in washington county and want to talk to us. runs a large cloud service and they're providing that cloud service to governments and they're also providing surveillance technology to governments and so you know what is concerning about that partnership is that the information that companies gather could be combined with information that governments gather and the power and quite honestly the ability to control society could become truly profound and really

disturbing let's see amazon's opinion. as a technology solution imus and recognition already has many useful applications in the real world you will continue to look forward to seeing how image and video analysis can contribute to the common good including in the public sector under law enforcement but. are any of these protesters wanted by the police amazon could filter this out in real time and also keep a record of who was at the demonstration today. what's the mission i'm not reverse i want to society where i can go freely and participate in demonstrations without being registered anywhere on the phone the country get in oakland was here today. as is. it's completely impossible to go through inner cities without being filmed by at least 10 cameras that monk exists that can also stay moppets on anything link

facial recognition systems from amazon or another company with all of the surveillance cameras there you get comprehensive surveillance of the public space and you can't say what other systems will be linked into it in the future. and that . it's our behavior is being watched. and the things we buy online being watched what sort of danger problems does that really pose for us. to do. what i thought was an easier way in the field of data protection the amazon is ation of the world means that i can no longer find a refuge or a company isn't finding out about me. this data could also be used to manipulate me at some point because anyone who knows my concerns or my fears can also very easily find out how to make me buy something or perhaps even vote for someone. with.

a professor at harvard business school has even given this phenomenon a name. my name should shine as you golf and the author of the age of surveillance capitalism. the book on surveillance capitalism also includes. last year amazon applied for a patent on software to help alexa to recognize not only what we say but also how we feel. i have had to have a little model right here so you asked me if i would have an alexa in my home the answer is my home is my sanctuary using this conversational interface for their supply chain and her behavioral data now for amazon for example the ambition is what less because it wants to saturate our homes it wants to saturate every environment where we know to make it as pervasive as possible

because the supply of that voice is priceless she believes the only present alexa is just a harbinger of a completely new form of capitalism one where we think we are just customers but in reality are most of them suppliers of real materials. which means we are paying twice over. surveillance capitalism is a rogue capitalism and mutation of capitalism based on extraction of private experience for others profit others knowledge and power the economic imperatives that drive surveillance capitalism force it into the production of vast asymmetries unprecedented asymmetries of knowledge and therefore there is symmetries of power that follows from vast private knowledge surveillance capitalism is a profound threat to democracy in fact i call it a coup from above

a market based cool from a box. will there be a day when jeff bezos knows us better than we know ourselves and also better than all our elected politicians put together what comes thing. is a sore does year maybe we'd be better off without democracy nimish disappear and. we could just go to amazon and facebook and google and say. the basis is us mr zuckerberg you know exactly what i want. i show you that every day could you just appoint the government for me as it makes it up but there. are tensions are huge problems ahead of you so it could even lead us to question our own free will or we can't help but turn to hours on because we believe that we can only be

happy they're. completely surreal. when a single company knows what groceries we'll need next week when it produces all the products we like when it along who knows what music when joy and when the heroes on their pedestals provide instead of free will we denby in the new age of amazon. we will pay a price for this future the price we pay will be in our freedom and in our social bonds and in the very possibility of our democracy i would not like to live in a world birds was just one company providing the wake up call the toothpaste and the milk in the fridge because i think that the risks are too high and i have i have a sense of privacy that says for me and biggest thing that convenience. good

model you good morning you today is an important date for you you are in your sixty's week of pregnancy and have a gynecological a pleasure to see 930 at the amazon health care clinic and i refill the milk in the fridge for you steepish in kentucky dogs and. whole. of course you are leo wants to know if it will be a boy or a girl. come on you or. it's blue you can see for yourself.

they can't do all that yet but perhaps one day in the not too distant future. robotics. morning realises wait a 2nd we want the whole picture perfect so sort of make ideas shift deliver us. from a magic reality to cryptocurrency your topics for live in an ever changing digital world let's start to do that as a short. shift. d.w. us. in good shape. through temptation.

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this is news line from poland lark's 80 years since the 2nd world war began. commemorations take place in the town of vienna to mark the moment hitler's forces carried out a bombing raid that left more than a 1000 people dead and launched history's deadliest conflict all.