A growing number of people are relying on technologies like Google Maps not only to navigate and locate themselves in cartographic space but also to search, discover and evaluate urban places. While the spatial data that underlies such technology frequently appears as a combination of Google-created maps and locational information passively collected from mobile (GPS-enabled) devices, in this article we argue that for such systems to function as both useful tools for exploration for users and sources of revenue, users must (...) actively produce massive quantities of granular spatial data that would otherwise be significantly more difficult and expensive to collect. The production of this qualitative information about places constitutes significant unremunerated affective labour. In this article, we build on the tradition of feminist geographies, especially feminist and critical Geographic Information Systems (GIS), to examine how the labour done by gendered, raced and often classed members of a local community is alienated by Google (i.e. Alphabet, Inc.) to produce commodified spatial data/media in the Local Guides platform. We analyse how Google’s presentation of the platform hails women as care labourers—sharing their thoughts, feelings and knowledge of place for free in the name of supporting and caring for a community, however vaguely it may be constituted. At the same time, we argue that digital labour that produces the Local Guides platform draws from and reproduces specific gendering of spaces. We draw on a case study of a commercial corridor in the US city of Worcester, Massachusetts to show how the dialectic between affective digital labour and urban space has material effects on the production of raced, classed and gendered spaces and places. The article concludes with a call to maintain critical, feminist engagements with these types of platforms in order to further develop forms of digital praxis towards more just cities. (shrink)

In this article, we explore how digital marketers think about marketing in the age of Big Data surveillance, automatic computational analyses, and algorithmic shaping of choice contexts. Our starting point is a contradiction at the heart of digital marketing namely that digital marketing brings about unprecedented levels of consumer empowerment and autonomy and total control over and manipulation of consumer decision-making. We argue that this contradiction of digital marketing is resolved via the notion of relevance, which represents what Fredric Jameson (...) calls a symbolic act. The notion of the symbolic act lets us see the centering of relevance as a creative act of digital marketers who undertake to symbolically resolve a contradiction that cannot otherwise be resolved. Specifically, we suggest that relevance allows marketers to believe that in the age of surveillance capitalism, the manipulation of choice contexts and decision-making is the same as consumer empowerment. Put differently, relevance is the moment when marketing manipulation disappears and all that is left is the empowered consumer. To create relevant manipulations that are experienced as empowering by the consumer requires always-on surveillance, massive analyses of consumer data and hyper-targeted responses, in short, a persistent marketing presence. The vision of digital marketing is therefore a fascinating one: marketing disappears at precisely the moment when it extends throughout the life without limit. (shrink)

Artificial Intelligence-as-a-Service empowers individuals and organisations to access AI on-demand, in either tailored or ‘off-the-shelf’ forms. However, institutional separation between development, training and deployment can lead to critical opacities, such as obscuring the level of human effort necessary to produce and train AI services. Information about how, where, and for whom AI services have been produced are valuable secrets, which vendors strategically disclose to clients depending on commercial interests. This article provides a critical analysis of how AIaaS vendors manipulate the (...) visibility of human labour in AI production based on whether the vendor relies on paid or unpaid labour to fill interstitial gaps. Where vendors are able to occlude human labour in the organisational ‘backstage,’ such as in data preparation, validation or impersonation, they do so regularly, further contributing to ongoing techno-utopian narratives of AI hype. Yet, when vendors must co-produce the AI service with the client, such as through localised AI training, they must ‘lift the curtain’, resulting in a paradoxical situation of needing to both perpetuate dominant AI hype narratives while emphasising AI’s mundane limitations. (shrink)

Organizations increasingly rely on algorithm-based HR decision-making to monitor their employees. This trend is reinforced by the technology industry claiming that its decision-making tools are efficient and objective, downplaying their potential biases. In our manuscript, we identify an important challenge arising from the efficiency-driven logic of algorithm-based HR decision-making, namely that it may shift the delicate balance between employees’ personal integrity and compliance more in the direction of compliance. We suggest that critical data literacy, ethical awareness, the use of participatory (...) design methods, and private regulatory regimes within civil society can help overcome these challenges. Our paper contributes to literature on workplace monitoring, critical data studies, personal integrity, and literature at the intersection between HR management and corporate responsibility. (shrink)

AI technology is capturing the African imaginations as a gateway to progress and prosperity. There is a growing interest in AI by different actors across the continent including scientists, researchers, humanitarian and aid organizations, academic institutions, tech start-ups, and media organizations. Several African states are looking to adopt AI technology to capture economic growth and development opportunities. On the other hand, African researchers highlight the gap in regulatory frameworks and policies that govern the development of AI in the continent. They (...) argue that this could lead to AI technology exacerbating problems of inequalities and injustice in the continent. However, most of the literature on AI ethics is biased toward Euro-American perspectives and lack the understanding of how AI development is apprehended in the Global South, and particularly Africa. Drawing on the case study of the first African Master’s in Machine Intelligence program, this paper argues for looking beyond the question of ethics in AI and examining AI governance issues through the analytical lens of the raciality of computing and the political economy of technoscience to understand AI development in Africa. By doing so, this paper seeks a different theorization for AI ethics from the South that is based on lived experiences of those in the margins and avoids the framings of technological futures that simplistically pathologize or celebrate Africa. (shrink)