Conor Friedersdorf talks about the differences between recommendations provided by people and algorithms in Would You Rather Get Tips from an Expert or an Algorithm?

The Amazon.com algorithm is very good at using what you’ve just bought to recommend things that you’ll want to buy, [David Weinberger, a senior researcher at the Berkman Center for Internet and Society] observed, but it can be hard to tell why. Perhaps you’ll be attracted to the content of the recommendation — or perhaps it’s the fact that the cover is also green, or that the print is in Helvetica font. 

In contrast, a skilled librarian is usually going to recommend a book solely because of its intellectual value, without any lurking, contentless variables. The librarian is therefore likelier to send a person in a direction they wouldn’t otherwise have gone in a way that will advance their thinking, education, or aesthetic taste, because they’re not just meeting needs that have already been expressed.

We’re seeing this divide come out in products as well, and some are starting to use their “humanness” as a differentiator. Whereas most music recommendation systems like Pandora, Spotify, and Rdio use algorithmic approaches, Beats touts the power of human curation on their product.

Go Book Yourself is a Tumblr site that publishes curated recommendations for books you might like based on other books you read and liked. Their tag line is Book recommendations by humans, because algorithms are so 1984.

The humans are coming.