We liked this LinkedIn’s post and wanted hereafter to share our takeaways (@X refers to the Big Idea X):
A. The desire for Trust in Businesses.
Via paying local taxes and regulations @#9. “Governments will seize the opportunity to regulate Big Tech.” and @42. “Order comes to the Wild West of data collection”
Via a clear fear of sizes getting too big “before it’s outside our control and we can’t see the consequences of it” @31. “Businesses will favor integrity over growth.”
B. The desire for Trust in exchanges.
@37. “We will reach peak outrage.
In the last couple of years, public opinion has been driven by “polarized tribes,” says Willow Bay, dean of the USC Annenberg School of Communication and Journalism: “Outrage has been modified, optimized, personalized and, of course, monetized.” Outrage, like fear, is helpful in the short term but unsustainable in the long term, she says. “Many do not want to live in a state of semi-permanent outrage, they’re simply tired of it,” she adds. “And I believe increasingly, people are going to want to reclaim consensus, collaboration and shared values rather than polarizing ones.” While Bay is referring to the United States, any country where people discuss politics on social media will recognize a version of this. She points to a study by More In Common which showed that 67% of Americans did not conform to partisan ideology or had disengaged from politics. They’ve been dubbed the “exhausted majority.””
And, @43. “We will ask ourselves hard questions about what free speech means.”, the classic “Free speech vs diversity and inclusion” on which we posted this a few days ago: “Media trust over education stages“
C. The desire for Trust in Brands
@45. “Brands won’t be able to stay neutral. Consumers and employees increasingly expect companies to take a position on the day’s issues and live their values…”
This needs for Brand values to be shared and stood for is in line with the role of Brands as explained and applied by Edward Bernays.
Of course, Brands applies to media brands and thus the need to profile them to build your perimeter of trust, mandatory to feed your analytic tools and guarantee your Brand Safety. This is what TrustedOut is about.
The need for AI.
@#7. “AI will be in every industry and every job”. Of course, we agree. We are using AI to avoid human physical limitations and bias.
Another way to say it is we believe AI is an element of the desire for Trust.
The need for ethic in AI.
We are aware of the risk of a fraudulent, oriented AI. IBM launched a tool to detect bias in AI , the excellent “Weapons of Math Destruction” (PDF here) and many more… This is why transparency with our AI is key to us, we will not have human entries so everything can be explained, nothing will be editorialized, no judgment, just collections and classifications machine-driven.
This is also why we were super proud to be finalist at the recent “The Robot of the Year” event, focused on Ethic AI.
Reminder: We solely focus on media profiling and are not doing any article fact checking, nor author scoring (Question #4 in our FAQ)
Comparing a specialist, Techcrunch, and a generalist, the New York Times – Technology.
Taxonomy DNA views: Both 12/18/18, 3% threshold, 7 day rolling learning (a post on this later on).
The New York Times – Technology
Top 10 categories
Interesting to watch the 4 first categories been the same with more on people for the NYT and more on Industries for Techcrunch., then NYT has Law, Politics, when Techcrunch has Finance and Hardware.
Finally, AI was pretty precise to classify Lifestyle and Digital Life for the NYT and Digital Tech for Techcrunch.
Why it matters.
TrustedOut Corpus Intelligence permits our users to create and maintain corpuses, precisely shaping out their definition of their trust for their analytics. With the example above, shall a study be on Tech AND Law, the NY Times – Technology section would be selected and not Techcrunch.
Like for any survey, the sample onto which the survey will be based on, makes or breaks the trustworthiness and the serious of its outcomes.
Trusted in, Trusted out.
Below is an example of the Corpus creation UI in TrustedOut.
TrustedOut has selected Keycloak, an open source Identity and Access Management solution from RedHat (recently acquired by IBM for $34B) for its user management.
The perfect B2B eXperience.
Keycloak allows TrustedOut Corpus Intelligence to offer:
One login and multiple accounts? Ok.
Clients with multiple accounts, such as regional marketing managers, will be able to move from account to account without remembering and re-enter any password.
Social logins? Yop.
Clients can continue to use their social login, such as Google, Twitter or Facebook to get into their TrustedOut account. They can also authenticate with existing OpenID Connect or SAML.
Large corporation ready? Absolutely.
Your company uses LDAP or Active Directory servers? TrustedOut can use those and connect in no time.
Frictionless access to Corpus outcomes? Of course.
Getting in TrustedOut with your existing credentials is good but getting TrustedOut’s outcomes, medias, feeds and article abstracts without any additional signing efforts is even better. The whole experience is totally frictionless.
Security first? Sure!
Thanks to Keycloak, which is extensively used here, TrustedOut complies with standard protocols and provides support for OpenID Connect, OAuth 2.0, and SAML.
Here are the numbers from Reuters Institute and Oxford for France in 2018 (June):
and here are the comparable numbers for the USA:
Quickly, one can read French people pay less for online news, use more ad blockers, trust less the media they use. Matter of fact, the ratio News I use vs Overall Trust is almost 3 times less in France (only 17% more trust for Media I use”) vs the US (47% more trust for “Media I use”)
2 points are interesting in the context of the Yellow Vest in France:
French trust in overall media is increasing (+17%) while the US it’s decreasing (-11%)
All this confirms the role of trust within media which is the fondation of TrustedOut Corpus Intelligence. For this article, I decided to trust major media sites identified with high traffic and years in business.
Here are 3 interesting facts (US data): 1/ people are spending more time following the news, according to Pew Research Center, 2/ distrust in news is severe and growing with 72% believing traditional major news sources reporting news they know to be fake, or purposely misleading according to a poll from Axios and SurveyMonkey and finally 3/ Trust in news depends on which news media you mean according to the Media Insight Project.
As the content you use makes your education, your opinions and, most importantly, your decisions-making, defining your trust is mandatory. This is the foundation of TrustedOut. We call it Corpus Intelligence. First targets: the $4B spent in text analytics ($10+B by 2023) to make this intelligence trustworthy and also everyone concerns with Brand Safety to help them define precisely their trusted brand perimeters.
Today, your company is using analytics tools and thus, corpuses of content. Are you sure you know what you are feeding your intelligence tools with? Importing your existing corpuses to TrustedOut will help.
Let’s take an example of two corpuses, one for the USA and on for France, and ask TrustedOut if you are comparing apples to apples.
Now, let’s click on that “Corpus analytics” button to discover…
… the US corpus top category is “Cultures & Arts” while the French on is “Business”.
Back in July, for the 5th event at the BPI (Public Bank of Investment, the largest sovereign bank in the world) on Silicon Valley vs France, we ran TrustedOut on on the corpus used for France for this event and check if political orientations would influence analytics.
And yes it did, as this slide shows:Later on, as we were working on TrustedOut User eXperience, we decided to apply this to our customer journey. In other words, show case this business need of viewing a content orientation impact on your decision-making. Here it is in TrustedOut: