Iterations: Recruiting The New Labor Force

Most Apple fans become slightly uncomfortable at the sight of Apple?s latest television commercials featuring celebrities talking aimlessly to their iPhones. A subtle message in these ads is that consumer technologies can now place virtual assistants in the palms of our hands. The advertising logic is as follows: get a new iPhone, ask it for information or to run tasks, and it will oblige. In the case of those celebrity commercials, it almost feel as if they?re talking to a digital version of the real life assistants they employ. When it does work, Siri helps Apple create a deeper emotional bond between the consumer and their technology. While handheld technologies are providing varying levels of assistance to users, a similar wave is taking over the San Francisco Bay Area, not just with bits, but humans, too. A number of separate forces are converging to make segment, organize, and mobilize human workforces for just about any human-powered task one could imagine.

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