Contributed Articles

How Modes of Myth-Making Affect the Particulars of DS/ML Adoption in Industry

EMANUEL MOSS CUNY Graduate Center / Data & Society FRIEDERIKE SCHÜÜR Cloudera Fast Forward Labs The successes of technology companies that rely on data to drive their business hints at the potential of data science and machine learning (DS/ML) to reshape the corporate world. However, despite the headway made by a few notable titans (e.g., Google, Amazon, Apple) and upstarts, the advances that are advertised around DS/ML have yet to be realized on a broader basis. The authors examine the tension between the spectacular image of DS/ML and the realities of applying the latest DS/ML techniques to solve industry problems. The authors discern two distinct ways, or modes, of thinking about DS/ML woven into current marketing and hype. One mode focuses on the spectacular capabilities of DS/ML. It expresses itself through one-off, easy-to-grasp marketable projects, such as DeepMind’s AlphaGo (Zero). The other mode focuses on DS/ML’s potential to transform industry. Hampered by an emphasis on tremendous but as of yet unrealized...