• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch

2

Mark Zuckerberg feeds his cows macadamia nuts and beer to create the 'highest-quality beef in the world' on his $300 million estate in Hawaii

3

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

1

As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch

2

Mark Zuckerberg feeds his cows macadamia nuts and beer to create the 'highest-quality beef in the world' on his $300 million estate in Hawaii

3

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

Rise of the bots

By
Scott Cendrowski
Scott Cendrowski
Down Arrow Button Icon
By
Scott Cendrowski
Scott Cendrowski
Down Arrow Button Icon
August 24, 2012, 10:14 AM ET
Add Fortune on Google for similar content.

FORTUNE — In the morning you wake up and check your Gmail, which is sorted for you courtesy of a proprietary Google (GOOG) bot. At lunchtime you read sports gossip on Deadspin, which deploys another set of proprietary algorithms to promote the most prolific commenters. After dinner you pick a movie from a menu of choices that a friendly Netflix (NFLX) algorithm queued up for you based on its record of your cinematic taste. Other algorithms help determine which streets we drive, the music we hear, and which way stocks move.

In short, algorithms are taking over our lives. An algorithm is simply a piece of software code that operates like a decision tree, considering multiple variables and then spitting out a decision or recommendation. (A bot is typically a collection of algorithms.) Without taking a step back, as Christopher Steiner does in Automate This: How Algorithms Came to Rule Our World, it’s hard to appreciate how fast and far algorithms have come in recent years, and what the consequences are for modern culture.

Steiner, a former Forbes writer, set out three years ago to explain how trading algorithms (which, in their simplest form, make buy/sell decisions based on various data inputs) had overtaken Wall Street. By that time, wildly complex trading bots had transformed financial markets. Steiner then decided to expand his reporting outside finance. The result is an encompassing tale of how industries as diverse as dating services, music and medicine all came to be ruled by machines.



There’s Savage Beast, a 1990s startup that paid hundreds of musicians to listen to songs and classify them according to some 400 musical attributes, including rhythm, tonality, and much more. Savage Beast tried without luck to sell its music recommendation service to music retailers like Tower Records and Best Buy (BBY). The company barely survived the 2000 dotcom bust and was on life support by 2005, when it started to produce music recommendations using algorithms instead of live musicians. Along the way, Savage Beast changed its name to Pandora (P). In 2011 it went public with a $3 billion valuation.

ELoyalty is another company whose story shows the power of algorithms. The customer management consultant deals in the stodgy business of advising call centers. ELoyalty’s algorithms scan a database of about two million speech patterns to classify callers by personality. As a result, sales and service reps can instantly tell if a customer is more emotional or more thought-driven, and tailor their pitches accordingly. Vodaphone (VOD) signed on to eLoyalty’s program, and afterward its operators knew if they were talking to an emotional customer who needed chummy gossip to get interested in upgrades, as opposed to more analytic clients who only wanted to hear about the value proposition. After adopting eLoyalty, Vodaphone’s sales upgrades increased by 8,600%.

Despite his wealth of case material, Steiner turns out to be an uncertain guide to this newfangled world. Because the book lacks a narrow focus on how algos are upending, say, Wall Street or the medical field, it tries to cover too many industries. As a result, some of the material feels stale. A chapter on the automation of musical taste, for instance, includes stories told in newspapers in the 1990s and early 2000s. Similarly, NASA’s personality-detecting system, which helped the space program pick teams of astronauts, was developed in the 1970s and 1980s.

I really wanted to fall in love with this book, for the new world of bots is at once alarming and engrossing. Increasingly, our world is being shaped by how Wall Street, Facebook (FB), Google, and Amazon (AMZN) deploy their algorithms. But while Steiner has written an exhaustive account of the bots powering our lives, the book lacks the characters and narrative to be a page-turner. Instead it feels like a book report that ran long.

The timing of Automate This (available Aug. 30) is both lucky and unlucky. Half of America is still talking about the fiasco at Knight Capital, where trading algorithms went haywire and caused the firm to lose several hundred million dollars overnight. Yet the Knight Capital story raises questions the book doesn’t answer. Knight’s algo issues only affected a few stocks. But if the health care industry eventually deploys bots to prescribe our medicines, for example, can we expect similar glitches? There’s a downside to this story that’s rarely been explored, and Steiner lets it pass.

Once bots move in, they don’t move out. Algorithms have brought efficiency, craftiness, and speed to nearly everything that humans have tasked them with. But as with most breakthrough innovations, they have experienced growing pains. Now that algorithms rule the world, the next story will be how their shortcomings might destroy it.

Our Weekly read column features Fortune staffers’ and contributors’ takes on recently published books about the business world and beyond. We’ve invited the entire Fortune family — from our writers and editors to our photo editors and designers — to weigh in on books of their choosing based on their individual tastes or curiosities.

More Weekly Reads

  • Andrew Blauner’s Central Park
  • Ken Bain’s What the Best College Students Do
  • Neil Barofsky’s Bailout
  • John Gapper’s Fatal Debt
  • Guy Lawson’s Octopus
  • Christopher Hayes’s Twilight of the Elites
About the Author
By Scott Cendrowski
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

Best private student loans for medical school
Personal Financestudent loans and debt
Best private student loans for medical school
By Joseph HostetlerJuly 2, 2026
7 hours ago
Michael Burry just shorted Caterpillar’s 172% AI rally. One analyst says his bet won’t even matter
Investingstock prices
Michael Burry just shorted Caterpillar’s 172% AI rally. One analyst says his bet won’t even matter
By Marco Quiroz-GutierrezJuly 2, 2026
8 hours ago
Opti-Greens 50 Review (2026): Insights from Hands-On Testing
HealthDietary Supplements
Opti-Greens 50 Review (2026): Insights from Hands-On Testing
By Christina SnyderJuly 2, 2026
8 hours ago
U.S. Treasury Secretary Scott Bessent
EconomyDebt
AI’s $2.2 trillion deficit fix is already half fake, economists say
By Tristan BoveJuly 2, 2026
9 hours ago
s
Personal FinanceSports
The sports economy is unaffordable at the bar, let alone the stadium
By Catherina GioinoJuly 2, 2026
9 hours ago
m
Politicsfraud
Trump fights fraud by freezing funding for New York’s Medicaid Fraud Control Unit
By Ali Swenson, Geoff Mulvihill and The Associated PressJuly 2, 2026
9 hours ago

Most Popular

As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch
Big Tech
As Big Tech showers employees with perks to win the talent war, Nvidia built a nearly $5 trillion company by making people pay for their own lunch
By Marco Quiroz-GutierrezJuly 1, 2026
2 days ago
Mark Zuckerberg feeds his cows macadamia nuts and beer to create the 'highest-quality beef in the world' on his $300 million estate in Hawaii
Success
Mark Zuckerberg feeds his cows macadamia nuts and beer to create the 'highest-quality beef in the world' on his $300 million estate in Hawaii
By Sasha RogelbergJuly 2, 2026
11 hours ago
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
Success
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
By Sydney LakeJune 25, 2026
8 days ago
Today, Emily Blunt is worth $80 million thanks to her Hollywood career—but she actually wanted to be a UN Spanish translator on $80K
Success
Today, Emily Blunt is worth $80 million thanks to her Hollywood career—but she actually wanted to be a UN Spanish translator on $80K
By Orianna Rosa RoyleJuly 2, 2026
21 hours ago
Americans are escaping the U.S. for New Zealand where house prices have hit a new low—but only wealthy Americans with $3 million spare can invest
Success
Americans are escaping the U.S. for New Zealand where house prices have hit a new low—but only wealthy Americans with $3 million spare can invest
By Emma BurleighJuly 2, 2026
13 hours ago
Current price of oil as of July 2, 2026
Personal Finance
Current price of oil as of July 2, 2026
By Joseph HostetlerJuly 2, 2026
14 hours ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.