IN the 12th century A.D., when the Arabic treatise “On the Hindu Art of Reckoning” was translated into Latin, the modern decimal system was bestowed on the Western world — an advance that can best be appreciated by trying to do long division with Roman numerals. The name of the author, the Baghdad scholar Muhammad ibn Musa al-Khwarizmi, was Latinized as Algoritmi, which mutated somehow into algorismus and, in English, algorithm — meaning nothing more than a recipe for solving problems step by step.
It was the Internet that stripped the word of its innocence. Algorithms, as closely guarded as state secrets, buy and sell stocks and mortgage-backed securities, sometimes with a dispassionate zeal that crashes markets. Algorithms promise to find the news that fits you, and even your perfect mate. You can’t visit Amazon.com without being confronted with a list of books and other products that the Great Algoritmi recommends.
Its intuitions, of course, are just calculations — given enough time they could be carried out with stones. But when so much data is processed so rapidly, the effect is oracular and almost opaque. Even with a peek at the cybernetic trade secrets, you probably couldn’t unwind the computations. As you sit with your eHarmony spouse watching the movies Netflix prescribes, you might as well be an avatar in Second Life. You have been absorbed into the operating system.
Last week, when executives at MySpace told of new algorithms that will mine the information on users’ personal pages and summon targeted ads, the news hardly caused a stir. The idea of automating what used to be called judgment has gone from radical to commonplace.
What is spreading through the Web is not exactly artificial intelligence. For all the research that has gone into cognitive and computer science, the brain’s most formidable algorithms — those used to recognize images or sounds or understand language — have eluded simulation. The alternative has been to incorporate people, with their special skills, as components of the Net.
NYTimes