Tag Archives: retail

Amazon Go and the Erosion of Supermarket Sociability

Invited post by: Sally A. Applin (@AnthroPunk on Twitter)[1]

I recently finished my Ph.D. As a present, a friend of mine gave me a hand. Not help, which he had done during the process, but rather a battery-powered automated hand, cut off at the wrist, similar to that of Thing, the Addams Family’s servant from TV and film. In part of my thesis, and my research on automation, I’ve looked to Thing as a metaphor for IoT software automation. Thing, on TV, is a trusted friend who builds relationships with family members and can negotiate with others on their behalf. In fiction, and the representation of fiction, Thing works beautifully and embodies what a smart agent could be. It is aware of its surroundings, it builds trust. It connects people. Thing is a keeper of local knowledge. The Applin and Fischer (2013) Thing agent, is a software construct using deontic logic to encourage and support human agency, building trust in a relationship based context.  The hand my friend gave me moved on a fixed path for several seconds, and then stopped until its button was pushed again. It looked like Thing, but it was only a physical representation, a simulation of physical form. In automation, data collection is not the same as building relationships, and community knowledge cannot easily be derived from quantitative Big Data. This is one of the more serious problem with Amazon Go.

Amazon Go is a grocery store concept that allows people who have activated the Amazon Go app on their mobile phone, to walk through an “authentication” turnstile into an Amazon Go supermarket. Once inside, people can “grab” what groceries they want or need, and walk out the door, without needing to check out, because Amazon’s “computer vision, sensor fusion, and deep learning” will calculate what people take, and charge them accordingly via the app. Amazon Go has a video on their website that explains all of this, and shows people “grabbing and going” with their groceries, stuffing them into bags or just holding onto them, and walking out. In the Amazon Go video, no one is shown talking to each other. Continue reading