NYT: Data scientist argues predictive algorithms are flattening culture into monotony

nordicinst · x · 2026-11-01

The New York Times profiles Lauren Leek, a data scientist at Leiden University, who argues that predictive algorithms are "flattening" modern consumer culture into sameness.

Standing on a typical London shopping street lined with Pret a Manger, Starbucks and Subway, Leek notes the area "used to be culturally diverse, now it is culturally generic," creating a sense of placelessness.

Her Substack piece "Temperature Zero for Culture: Why Everything Is Starting to Look the Same" analyzes how this flattening effect has reshaped music, film, hospitality and nearly every corner of consumer culture. The article gained traction via commentators like Cory Doctorow and John Naughton, and draws on data from 640 shopping streets to explain the math behind cultural monotony.

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