How Identity Politics Plays Right Into The Hands Of Big Business

1. Advertisers are specifically targeting individuals based on their revealed group identity, and the algorithms that are being designed to help us, to give us the content we want, are driving our choices as much as (if not more than) we are driving them.
2. If we do not want to be categorized by identity, then why do we continue to push ourselves into these categories? And if we do want to be recognized by group identifiers—if we want our tribes to be known—then why do we have an issue with this data being used to give us what our past selections, or presumptions about what our group identifiers, signify we want? If we are going to proclaim our identity, and demand that it be relevant information to political and social forces, then we should want our feeds and choices to be calibrated to our identity.
3. Machine learning is the science of using algorithms and statistical models to essentially teach artificial intelligence (AI) to make choices based on predictive data, without further human input, such as using usage history to determine a user's future preferences, and prioritizing access to those preferences to the exclusion of others.
4. Since what's wanted when we express identity factors is to be seen for our identity, we should be pleased that advertisers, marketers, and others who want to capitalize are taking notice.

https://thefederalist.com/2019/04/16/identity-politics-plays-right-hands-big-business/