Many companies have jumped on the “big data” bandwagon. They’re hiring data scientists, mining employee and customer data for insights, and creating algorithms to optimize their recommendations. Yet, these same companies often assume that customers are wary of their algorithms — and they go to great lengths to hide or humanize them.
Logg, Jennifer M., Julia A. Minson, and Don A. Moore. "Do People Trust Algorithms More Than Companies Realize?" Harvard Business Review (October 26, 2018).