La filter Bubble e il problema della identità digitale

This paper is focused on the filter bubble as a specific situation of intellectual isolation that can occur when websites make use of algorithms to selectively identify the information a user is expected to wish to see, to then supply information to the user on the basis of that assumption. In the study of Eli Pariser, the notion of filter bubble highlights the problem of the user’s privacy and identity, as an agent who is isolated in his/her choices. Filter bubbles, created on the basis of search algorithms, thus offer an opportunity to revisit the traditional classical antinomy between Science and Law – today between Artificial Intelligence and Law – and to explore new contents of Identity. The new notion of digital identity stems from the EU GDPR and from the practice of customer profiling, which is a filter bubble of sorts. The paper addresses the general problem of finding new remedies. Consent and compensation for damages are no longer appropriate to solve the problems related to digital identity.