In 2009, a designer at Google quit because the company was testing forty-one shades of blue. The machine was making decisions he used to make. And the uncomfortable part is that it was often right.
This is a short film about that machine — A/B testing, algorithmic optimization, and the world it’s building, where every choice can be measured, ranked, and beaten. A world that can tell you, with a number, exactly what would have worked better.
