THE INTERNET IS an ocean of algorithms trying to tell you what to do. YouTube and Netflix proffer videos they calculate you’ll watch. Facebook and Twitter filter and reorganize posts from your connections, avowedly in your interest—but also in their own.
New York entrepreneur Brian Whitman helped create such a system. He sold a music analytics startup called The Echo Nest to Spotify in 2014, bolstering the streaming music service’s ability to recommend new songs from a person’s past listening. Whitman says he saw clear evidence of algorithms’ value at Spotify. But he founded his current startup, Canopy, after becoming fearful of their downsides.