SKU-Market: a satirical lens on algorithmic bias through art-science collaboration
Commissioned by Science Gallery Dublin and created in partnership with ADAPT, SKU-Market features at UNAM's Aleph Festival in collaboration with Science Gallery Monterrey
Laura Allcorn and Jennifer Edmond, SKU-Market, 2022. Installation view in Science Gallery Dublin’s BIAS (Freddie Stevens, 2022)
In today’s hyper-connected world, our digital footprints stretch far and wide. Every click, swipe, or purchase leaves behind a trail of data eagerly collected and analysed by companies and online platforms. This wealth of personal information fuels what is known as ‘computational capitalism’, where algorithms sift through vast datasets to construct elaborate profiles of individuals, comparing and categorising them alongside millions of others. Against this backdrop of constant scrutiny and targeted advertising, SKU-Market, a collaborative project by artist Laura Allcorn and Trinity College Dublin researcher Jennifer Edmond, offers a satirical and critical look at the evolving dynamics of our data-driven society.
As part of Science Gallery Dublin’s BIAS exhibition, the artist and researcher were invited to contribute to the exploration of data equity, privacy, and surveillance culture. Allcorn, known for her witty and thought-provoking installations that challenge assumptions about technology, found a perfect collaborator in Edmond, an Associate Professor of Digital Humanities at Trinity College Dublin and investigator at the ADAPT Centre, whose expertise in applying humanities insight to societal challenges arising from information technologies complemented Allcorn's creative vision.
“Science Gallery helped us to see how sympathetic our visions were, not just of where technologies were taking us but of how we could help people feel more empowered in the face of them”
At the heart of the installation lies a bustling simulated market, inviting visitors to engage in a unique quest: select five items that ‘give them life’. These products, adorned with mainstream trends in commercial branding—bursting with vibrant colours and sleek typography—line the shelves, offering a diverse array of choices. From bottles of rosé wine to rolls of bamboo toilet paper, from virtual reality headsets to t-shirts advocating equal rights, the selection mirrors the spectrum of consumer desires and societal aspirations.
“The excitement of working together is how complementary our bases of knowledge and experience are. We created something that starts with science but also brings together humour and a basis of shared experience, all without losing the subtlety of expert insight.”
However, these seemingly innocuous decisions undergo thorough ‘analysis’ by the SKU-Market algorithm. As ‘buyers’ progress to the Self-Checkout, they receive a printed SKU receipt– a seemingly detailed profile of their identity, distilled from the sum of their purchases. This description often surprises, as it might diverge sharply from one's self-perception. Allcorn and Edmond pose a poignant question to visitors engaging with their work: ‘Who does an algorithm think you are?’
Through its interactive experience, SKU-Market highlights how digital platforms exploit and reinforce biases through algorithmic profiling. By satirising the shopping experience, Allcorn and Edmon shed light on the intricate web of data collection and analysis that underpins modern consumerism. The installation invites participants to confront the implications of the algorithms that shape their online experiences and reflect on how their behaviours are commodified by corporations.
“As an academic researcher, I have never been formally taught how to reach out to non-academic audiences. By working in collaboration with Laura, I can say that I am using my work not just to advance knowledge, but to make a difference in how people might think and ultimately act towards technology in their lives.”
For over a decade, the Science Gallery Network has been at the forefront of cultivating innovative collaborations between artists and scientists to tackle our most pressing contemporary issues. SKU-Market epitomizes this dedication by seamlessly blending artistic vision with the research insights of Trinity College Dublin. This international partnership, facilitated by Science Gallery Dublin and Monterrey, in conjunction with UNAM's Aleph Festival and the Irish Embassy in Mexico, empowers SKU-Market to ignite critical dialogue and reflection on algorithmic bias within the Mexican audience.
SKU-Market was commissioned by Science Gallery Dublin and created with ADAPT, the Science Foundation Ireland Research Centre for AI Driven Digital Content Technology. This presentation at Festival Aleph was made in collaboration with Science Gallery Monterrey at Tecnológico de Monterrey, the Science Gallery International Network, and the Irish Embassy in Mexico.
Compiled by: Ana Prendes, Science Gallery International, 2024.
Image credits:
Jennifer Edmond and Laura Allcorn during the opening of the Festival Aleph at UNAM’s Palacio de la Autonomía (2024). Photo: Caxapa Film Lab. Courtesy of Palacio de la Autonomía.
Laura Allcorn and Jennifer Edmond, SKU Market, 2022. Installation view in the Festival Aleph, 2024. Photos: Caxapa Film Lab. Courtesy of Palacio de la Autonomía.