Time for some horseshoe theory. Right-wing surveillance oligarchy has looped all the way back around to left-wing central economic planning.

Cory Doctorow sums up some recent news from Meta, in Pluralistic: Mark Zuckerberg announces mind-control ray (again). Zuck has finally described how he’s going to turn AI’s terrible economics around: he’s going to ask AI to design his advertisers’ campaigns, and these will be so devastatingly effective that advertisers will pay a huge premium to advertise on Meta.

Or, as Nilay Patel at The Verge put it, Mark Zuckerberg just declared war on the entire advertising industry. What Mark is describing here is a vision where a client comes to Meta and says I want customers for my product, and Meta does everything else. It generates photos and videos of those products using AI, writes copy about those products with AI, assembles that into an infinite number of ads with AI, targets those ads to all the people on its platforms with AI, measures which ads perform best and iterates on them with AI, and then has those customers buy the actual products on its platforms using its systems.

But the mind-control ray story, if true, would affect more companies, and functions within companies, than just advertising. Myles Younger writes, Zuck Says AI Will Make Advertising So Good Its Share of GDP Will Grow. Is That Really Possible? In the Meta version of the future, somehow the advertising share of the economy grows to include media, sales, and customer service. And a business that wants to sell a product or service would be able to change the number of units sold with one setting—the amount of money sent to Meta. That means the marketing department within the business can also be dramatically reduced. Or do you even need a marketing department when the one decision it has to make is how much money to send to Meta to move how many units? That could be handled as part of some other job.

TheZvi, in Zuckerberg’s Dystopian AI Vision, writes,

When asked what he wants to use AI for, Zuckerberg’s primary answer is advertising, in particular an ultimate black box where you ask for a business outcome and the AI does what it takes to make that outcome happen. I leave all the do not want and misalignment maximalist goal out of what you are literally calling a black box, film at 11 if you need to watch it again and general dystopian nightmare details as an exercise to the reader.

Such rightsizing, much futuristic! But wait a minute, this has been done. Centrally planned economies are already a thing, and have had well-known challenges for a while. On paper, the central planers decide up front how much of each product or service will be produced and consumed, but in reality the system ends up with everyone faking their numbers and participants ending up generally worse-off than they would have in a market that’s kept fair and honest by norms and laws, but where decisions get made bottom-up. For surveillance capitalism, that’s already happening. A majority of US teens have lost trust in Big Tech, and advertisers are starting to walk away from platforms’ AI solutions that once promised them everything. The top-down AI-driven social media story is less of a nightmare and more just more slop. More: the coming de-enshittification boom