In our brave new world, Amazon has turned everyone into an author, blogging makes anyone a journalist and YouTube has created thousands of film-makers. The publishing houses, record labels and newsrooms are no longer gatekeepers.
Search engines, Watkins says, can answer questions but they can’t work out what exactly people are asking.
This creates a world, Watkins says, where curators are valuable. Find someone whose ideas and interests chime with your own if you want meaningful, quality content. Curators will see what machines and algorithms miss.
But curation has its limits too, Watkins argues. There are many of them – how can you find the time to read about all of them so you can work out who’s curating relevant information for you?
Curators and algorithms must work together to make discovery easier. If you are a consumer, you have tonnes of content to wade through. And if you are a brand, how do you ensure that curation works in your favour?