The relentless march of artificial intelligence into the mainstream is being advertised with a perplexing lack of clarity. Driving south from San Francisco on Highway 101, one encounters a barrage of billboards pitching AI solutions – “automated testing compliance done without command shift,” “safer schools with instant visitors screening” – yet the target audience and practical applications remain frustratingly opaque, even to seasoned technology professionals.
“It is absolutely absurd,” says David Temkin, a Silicon Valley veteran. “Some of these ads are completely impenetrable. What are they even talking about? It raises questions about the intent behind this messaging.”
Temkin’s career spans decades of technological upheaval, witnessing the evolution of the tech industry from a specialized field to a pervasive global force. Arriving in the 1990s as a software engineer, he’s since founded multiple startups and held positions at industry giants like Apple, Google, and AOL. This extensive experience provides him with a uniquely informed perspective on the current state of affairs.
Recognizing a growing need for critical examination, Temkin co-founded In Formation, a satirical print magazine dedicated to dissecting Silicon Valley’s self-importance. Originally published in 1998 and 2000, the magazine has been resurrected, retaining its sharp wit while addressing contemporary issues like data privacy, artificial intelligence, and biotechnology. “We realized this moment demanded mockery, scrutiny, and a sideways look,” Temkin explains. “It’s simultaneously hilarious and slightly ominous.”
The Return of Satire: In Formation Re-emerges
The third issue of In Formation, released in August, is a substantial 150-page collection of articles, essays, comics, jokes, and deliberately misleading advertisements. The magazine’s reach has expanded through a new distribution deal with Barnes & Noble, making it available in over 500 stores nationwide for around $20.
In Formation’s enduring tagline – “Every day, computers are making people easier to use” – initially served as a clever commentary on Silicon Valley’s user experience (UX) obsession. Today, it resonates with an unsettling prescience, foreshadowing two decades of digital design’s impact on attention spans, beliefs, and behaviors, from the rise of social media to the current era of AI.
A Full-Circle Moment
The nationwide bookstore rollout marks a significant turning point for In Formation. In 1999, the first issue was pulled from CompUSA shelves, reportedly due to its incompatibility with the retailer’s “corporate image,” as reported by Wired magazine during the dot-com boom.
The tech landscape has undergone a dramatic transformation since the 1990s. Back then, the industry was a relatively niche community of “geeks building products,” with limited media coverage. The initial issues of In Formation proved remarkably prescient, addressing concerns about internet cookies, cellphone tracking, and the potential for cashless societies. Now, the question is whether the current issue will prove equally accurate in the decades to come. “We’re at a point where technology promises to fundamentally alter what it means to be human and what is real,” Temkin observes.
The magazine is structured around four thematic sections: “The Panopticon” explores data privacy, content moderation, and tech regulation; “Peak Valley” offers cultural commentary on topics like tech bro fashion, cryptocurrency, biohacking, and AI copyright; “Apocalypse Now-ish” delves into the existential anxieties surrounding AI, including hallucinations, consciousness, and AI-driven healthcare; and “Receding Reality” examines the blurring lines between the digital and physical worlds, encompassing the impact of smartphones, AI-generated romance, and social media addiction.
(Not) Drinking the Kool-Aid
Rather than relying on traditional advertising revenue, In Formation fills its pages with satirical advertisements. One ad mimics the ubiquitous cookie-consent banner. Another promotes “The Problematic,” a smart speaker resembling an Amazon Echo that corrects “problematic language.” A third ad for “Voyeur Vehicle Analytic Service” appears alongside an article detailing the extensive data collection practices of Toyota vehicles. A CVS-branded “Self-Censorship Test Kit” is also featured. The only genuine advertisement is for Espolòn tequila, appearing on the back cover.
Brian Maggi, a user-interface designer who contributed to early Apple products like the iMac and Newton during Steve Jobs’ tenure, designed the advertisements. He believes humor provides a fresh perspective on the flaws within the tech industry. “It’s important to remember that there are people on the inside who aren’t blindly accepting everything,” says Maggi, who has also co-founded several startups, adding that the magazine is filled with inside jokes for those in the know.
The magazine’s design draws inspiration from digital UX principles, employing elements like flow, discovery, and dwell time to enhance readability. Josh Kleiner, who led the design team, explains that they aimed to create a print experience that felt immersive and engaging. They incorporated unconventional design choices, such as overlapping text and images, and tracking sections based on page numbers and word counts. “We created grids that were clean enough to code on, then deliberately disrupted them,” Kleiner says. “We embraced a sense of playful chaos.”
Despite the team’s technical expertise, generative AI played a limited role in the magazine’s creation, primarily assisting with image editing. One notable exception was the use of AI to generate satirical “smackdowns” from ChatGPT, Claude, and Gemini, based on the magazine’s content.
A Frictionless World?
Temkin argues that Silicon Valley’s pursuit of frictionless technology has inadvertently led to addictive behaviors. While acknowledging the benefits of technology, he believes the current landscape represents a critical inflection point. He also criticizes the prevailing discourse surrounding technology’s harms, which he often finds unsophisticated or overly focused on the “corporate horse race” of AI development.
The latest issue features contributions from Jon Callas, a renowned cryptographer and privacy advocate who has held security leadership roles at Apple and the Electronic Frontier Foundation. Callas believes the future of technology will fall somewhere between utopian promises and dystopian fears. “It’s difficult to have a meaningful conversation about whether something is good or bad when considering extremes,” he says. “It’s like having one foot in boiling water and the other in ice water – on average, you’re comfortable.”
What role does satire play in holding the tech industry accountable? And how can we foster a more critical and informed public discourse about the implications of artificial intelligence?
Frequently Asked Questions About In Formation
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What is the primary focus of In Formation magazine?
In Formation is a satirical print magazine that critically examines Silicon Valley’s culture, innovations, and potential pitfalls, offering a unique perspective on the tech industry.
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How does In Formation differ from traditional tech journalism?
Unlike conventional tech reporting, In Formation employs satire and parody to expose the absurdities and contradictions within the tech world, providing a more provocative and thought-provoking analysis.
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What topics does the current issue of In Formation cover?
The latest issue delves into data privacy, AI ethics, the blurring lines between the digital and physical realms, and the cultural impact of technology, encompassing topics like cryptocurrency, biohacking, and social media addiction.
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Is In Formation solely focused on criticizing technology?
While critical, In Formation doesn’t dismiss the potential benefits of technology. It aims to foster a more nuanced understanding of its complexities and encourage responsible innovation.
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Where can I purchase a copy of In Formation magazine?
In Formation is available for purchase in over 500 Barnes & Noble stores nationwide and online through the magazine’s website.
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Disclaimer: This article provides commentary on current events and does not constitute professional advice. Readers should consult with qualified experts for specific guidance on legal, financial, or health-related matters.
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