The Unbearable Lightness of Data Sharing.

A bi-weekly series of thoughts and interviews about the future of society in the era of data, algorithms and digital platforms.

Riccardo Zanardelli
3 min readNov 16, 2018


The digital space is not an abstraction. By using services and websites everyday, we feed the infosphere with enormous amounts of data and this data is about us.

This isn’t necessarily bad or good: it’s simply the result of choices made long time ago, when things couldn’t be any different.

The “free + ads” formula has been usefully inevitable, we have to accept this fact and move forward. Successful platforms scaled by giving free access to services with everything pivoting on data sharing, from operations to monetization. For us, this has been an easy choice.

However, with data progressively becoming a crucial individual and collective asset, the price of data sharing might soon be unbearable.

Before this happens, we need to imagine new options. Tim Berners-Lee just proposed a bold one, but we can all contribute. We have to define our own expectations from the data driven economy and what will be our next individual choice.

The so-called “Internet 2.0” is close to an end, but we need to move forward with a clear intent. We cannot make other easy choices, no more.

This bi-weekly series will investigate several areas of the data driven potential, with the help of prominent digital thinkers and friends.

The 1st episode will be titled “Service is Coding” and it is planned for 01/12. I will conversate with Ville Tolvanen, CEO of Digitalist Group, about the potential of data in an increasingly service-dominant scenario.

In the meanwhile, please remember: data isn’t the new oil. Oil is consumed by an engine that runs, but data isn’t consumed by algorithms.

Algorithms can enrich data, but this topic will deserve a full episode.



Riccardo is Beretta’s Digital Business Development Manager. Graduated in Engineering, he has served in various marketing roles before focusing on business transformation and digital platforms since 2016. In the last decade, he has developed a personal interest in exploring the potential of computational privacy/trust towards a more effective and sustainable data driven society. With the aim of contributing to a wide and open conversation about MIT’s OPAL project, he published “The end of Personalinvasion” (2019) and “OPAL and Code-Contract: a model of responsible and efficient data ownership for citizens and business” (2018). He is a member of the advisory board of “Quota 8000 — Service Innovation Hub” at TEH Ambrosetti. Since 2000 he experiments with digital art as an independent researcher. Some of his projects have been acquired from the permanent ArtBase collection of — NY (2002) and exhibited at the Montreal Biennial of Contemporary Art (2004), as well as at Interface Monthly (London, 2016, by The Trampery and Barbican). In 2015, he released FAC3, one of the first artworks in the world to use artificial intelligence. He is married and father of two. Want to drop a line? → riccardo [d ot) zanardelli {at} gmail [ do t} com



Riccardo Zanardelli

Digital Platforms @ Beretta | PhD student in Statistics & Data Science @ AEM, UNIBS | Engineer | Only personal opinions here | Code is Law (cit.)