Tech giants promised “ambient computing.” We got digital billboards instead.

Tech companies promised an ambient computing future with technology fading into the background. Instead, screens on devices like smart refrigerators and Amazon Echo Shows are now displaying unwanted advertisements. Amazon also shows sponsored screensavers on Fire TV, and Tesla promoted a Disney movie on car dashboards. This reality contrasts with the idealistic vision of ubiquitous computing, initially conceived at Xerox PARC. Tech companies began pursuing this vision in the 2010s with advancements in processors and connectivity. Companies like Microsoft and Samsung envisioned seamless integration of screens into everyday life. Google and Amazon embraced the term "ambient computing," promising technology that fades away when not needed. However, the companies' revenue models clash with this utopia, leading to the proliferation of ads. Users have little control over these screens, which function as cloud-controlled terminals. The lack of alternatives and the increasing integration of these screens raises concerns about digital billboards in homes and cars. Companies sold the idea of a digital utopia without explaining how it would be financed, and now the bill is coming due.