Beyond the Horizon: Crafting User Experiences in Satellite Imaging at Maxar Technologies; Unraveling the Web of AI Advertising: Exploring Socio-Technical Dynamics in the Digital Age

Author: ORCID icon
Page, Hayden, School of Engineering and Applied Science, University of Virginia
Earle, Joshua, Engineering and Society, University of Virginia
Morrison, Briana, EN-Comp Science Dept, University of Virginia

During my internship at Maxar Technologies, I played a pivotal role in the UI/UX development of the LAIKA project, a visualization tool vital to both public and private sector clients. Through rigorous research and collaboration, I tackled the challenge of utilizing Vue.js for enhancing LAIKA's usability and functionality. My primary achievement was conceptualizing and implementing the "Cislunar" page, empowering users to plan and visualize missions across space and launch sites. Collaboration was integral to our success, with daily stand-up meetings fostering an environment of collective problem-solving.
The LAIKA project's key components encompassed a user-friendly UI, robust backend infrastructure, and efficient data storage and processing. The challenges I faced while implementing this included UI design complexity and managing large volumes of satellite imagery data. My solutions for this involved iterative design processes, responsive design principles, and scalable data storage solutions.
The results of the LAIKA project were significant, enhancing user experience, improving system performance, and driving cost and time savings for Maxar and its clients. This success highlights the transformative potential of cross-disciplinary collaboration and innovation in satellite imaging technology.
On a personal level, my internship experience deepened my understanding of satellite imaging technologies and honed my technical skills. Looking ahead, integrating advanced analytical tools like machine learning, expanding collaborative features, and broadening data sources hold promise for my future development into the field of computer science. My internship at Maxar Technologies has been instrumental in my professional development, fueling my commitment to lifelong learning and innovation in the evolving landscape of technology and data science.

In my STS thesis, I explore where artificial intelligence intersects with marketing and advertising. AI advertising algorithms, powered by machine learning and data analysis, have become instrumental in optimizing and tailoring online advertisements. My research aims to unravel the workings of these algorithms and their impacts on both society and technology. Using Actor-Network Theory, I put the relationships between the various human and non human actors within the advertising ecosystem. My overarching research question investigates the socio-technical dynamics and ethical implications of AI advertising algorithms. Ultimately, a shift towards more ethical and transparent practices in AI advertising is necessary for this ecosystem to survive.
AI advertising algorithms leverage data aggregation and predictive modeling to optimize targeted advertising campaigns, enhancing effectiveness and engagement in real-time. Marketing professionals act as mediators, collaborating with advertisers and technology experts to drive innovation and effectiveness within the advertising network. Consumers play active roles in shaping advertising dynamics through feedback and consumption behaviors, influencing the success of advertising strategies. Non-human actors, such as AI algorithms and data analytics systems, facilitate ad placement and campaign optimization, contributing to the efficiency and evolution of the advertising ecosystem.
Gender bias and data privacy pose significant ethical challenges in AI advertising. Gender bias perpetuates stereotypes and inequalities, driven by biased training data and algorithm implementation criteria. Preventing these kinds of biases requires diverse teams, ethical standards integration, and critical data examination. Data privacy risks breaches and exploitation, demanding transparency, accountability, and user empowerment. Prioritizing ethical practices fosters trust and upholds privacy rights in advertising.
Meta's Instagram advertising algorithm is a prime example of AI in social media advertising, delivering targeted ads based on user data. Fouquaert and Mechant's study explores users' awareness and attitudes towards Instagram's algorithm, highlighting the "Algorithm Paradox." Awareness raises concerns, but understanding algorithms' capabilities does not significantly increase them. Visual feedback tools like Instawareness enhance media literacy and critical attitudes, crucial for addressing negative effects like filter bubbles. Transparency and ethical considerations in algorithm design are essential for empowering users and maintaining trust.
AI advertising algorithms greatly impact society, shaping consumer behavior and ethical considerations in digital advertising. Addressing concerns like gender biases and privacy breaches requires greater transparency and user empowerment. Current practices for addressing these issues fall short, needing reevaluation of regulatory frameworks to align with our social values. Future efforts should prioritize algorithmic transparency and user data control to foster an inclusive and ethical advertising environment. Ultimately, a paradigm shift is needed to prioritize ethics, transparency, and user empowerment in AI advertising.

BS (Bachelor of Science)
Algorithm, AI, Advertising

School of Engineering and Applied Science

Bachelor of Science in Computer Science

Technical Advisor: Brianna Morrison

STS Advisor: Joshua Earle

Technical Team Members: Hayden Page

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