Big Data and (the New?) Reality

The management of enormous volumes of data, cloud computing technologies, the Internet of Things and all the smart devices we use are strongly related to the Big Data phenomenon. Due to the massive digitalization performed in recent years, almost everything, every action and every relationship is digital, transformed into data that can be analyzed and then turned into valuable information. Some of the great benefits of these processes relate to predictive analytics or various studies to understand social and cultural dynamics, aspects which have been successfully exploited by large companies such as Amazon, Google, Microsoft, or Netflix. This article examines Big Data analysis and discusses some challenges that arise from the integration of Artificial Intelligence (AI) in this process. In this digital decade, the influence of Big Data on our understanding of the real world is becoming a key factor. The article also highlights some of the concerns researchers have about the role and the use of AI and the algorithms behind AI in certain contexts. The contribution concludes with a reflection on how data processing, in this digital decade, could affect the way in which we relate to reality. Will it expand our knowledge of the real world, or will it increase our immersion in the digital world?