Internet entrepreneur Jay Adelson's collaborative filtering keynote discusses how the online experience has evolved since its earliest stages. The data entering the world wide web used to be much more shallow than it is today. The willingness of younger generations to give up personal information is at a level that no one would be able to predict. The notion of privacy itself has entirely transformed.
While this results in a much more connected world, it also enables collaborative filtering to develop tailored experiences for web users based on their preferences and interests. Instead of having to seek out information and answers, collaborative filtering brings it directly to the user, complete with suggestions and recommendations.
The future of collaborative filtering can be defined as a period of hyper-personalization.