Subjective context awareness: machines that understand personal accounts, feelings, and emotions

Abstract: In this work, we argue that context awareness can and should move toward more subjective and personal accounts of entities. We thus define subjective context to augment the objective context, currently in the focus of context-awareness researchers. We then engage the technologies required and the business challenges and opportunities related to subjective context awareness. We argue that the current developments in machine learning and data collection can help us to achieve subjective context awareness. We also suggest that, business-wise, the added value to consumers can become a significant competitive benefit. We end by discussing the social implications of subjective context awareness, such as the implications it has for self-understanding and concepts such as truth.