Over the last decade, humans have produced each year as much data as were produced throughout the entire history of humankind. These data, in quantities that exceed current analytical capabilities, have been described as “the new oil,” an incomparable source of value. This is true for healthcare, as well. Conducting analyses of large, diverse, medical datasets promises the detection of previously unnoticed clinical correlations and new diagnostic or even therapeutic possibilities. However, using Big Data poses several problems, especially in terms of representing the uniqueness of each patient and expressing the differences between individuals, primarily gender and sex differences. The first two sections of the paper provide a definition of “Big Data” and illustrate the uses of Big Data in medicine. Subsequently, the paper explores the struggle to represent exhaustively the uniqueness of the patient through Big Data is highlighted prior to a deeper investigation of the digital representation of gender in personalized medicine. The final part of the paper put forward a series of recommendations for better approaching the complexity of gender in medical and clinical research involving Big Data for the creation or enhancement of personalized medicine services. Supplementary Information The online version contains supplementary material available at 10.1007/s00146-021-01234-9.

Purpose The purpose of this paper is to present the conceptual model of an innovative methodology (SAT) to assess the social acceptance of technology, especially focusing on artificial intelligence (AI)-based technology. Design/methodology/approach After a review of the literature, this paper presents the main lines by which SAT stands out from current methods, namely, a four-bubble approach and a mix of qualitative and quantitative techniques that offer assessments that look at technology as a socio-technical system. Each bubble determines the social variability of a cluster of values: User-Experience Acceptance, Social Disruptiveness, Value Impact and Trust. Findings The methodology is still in development, requiring further developments, specifications and validation. Accordingly, the findings of this paper refer to the realm of the research discussion, that is, highlighting the importance of preventively assessing and forecasting the acceptance of technology and building the best design strategies to boost sustainable and ethical technology adoption. Social implications Once SAT method will be validated, it could constitute a useful tool, with societal implications, for helping users, markets and institutions to appraise and determine the co-implications of technology and socio-cultural contexts. Originality/value New AI applications flood today’s users and markets, often without a clear understanding of risks and impacts. In the European context, regulations (EU AI Act) and rules (EU Ethics Guidelines for Trustworthy) try to fill this normative gap. The SAT method seeks to integrate the risk-based assessment of AI with an assessment of the perceptive-psychological and socio-behavioural aspects of its social acceptability.

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