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With the increasing digitization of the world of markets, the most mundane consumer activities are producing a large amount of data. For socio-economic actors, these big data are considered as tools for managing the future, leading them to equip themselves with an arsenal of machines whose function is to produce economic futures. In this article, we propose to examine how these machines are involved in the establishment of a new culture of the future that is at the crossroads of the logics of prediction and forecasting.