The advent of the era of big data has brought extensive and profound impact on mankind. The characteristics of large volume, high speed, diversity, and accuracy of big data are leading profound changes of human society. However, with the unprecedented development and utilization of big data technology, many disadvantages have gradually emerged. People's information privacy is fully exposed under the data analysis technology, the ''Matthew Effect'' caused by the unfair risks contained in the relationship among the providers, collectors and users of data wealth gradually emerges as well as the understanding limitations of the big data analysis model brought to people are potential technical and ethical risks. How to get out of the shadow of technology and make technology can better serve human beings important answers that we urgently need to explore.