Researchers have found that, based on enough Facebook Likes, computers can judge your personality traits better than your friends, family and even your partner. Using a new algorithm, researchers have calculated the average number of Likes artificial intelligence (AI) needs to draw personality inferences about you as accurately as your partner or parents.
Research shows that intimate personal attributes can be predicted with high levels of accuracy from ‘traces’ left by seemingly innocuous digital behaviour, in this case Facebook Likes. The study raises important questions about personalised marketing and online privacy.
A panel discussion for the Festival of Ideas examines whether social media giants are profiting from our willingness to share the most intimate details of our lives online, and whether we should be worried by this compromise to our privacy.
Cambridge researchers have created a website that combines the Facebook profiles of fans of companies and public figures with personality testing to create what they are describing as a “revolutionary” new marketing tool.
© 2024 University of Cambridge