Saturday, February 18, 2017

Wisdom Of The Week

Nix likes to boast that Analytica’s personality model has allowed it to create a personality profile for every adult in the U.S. -- 220 million of them, each with up to 5,000 data points. And those profiles are being continually updated and improved the more data you spew out online.

Albright also believes that your Facebook and Twitter posts are being collected and integrated back into Cambridge Analytica’s personality profiles. “Twitter and also Facebook are being used to collect a lot of responsive data because people are impassioned, they reply, they retweet, but they also include basically their entire argument and their entire background on this topic,” Albright explains.

Collecting massive quantities of data about voters’ personalities might seem unsettling, but it’s actually not what sets Cambridge Analytica apart. For Analytica and other companies like them, it’s what they do with that data that really matters.

“Your behavior is driven by your personality and actually the more you can understand about people’s personality as psychological drivers, the more you can actually start to really tap in to why and how they make their decisions,” Nix explained to Bloomberg’s Sasha Issenburg. “We call this behavioral microtargeting and this is really our secret sauce, if you like. This is what we’re bringing to America.”

The Rise of the Weaponized AI Propaganda Machine

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