More than you probably thought possible.
A recently released study shows that computer-based personality judgements are more accurate than those made by humans.
This study compares the accuracy of personality judgment—a ubiquitous and important social-cognitive activity—between computer models and humans. Using several criteria, we show that computers’ judgments of people’s personalities based on their digital footprints are more accurate and valid than judgments made by their close others or acquaintances (friends, family, spouse, colleagues, etc.). Our findings highlight that people’s personalities can be predicted automatically and without involving human social-cognitive skills.
By analyzing 150 of your “Likes” on Facebook, a computer can figure you out with more accuracy than your closest family members. Maybe it’s time to go back and see all the things you’ve chosen to “Like” on Facebook.
This is more important than it seems at first glance. You may think that it doesn’t matter what Facebook thinks about you. While that is debatable (and probably wrong), it’s what this data can be used against you for that is concerning.
Per a Newseek article about this study, one of the study’s authors talks about it:
…there are also dangers to having machines that can judge people’s personalities and emotional states, says Kosinski. “Like any other technology, this technology is morally neutral, but it can be used for a bad purpose,” he says. “For example, knowledge of psychological traits can help me exert influence over you.” The risk, he says, is that people will lose trust in cellphones and online environments, which is why he believes people should be given control over their own data and the authority to decide whether it will be shared with certain companies.
What you “Like” is only one aspect of the data that Facebook collects about you. It’s easy to overlook the fact that Facebook is watching and learning about you when you are not even using Facebook. Considering that millions of people don’t even know that Facebook is part of the Internet, this is quite profound.
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