This week in Miami at the Linux Foundation’s Apache: Big Data conference, a researcher from Cambridge University discussed project work that builds insights into people based on their social media profiles that, combined with data collected from their smart phones, has the ability to know you better than your friends do, better than your siblings, spouse or partner – maybe better than you know yourself. As for the persona you try to present to the outside world, it can pierce that with ease.

This raises the question: If we can do this in 2017, one can only imagine the psychometric implications AI and high performance data analytics hold for consumer advertising and political campaigns, to name two, in future decades.

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