Researchers have developed an online questionnaire which measures a range of personality traits to identify individuals who are more likely to fall victim to internet scams and other forms of cybercrime.
Researchers are using social media data to build a picture of the personalities of millions, changing core ideas of how psychological profiling works. They say it could revolutionise employment and commerce, but the work must be done transparently.
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.