But it’s kind of true.
I recently finished reading Homo Deus: A Brief History of Tomorrow by Yuval Noah Harari, which imagines what the lives of our children, grandchildren, and beyond will be like and how technology will affect them.
We generate copious amounts of data each day and give our personal electronic devices and social networks almost unfettered access to all of it. Everything from how long we sleep, how often we exercise, where we go each day to the types of songs, movies and books we like.
There was one passage from the book that I found both amazing and frightening:
A recent study commissioned by Google’s nemesis – Facebook – has indicated that already today the Facebook algorithm is a better judge of human personalities and dispositions than even people’s friends, parents and spouses. The study was conducted on 86,220 volunteers who have a Facebook account and who completed a hundred-item personality questionnaire.
The Facebook algorithm predicted the volunteers’ answers based on monitoring their Facebook Likes – which webpages, images and clips they tagged with the Like button. The more Likes, the more accurate the predictions. The algorithm’s predictions were compared with those of work colleagues, friends, family members and spouses.
Amazingly, the algorithm needed a set of only ten Likes in order to outperform the predictions of work colleagues. It needed seventy Likes to outperform friends, 150 Likes to outperform family members and 300 Likes to outperform spouses. In other words, if you happen to have clicked 300 Likes on your Facebook account, the Facebook algorithm can predict your opinions and desires better than your husband or wife!
This is one of the main reasons why both Google and Facebook have some of the largest (and most effective) advertising networks on the internet.
They fundamentally know who you are and what you like and know us better than we know ourselves.
Indeed, in some fields the Facebook algorithm did better than the person themself. Participants were asked to evaluate things such as their level of substance use or the size of their social networks. Their judgements were less accurate than those of the algorithm.
Excerpts from “Homo Deus: A Brief History of Tomorrow” by Yuval Noah Harari.