|Artificial intelligence has been upgraded as it is now capable of reading emotions and adjust advertisements / Photo by: Jakub Jirsak via 123RF|
Your digital footprint can now help advertisers provide more personal advertisements based on what you like, taking the cue from social media apps like Facebook, Twitter, or even Google.
According to Gadgets Now, this kind of technology is also able to get a read on a person’s personality type, and draw conclusions based on a person’s behavior online. What does AI reading a person’s personality really mean? And how does that even work?
As stated in the article, AI can source their conclusion from a user’s digital footprint, which can help advertisers be more aware of which products to sell to you based on the way you have previously reacted to them. For instance, brands can now look for information to show you adds that they know for a fact can trigger emotional responses and even shape “impressions of products or brands.”
At this point, advertisers know that there has been a tidal shift between what an advertisement, or, by extension, a brand could be. Initially, brands were what they make themselves to be; but now, brands follow the lead of influences or just people in general on social media, which could mean good and bad of course.
Whether it’s one of that or none of it, Sandra Matz, assistant professor at Columbia Business School, said that companies just didn’t want the tech to accommodate ads on social media platforms without due consideration to simple facts about their potential buyers, such as the simple question of if the person is more adventurous or more conservative.
To back up this claim, Matz and her team had 745 participants become part of the project, during which the researchers examined the reactions of people to seeing “different hues, saturation, color diversity, number of people” and co-related that with the personality traits that were handed to them after the first phase.
What they came away with was that extroverted people tend to go for simpler images which had people on them; more open-minded people like moody, cool dark colors on their ads; and neurotic people preferred “minimally stimulating scenes”.