Technology

Computers can now predict our preferences directly from our brain

Technology

Computers can now predict our preferences directly from our brain

A research team from the University of Copenhagen and University of Helsinki demonstrates it is possible to predict individual preferences based on how a person's brain responses match up to others. This could potentially be used to provide individually-tailored media content—and perhaps even to enlighten us about ourselves. We have become accustomed to online algorithms trying to guess our preferences for everything from movies and music to news and shopping.

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