A paper published in 2015 broke fresh ground again by announcing that the accuracy of the team’s computer predictions had equaled or outpaced that of human judges, both in the use of Facebook “likes” to assess personality traits based on the five-factor model and to predict “life outcomes” such as “life satisfaction,” “substance use,” or “depression.” The study made clear that the real breakthrough of the Facebook prediction research was the achievement of economies in the exploitation of these most-intimate behavioral depths with “automated, accurate, and cheap personality assessment tools” that effectively target a new class of “objects” once known as your “personality.”

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 858