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June 26, 2021 Saturday 01:00:39 PM IST

Computers Predict Preferences Directly from Brain

Teacher Insights

Presently, online algorithms are able to predict our preferences for movies or music based on our online behaviour. Now researchers from University of Copenhagen and University of Helsinki have advanced further and demonstrated how it is possible to predict individual preferences based on how a person’s brain responses matches upto others. By using an algorithm to match an individual’s pattern of brain responses with those of others, the researchers were able to predict a person’s attraction to a not-yet-seen face. The new research will not only serve advertisers but the Brain- Computer Interfacing as it is known, could become a tool for understanding oneself better.