Saturday, August 12, 2017

article: Why Brands Need to Understand Personalities in Order to Leverage AI’s Potential

"The trouble is it’s hard for scientists—much less marketers—to understand what makes a person … well, a personality.  "

AI, former eHarmony's Chief Scientist and PsyML (machine learning and big data)

Please DO NOT mistake  "artificial intelligence" with a proposal like a Personality Based Recommender System.

Contradictory information from eHarmony and PROOF of FRAUD from the papers they had published using the OBSOLETE NORMATIVE PERSONALITY TEST BIG FIVE.

Proof eHarmony is intoxicated with "Big Data Analysis"
Another FRAUD from eHarmony "What are the odds of love? Rachel Riley reveals all"  

Finally the perfect dating algorithm? Of course NOT, Big Five test is OBSOLETE.

Personality Based Recommender Systems are the next generation of recommender systems because they perform far better than Behavioural ones (past actions and pattern of personal preferences)

That is the only way to improve recommender systems, to include the personality traits of their users.  

They need to calculate personality similarity between users but there are different formulas to calculate similarity.

In case you did not notice, recommender systems are morphing to compatibility matching engines, as the same used in the Online Dating Industry for years, with low success rates until now because they mostly use the Big Five model to assess personality and the Pearson correlation coefficient to calculate similarity.
Please remember: Personality traits are highly stable in persons over 25 years old to 45 years old. 

The 3 milestone discoveries of the 2001 - 2010 decade for Theories of Romantic Relationships Development are:

I) Several studies showing contraceptive pills users make different mate choices, on average, compared to non-users.
"Only short-term but not long-term partner preferences tend to vary with the menstrual cycle"

II) People often report partner preferences that are not compatible with their choices in real life. (Behavioural recommender systems or other system that learns your preferences are useless)

III) What is important in attracting people to one another may not be important in making couples happy.
Compatibility is all about a high level on personality similarity between prospective mates for long term mating with commitment, and not meet other people with similar interests or political views.

Which is the RIGHT approach to innovate in the Personality Based Recommender Systems Arena?
The same approach to innovate in the Online Dating Industry == 16PF5 test or similar to assess personality traits and a new method to calculate similarity between quantized patterns.
Online Dating sites have very big databases, in the range of 20,000,000 (twenty million) profiles, so the Big Five model or the HEXACO model are not enough for predictive purposes. That is why I suggest the 16PF5 test instead and another method to calculate similarity.

High precision in matching algorithms is precisely the key to open the door and leave the infancy of compatibility testing.

Without offering the NORMATIVE 16PF5 (or similar test measuring exactly the 16 personality factors) for serious dating, it will be impossible to innovate and revolutionize the Online Dating Industry.

The Online Dating Industry does not need a 10% improvement, a 50% improvement or a 100% improvement. It does need "a 100 times better improvement"

All other proposals are NOISE and perform as placebo

The 8 tips to innovate in the Online Dating Industry! 

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