Psychometric techniques and psychological prediction from digital footprints – especially social media data – is not only possible, but becoming ever more widespread. This technology offers tremendous opportunities to media organisations in improved experiences for readers, real–time personalisation, business model innovation and beyond, but it also poses serious risks if not implemented responsibly.

Vesselin will demonstrate how online psychometrics can benefit GEN’s community of editors-in-chief and discuss the broader implications of wielding technology that can profile millions of people in milliseconds.

The goal of this lecture is to strengthen the alliance between journalists and academics if we are to successfully contend with a world of botnets-for-hire, self-propagating disinformation channels and so-called ‘AI propaganda machines’.