Predicting Personality

Chapter FourteenA GPS FOR COMMUNICATING WITH PEOPLE

Before we get into the details of understanding customers and personalizing our communication for them, it's important to understand the “AI” part of Personality AI at a base level.

AI, or artificial intelligence, is a very broad term that frequently gets thrown around boardrooms, living rooms, and tech conferences without many specifics. It's an easy basket to throw buzzwords into—like “big data,” “machine learning,” “natural language processing,” “voice recognition,” or “predictive analytics.” Too often, it's used as a way to fudge over some poor CTO's missing details in a PowerPoint presentation.

For our purposes, we are going with Andreas Kaplan's definition:¹

• Artificial Intelligence (AI)—defined as a system's ability to correctly interpret external data, to learn from such data, and to use those learnings to achieve specific goals and tasks …

AI has widespread applications. It powers Facebook's photo-tagging facial recognition,² Tesla's self-driving autopilot system,³ Netflix's content recommendation engine,⁴ and thousands of other products that are already impacting your life. Personality AI is an extremely targeted use of this technology to understand how specific people are likely to behave, communicate, and respond to external forces.

We have been using the Personality Map as our guide to understand behavior in a structured way and confidently navigate relationships. Personality AI is the GPS system to the Personality ...