Sophisticated, sometimes AI-enabled data analytics tools allow construction of individual personality profiles accurate enough to support targeted manipulation of individuals’ perceptions and actions. 

Analytics firm abused Facebook users' data to influence the presidential election

Last night Facebook announced bans against Cambridge Analytica, its parent company and several individuals for allegedly sharing and keeping data that they had promised to delete. This data reportedly included information siphoned from hundreds of thousands of Amazon Mechanical Turkers who were paid to use a “personality prediction app” that collected data from them and also anyone they were friends with — about 50 million accounts. That data reportedly turned into information used by the likes of Robert Mercer, Steve Bannon and the Donald Trump campaign for social media messaging and “micro-targeting” individuals based on shared characteristics.

 

https://www.engadget.com/2018/03/17/facebook-cambridge-analytica-data-analysis-chris-wylie/?sr_source=Facebook