Is there really a data-driven science that enables us to predict and change human behavior?Mind Masters author and Columbia Business School professor Sandra Matz certainly is a believer. But I wonder whether Matz’s observations about psychological targeting and data analysis through large language models represent anything fundamentally new or original. I’m also not convinced of her glib take on mental health applications. In contrast with Matz, I fear that AI-driven mental health monitoring could exacerbate rather than solve existing cultural problems. My advice: don’t trust people who call themselves “data scientists”. The data lies as much as humans. It’s how we use and abuse it that matters.

Sandra Matz is the David W. Zalaznick Associate Professor of Business at Columbia Business School in New York. As a computational social scientist, she studies human behavior and preferences using a combination of Big Data analytics and traditional experimental methods. Her research aims to understand how psychological characteristics influence real-life outcomes in a number of business-related domains (e.g. financial well-being, consumer satisfaction or team performance), with the goal of helping businesses and individuals to make better decisions. She was named as one of the Poets & Quants 40 under 40 Business School Professors in 2021.

Named as one of the "100 most connected men" by GQ magazine, Andrew Keen is amongst the world's best known broadcasters and commentators. In addition to presenting KEEN ON, he is the host of the long-running How To Fix Democracy show. He is also the author of four prescient books about digital technology: CULT OF THE AMATEUR, DIGITAL VERTIGO, THE INTERNET IS NOT THE ANSWER and HOW TO FIX THE FUTURE. Andrew lives in San Francisco, is married to Cassandra Knight, Google's VP of Litigation & Discovery, and has two grown children.

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