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The talk will cover the research carried out by the author in the domain of psychologically-driven personalized systems. In order to be truly personalized a system needs to understand the user. Current systems employ data-driven models, such as recommendations based on past ratings, clicks or purchases. However, psychologically-grounded models appear to have potential for better personalized systems. The author will cover models of emotions and personality, the unobtrusive acquisition thereof through social media crawling, video processing and machine learning and their use in personalization algorithms.