La máquina que te lee antes de que tú decidas
Descripción del Episodio
En 2012, Facebook manipuló el estado emocional de 689.003 personas sin informarlas. Lo publicó en una de las revistas científicas más prestigiosas del mundo. No como escándalo: como paper de investigación. Ese experimento no fue una excepción. Fue el punto de partida de un modelo de negocio. Las plataformas no te venden publicidad: venden tu atención. Y para capturarla necesitan saber qué contenido, con qué carga emocional y en qué momento exacto te mantiene dentro más tiempo. El perfilado psicológico es la herramienta de ese procesamiento. En 2013, Michal Kosinski demostró con datos de 58.000 usuarios que con solo 150 "me gusta" un algoritmo predice tu personalidad mejor que un familiar cercano. Con 300, mejor que tu pareja. Eso era 2013, con los modelos de entonces. Desde entonces las plataformas han acumulado quince años más de datos y un nivel de granularidad que incluye velocidad de scroll, tiempo de pausa sobre una imagen y comportamiento antes de que hayas decidido reaccionar. La respuesta regulatoria, el AI Act, la DSA, el Chat Control, el euro digital, promete protegerte de todo esto. Lo que en realidad hace es darle al Estado las mismas herramientas que le reprocha a Silicon Valley. Con una diferencia: de Meta puedes darte de baja. La pregunta que queda sin responder es cuándo dejamos de llamar protección a lo que también es vigilancia.
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