The Cached experience takes a physical approach to personal digital data. The project engages with the repercussions of our individual online presence. Every click, like, and search we make is cached, used to create a digital model of each of us to learn as much as possible. The Cached experience will give you a glimpse at how computers have learned to view us and the assumptions they make. Using IBM Watson and Cambridge Apply Magic Sauce, your social media personality is analysed and interpreted.
Subsequently, the algorithm generates a psychological profile that describes your personality, behaviours, and predilections. This information takes the form of an immersive narrative accompanied by an audiovisual experience, to illustrate just how your activities online contribute to the way in which machines see you. Based on the way you write, the Cached installation presents you with a customised narrative exploring your character traits, interests and consumer preferences.
Psychographic algorithms often resemble a blend between digital psychologists and oracles. Based on Jungian personality models and correlations between character traits, they will draw assumptions around what kind of person and consumer you might be. The analysis of this sort might not be as accurate as quantitative data on clicks, GPS points or biometrics. Nevertheless, the very idea that we are analysed as social beings rather than quantitative datasets raises the data privacy discourse to a new level.
The Cached Collective is an international group of creatives of diverse backgrounds, who are dedicated to exploring how technology influences our individual lived realities. Because of the impenetrable way that modern technology functions, we strive to design impactful experiences that can be easily understood by a wide audience. We make the intangible tangible. Our experiential inquiries delve into data, algorithmic complexity, and obscure infrastructure, especially focusing on how these affect the individual.
The Cached Collective first met during a social innovation residency in the South of France, the Hive.
Clément Bouttier, Ryan Dzelzkalns, Jon Flint, Vytas Jankauskas, Joana Mateus, Aline Martinez, Felipe de Souza