Transparency

Our methods have been peer-reviewed and published in open access journals since 2013, and new services that sound similar to Apply Magic Sauce API (AMS) are springing up every day. As this technology becomes more accessible and its impact increases, we would like to ensure that citizens have clarity on who we do and do not work with. We are therefore committed to keeping an up to date list of every organisation that we have authorised to use AMS. These users are advised to follow our ethical guidelines and are bound in our terms and conditions by the need to obtain the informed consent of individuals whose data is used for predictions. We encourage other providers of predictive technologies to honour the principles of control, transparency, benefit and relevance and publish a similar list of their own.

CitizenMe: in addition to partnering on a grant from Innovate UK to build a personal data exchange, we collaborate with CitizenMe to provide their users with psychological insights from their social media data. These insights are stored locally on the device and can be securely traded with third parties for reward.

Sid Lee/Stink Digital: we worked with creative agency Sid Lee Paris and production company Stink Digital Media to develop Predictive World, an interactive data visualisation that makes over 70 predictions about visitors using open data, scientific research and psychological profiles predicted by AMS. The site was developed to promote the launch of the Watchdogs 2 video game by Ubisoft, in which the protagonist is wrongly accused of committing a crime by a rogue cyber-system.

Grayling for Hilton Worldwide: we worked with PR agency Grayling Communications and designers FinerVision to develop three personalised Facebook apps for Hilton Hotels. These were called the Holiday Matchmaker, Hilton Explorer and Hilton Magic Moments. Users could share their Likes with AMS to receive instant feedback on their traveller type, ad copy tailored to their personality and personalised recommendations for travel destinations.

Keyrus: we have a group agreement with industry leaders Keyrus for use of AMS predictions, and are working towards developing more intelligent and sensitive analytics services for their clients.

Chemistry Group for SAP: AMS powers a job recommendation app built by Chemistry Group for SAP, called Perfect Match. Users receive recommendations of jobs they may be interested in based on their predicted personality, but no recruitment or other HR decisions are made on the basis of these predictions.

Graduate Management Admissions Council: we undertook a research project to investigate the impact of psychological fit on the wellbeing of business school students. Research participants could opt in to share their Facebook profile and this was compared against the predicted personality of the business school itself, using the language used in its external communications. Predictions are not used as part of any admissions processes.

Do-Not-Track: Critically acclaimed personalised documentary Do-Not-Track reported on our research in Episode 3 and used AMS for educational purposes in its satirical Illuminus app

DATA X: Data visualisation and Chrome extension Data Selfie helps users track themselves on Facebook and uses AMS to learn about personality inferences that can be made from their consumption.

Vanity Cask is a luxury beauty brand using AMS to develop a better understanding of their customers and deliver more personalised advertising for their products

Grupo Effort: Spanish HR company using AMS to develop personalised job recommendation app

Protegenie Technologies: Indian startup using AMS to develop personalised education and career advice service for graduates

Glickon: Italian startup used AMS between July 2014 and October 2015 to provide users of its app with psychological feedback

VisualDNA: explored whether AMS integration could enhance interactions in Youniverse, a personalised chatbot interface being developed between May 2014-15.

Oneoneday.com is an ad filtering platform using AMS to provide personalised ad delivery, psychological marketing and targeting with the user's permission and consent.

Donmar Warehouse, The Public Theater, Teatro de los Insurgentes: Provide predictions to theatre-goers during the performance of 'Privacy', a play written by James Graham.