Information commissioner warns firms over ‘emotional analysis’ technologies

Companies ‘should not make meaningful decisions based on technology not backed by science’

The information commissioner has warned companies to steer clear of “emotional analysis” technologies or face fines, because of the “pseudoscientific” nature of the field.

It’s the first time the regulator has issued a blanket warning on the ineffectiveness of a new technology, said Stephen Bonner, the deputy commissioner, but one that is justified by the harm that could be caused if companies made meaningful decisions based on meaningless data.

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