Made to Measure
MADE TO MEASURE is an experimental documentary and interactive web experience exploring how tech companies use personal data to analyse and predict human behaviour. Based solely on data collected by Google, the artist collective Laokoon created a real-life “double” of one participant, performed by an actress who reconstructed the person’s habits, fears and personality traits from algorithmic analysis. Through reenactments and encounters between the original and her data-driven counterpart, the project reveals how deeply our digital traces allow algorithms to infer who we are.