New patents held by Facebook parent company Meta Platforms have given us an utterly predictable and bleak glimpse of Our Zucked Future. The concepts suggest that once its shared virtual space Horizon Worlds has reached its full potential, users’ facial expressions and other biological processes could be tracked and cataloged to make in-world advertising more effective. We should expect nothing less from a company whose main product is, in essence, mind control.
These tools would allow Meta to track your moods and reactions and alter your metaverse experience to elicit the responses that best serve its business model. In the current version of the Facebook app, the desired response is broadly “engagement” – that is, reading, clicking, buying or otherwise interacting with a piece of content.
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