Cambridge Analytica Under A New Name

Unsurprisingly the data scientists behind Cambridge Analytica don’t want you to know about that part of their professional history.

Remember Cambridge Analytica, the data collecting and collating firm that many have blamed for swaying the US election of Trump and the UK vote for Brexit by allowing platforms to target political ads to susceptible users? 

The company's data scientists know you remember it, which is why they don't advertise it as part of their professional history. It's markedly absent from the LinkedIn profiles of two of those scientists, Tadas Jucikas and Brent Clickard.

And yet it can only be called relevant experience for what Jucikas and Clickard are up to now. The two are “quietly builiding a new, and similar behavioral analysis firm,” called Genus AI, according to this Buzzfeed piece.

According to the website for Genus AI, its goal is “harnessing the power of AI for consumer outreach and communications.” Sound familiar?

The intersection of data collection and psychological analysis has proven a disturbing tool, whether or not it’s as effective as many believe it to be. But one thing it is: lucrative. No wonder a similar project may be continuing under a different name.