Fast moving technology has minds spinning, especially today, when privacy issues have become a major concern and predictive technology and artificial intelligence machines have come into play. Members of the Silicon Valley Association of Realtors recently learned how this new technology can impact their business and their clients.
Predictive technology pertains to tools that can gather and analyze a person's data and forecast that person's likely behavior. At a recent Realtor meeting, Jim Pojda, a broker associate and vice president and regional director of Career Development at Alain Pinel Realtors, used Crystal as an example of software that can perform a search of everything about a person on the internet and develop a personality profile of that person. The more data about that person, the greater its accuracy confidence percentage. The software then recommends strategies for communicating with that person in different situations - whether speaking, emailing, or working with that person, and predicts how well one person can get along with another person.
Pojda said it is important for Realtors to be aware of the existence of this software because clients can use it to find out more about them. In much the same way, the software can be helpful for Realtors and other persons in business to learn more about a client and the best approach to take when dealing with the client.
Virtually every website is engaged in data collection of its users, including Comcast, which tracks everything users do and keeps its users' history, said Pojda. He proceeded to show members how much data Facebook can actually collect about a user and how to download a copy of their data from this and other social media sites. There are also websites that help users connect to their data.
Artificial intelligence has to do with the creation of machines that work and perform tasks like humans. These personal intelligent software/virtual assistants, like roof. ai and imreca, can alert a person if someone is trying to contact them, answer messages, and can be trained to respond like that person.
Pojda indicated Facebook uses artificial intelligence as a means of preventing suicides. The social media giant has developed tools that can detect if a user might be contemplating suicide and can then alert officials.
According to Pojda, real estate website Zillow employs 100 full-time data scientists who work on artificial intelligence. The website modifies searches based on buyers' actions.
"That's a lot of mind power they are spending," remarked Pojda.
Asked how someone can opt out from being found or tracked, Pojda answered, "Your only real out is not to be on the internet."
Private browsing will only prevent others using the same computer to see your previous searches, but it will not stop tracking users' activity. Pojda did note that while companies don't normally target specific people, it is hackers that do. Upgrading your wireless router by using an eero router or virtual network can provide some protection.
The Silicon Valley Association of REALTORS® (SILVAR) is a professional trade organization representing over 4,000 REALTORS® and Affiliate members engaged in the real estate business on the Peninsula and in the South Bay. SILVAR promotes the highest ethical standards of real estate practice, serves as an advocate for homeownership and homeowners, and represents the interests of property owners in Silicon Valley.
The term "REALTOR®" is a registered collective membership mark which identifies a real estate professional who is a member of the National Association of REALTORS® and who subscribes to its strict Code of Ethics.
Variations of this article have appeared in local area newspapers.
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