They will track you by your speech: U.K. finance firm invests in behavioral AI system that analyzes how customers speak to provide personalized services

Nationwide Building Society, a finance firm based in the United Kingdom, has just announced they will be investing in a "behavioral analytics startup," known as Scaled Insights. According to Nationwide, Scaled Insight's speech analysis AI will be used to build individual profiles for their clientele, in order to tailor the bank's communications to fit each customer's needs -- or "linguistic personality," as they're calling it. The mainstream media is reporting on how a hospital in Leeds is already using this technology to help patients, perhaps in order to present this new AI technology as benevolent. But the truth is that no large corporation ever makes a large investment without expecting an even larger return. Nationwide is expected to pump $5.31 billion into new technologies over the next five years.