Controversial software claims to tell personality from your face

Can software identify complex personality traits simply by analysing your face? Faception, a start-up based in Tel Aviv, Israel, courted controversy this week when it claimed its tech does just that. And not just broad categories such as introvert or extrovert: Faception claims it can spot terrorists, paedophiles – and brand promoters. "Using automated feature extraction is standard for face recognition and emotion recognition," says Raia Hadsell, a machine vision engineer at Google DeepMind. The controversial part is what happens next.