This creepy tool reveals how Facebook's AI tracks and studies your activity

Have you ever wondered how Facebook collects all the data it has to feed you with the content it presumes you'll like and keep you coming back for more? Well, now there's an app that can answer these questions. Available for free, Data Selfie is an open-source Chrome extension that helps you discover how machine learning algorithms track and process your Facebook activity, and gain insights about your personality and habits. Last year, Facebook's VP of Design thought the TNW Conference main stage was the best she'd ever been on. To accomplish this, the nifty extension monitors your Facebook interactions for patterns and then crunches the collected data into insightful reports. Data Selfie essentially tracks your activity – what you look at, how long you look at it, what you like, what you click and what you type – and then applies natural language processing and machine learning algorithms from IBM Watson and the University of Cambridge to turn this data into insight.