Ethicists, scientists and our readers consider the ethics of brain technology. For now, companies have only our behavior — our likes, our clicks, our purchase histories — to build eerily accurate profiles of us and estimate what we’ll do next. And we let them. Predictive algorithms make good guesses, but guesses all the same. “With this neural data gleaned from neurotechnology, it may not be a guess anymore,” Yuste says. Companies will have the real thing, straight from the source.
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