Facebook announced it plans to acquire CTRL-Labs, a neuroscience labs which has developed a wristband that can be controlled by your mind only. The stated goal of the acquisition is to build a wristband that ‘captures your intention’ by reading electrical signals sent through your body. Essentially, Facebook is investing in technology to read minds.
CTRL-Labs will now be part of Facebook Reality Labs.
Today we’re thrilled to share that Facebook has agreed to acquire CTRL-labs. Our team is excited to join @boztank and his group Facebook Reality Labs to empower people with non-invasive neural interfaces at scale. https://t.co/b5w8ks62Sj
— CTRL-labs (@CTRLlabsCo) September 23, 2019
What is this technology?
“You have neurons in your spinal cord that send electrical signals to your hand muscles telling them to move in specific ways such as to click a mouse or press a button,” says Andrew Bosworth, Facebook’s vice president of VR and AR in his Facebook Post. “The wristband will decode those signals and translate them into a digital signal your device can understand, empowering you with control over your digital life.”
But, how will Facebook use this? To explain this further, Andrew Bosworth says “it captures your intention so you can share a photo with a friend using an imperceptible movement or just by, well, intending to.”
How will this help us?
Facebook would now have access to your thoughts, the way your brain functions, which neurons are fired and how you react to each. With Facebook known for collecting such information and using it for advertising purpose, we as marketers will get more in-depth reports of how our is reacting to the communication and we can be more scientific with each piece of communication that we put out.
This also means that those with limited mobility can use the device to communicate in a world where everyone is using their fingers and thumbs and voice to do so.
On the downside, as consumers, it will be creepy to have a device know the functioning of your brain at all times and the ease with which brands (companies, politicians, individuals, countries etc) can manipulate us into thinking and feeling exactly what they want us to think and feel.
What do you think will be the impact of this technology on marketing? Share your thoughts with us