Ubisoft Launches Microsite To Show The Darker Side Of Selfies

Selfies can be embarrassing and annoying, depending on who you ask, but they can also be a treasure trove of information for hackers.

That’s according to Ubisoft, the video game maker that is rolling out a new hacker-themed video game dubbed “Watch Dogs 2” later this month. According to a report by Adweek, Ubisoft set up a microsite named Selfie Reveal to show users what data can be gleaned from pictures they innocently post on social media websites.

“Selfies do not just convey the information your naked eye can see, but the image may contain metadata, including additional details about you or where the picture was taken,” added David Maynor, who is a hacking advisor to the “Watch Dogs 2” developer team, in the report. “Selfie-takers rarely give their background much thought, which can lead to unintentionally sharing of information. This affects not only the selfie-taker but anyone caught in the background.”

With the microsite, users upload a picture of themselves, and then, it uses machine learning and artificial intelligence to show what data may be available based on the picture. The initiative, which is part promotion for the game and part education, is being handled by agency AKQA, which is focusing digital ads on Facebook, Twitter and other channels. “AI can help bridge the gap between brands and their audiences, connecting them in direct and practical ways,” said Ed Davis, senior account director of AKQA. “By bringing people together and addressing their needs through AI, we hope to create experiences, products and services that add value for everyone.”

AI is becoming an increasing focus for a lot of tech companies. Just recently, Apple Chief Executive Tim Cook told Nikkei Asian Review the company will open a research and development base in Yokohama, near Tokyo, later in 2016.

Speaking during an interview, Cook said the facility, which will be the first of its kind outside of the U.S., will develop AI and other technologies. Cook told the paper it would be a center for “deep engineering” and will be much different than the research and development base the company is gearing up to build in China.