A.I.M

Portraits of Data, Desires, and Control

A.I.M explores the invisible mechanisms of profiling on social media.

Through the collection of personal data such as preferences, movements, relationships and time spent on content, artificial intelligence algorithms build precise digital identities, turning each photographed subject into a commercial profile. The goal is not only to understand who we are but also to predict and influence our consumption behaviors.

The project combines photography with profiling data sourced from various social media platforms. The subjects portrayed are real people, and the profiling data was obtained directly from their respective social media accounts. This material reflects the datasets accumulated by Big Tech during everyday platform use.

The images bridge the real and the digital, translating invisible data into tangible portraits. The result is a narrative on the system of surveillance capitalism—one that not only aims to sell products, but also to generate artificial needs and sustain continuous, often unnecessary, consumption.

A.I.M offers a critical reflection on the relationship between identity, individual freedom, and the market in the digital age, showing how technology can shape not only what we do, but also what we desire.