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Sandra Matz

Things Sandra Says on Podcasts

Professor at Columbia Business School and a computational social scientist who studies how digital data, such as social media activity, can predict and shape behavior, personality and mental health. She is the author of Mindmasters: The Data-Driven Science of Predicting and Changing Human Behavior. Guest on Mostly Human with Laurie Segall, discussing how the data practices behind the Cambridge Analytica scandal compare to what AI systems can do today.

Where to Find Them

Sandra Matz writes Coaching for Leaders and writes The Afternoon Story . They have also been a guest on Behavioral Grooves Podcast (2 times) , Top Traders Unplugged , Mostly Human with Laurie Segall , TruthWorks , The Behavioral Design Podcast , Hidden Brain , Marketecture: Get Smart. Fast. and Everything Hertz .

Recently: “The Unspoken AI Catastrophe: Death By a Thousand Cuts” on Mostly Human with Laurie Segall (September 2026); “Privacy isn’t dead – it’s just that tech companies have made it inconvenient” on The Afternoon Story (June 2026); “IL41: They’re Not Just Reading You... They’re Rewriting You ft. Sandra Matz” on Top Traders Unplugged (September 2025); “718: How Leaders Can Use the Algorithms for Good, with Sandra Matz” on Coaching for Leaders (February 2025); “718: How Leaders Can Use the Algorithms for Good, with Sandra Matz” on Coaching for Leaders (February 2025); “The Data and Influence Behind Your Digital Footprint | Sandra Matz” on Behavioral Grooves Podcast (January 2025).

What They Said

“I think Cambridge Analytica looks cute in hindsight now with AI.” — Sandra Matz, Mostly Human with Laurie Segall

Matz had just been correcting the record on Cambridge Analytica: it was not a breach, Facebook handed the data over by design. Laurie Segall asks whether the scandal now looks like a warm-up for AI. Matz says the underlying principles have not changed, only the scale, since a model no longer needs someone to assemble the dataset and train on it first.

Mostly Human with Laurie Segall · 2026-09-17 Permalink → Listen →
Mostly Human with Laurie Segall Around 18:05 into the episode
Sandra Matz

…was actually open to developers to grab. And to me, yeah, they did restrict the access after. But again, this is something that when you build technology and you move fast and you break things, well, maybe that's an oversight that happened because they were not responsible enough to start with.

Laurie Segall

…and break things, only like it feels like the stakes are even higher. And that could just be me putting my own point of view on it. But I'm curious how you feel about looking back at that and where we sit now with artificial intelligence and the questions that we're now beginning to ask about it.

Sandra Matz

I think Cambridge Analytica looks cute in hindsight now with AI. I mean, the one thing I remember when I published the book, I was like, oh my God, this is going to be outdated so quickly because technology moves so fast. But at the end of the day, the main principles remain the same. And if anything, I think AI is just accelerating it. And so the challenge that you have with AI that's different today than back in even 2016 is simply scale. So back in 2016…

Laurie Segall

It's one thing I heard some folks talking about, kind of like, you know, in the corners of whatever, like the rise of wearables and AI wearables, like these rings that can listen. Like we're kind of, we're beginning, people are going to start recording everything, whether or not we even realize it.…

Sandra Matz

And it's a great example, because I think what people associate with Cambridge Analytica is, well, I'm just not using social media anymore. It's a comment that I hear almost every time that I give a talk somewhere. It's like someone feels very proud that they're not using social media anymore and…

Laurie Segall

And

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