Trying to derive a person’s wants and needs—conscious or otherwise—from online browsing and buying habits has become crucial to companies of all kinds.

Now IBM is taking the idea a step further. It is testing technology that guesses at people’s core psychological traits by analyzing what they post on Twitter, with the goal of offering personalized customer service or better-targeted promotional messages.

Read more: IBM Software Learns Your Personality, Could Tailor Ads Accordingly | MIT Technology Review.