“Made to measure”: How well does Google know us? No magic is needed to create doppelgangers from data traces

It’s no secret that Google likes to collect data. But in the end, does Google know us better than we know ourselves? What do our search queries reveal about us? Is it possible to recreate a person’s life on the basis of online traces alone? And how manipulable does that make us?

The Made to measure project answers these questions in an oppressively concrete way. Using only the Google data of an anonymous data donor, the artist group Laokoon shows how, without magic and without AI, search queries become tangible information and a very personal profile.

The cross between data experiment, play, artistic research and journalistic investigation shows not only how much intimate data Google collects about us, but also how vulnerable and manipulable this can make us.

Interactive project website: