We investigate inferring individual preferences and the contradiction of individual preferences with group preferences through direct measurement of the brain. We report an experiment where brain activity collected from 31 participants produced in response to viewing images is associated with their self-reported preferences. First, we show that brain responses present a graded response to preferences, and that brain responses alone can be used to train classifiers that reliably estimate preferences. Second, we show that brain responses reveal additional preference information that correlates with group preference, even when participants self-reported having no such preference. Our analysis of brain responses carries significant implications for researchers in general, as it suggests an individual's explicit preferences are not always aligned with the preferences inferred from their brain responses. These findings call into question the reliability of explicit and behavioral signals. They also imply that additional, multimodal sources of information may be necessary to infer reliable preference information.

While we instantaneously recognize a face as attractive, it is much harder to explain what exactly defines personal attraction. This suggests that attraction depends on implicit processing of complex, culturally and individually defined features. Generative adversarial neural networks (GANs), which learn to mimic complex data distributions, can potentially model subjective preferences unconstrained by pre-defined model parameterization. Here, we present generative brain-computer interfaces (GBCI), coupling GANs with brain-computer interfaces. GBCI first presents a selection of images and captures personalized attractiveness reactions toward the images via electroencephalography. These reactions are then used to control a GAN model, finding a representation that matches the features constituting an attractive image for an individual. We conducted an experiment (N = 30) to validate GBCI using a face-generating GAN and producing images that are hypothesized to be individually attractive. In double-blind evaluation of the GBCI-produced images against matched controls, we found GBCI yielded highly accurate results. Thus, the use of EEG responses to control a GAN presents a valid tool for interactive information-generation. Furthermore, the GBCI-derived images visually replicated known effects from social neuroscience, suggesting that the individually responsive, generative nature of GBCI provides a powerful, new tool in mapping individual differences and visualizing cognitive-affective processing.

Despite recent advances in deep neural models for semantic image editing, present approaches are dependent on explicit human input. Previous work assumes the availability of manually curated datasets for supervised learning, while for unsupervised approaches the human inspection of discovered components is required to identify those which modify worthwhile semantic features. Here, we present a novel alternative: the utilization of brain responses as a supervision signal for learning semantic feature representations. Participants$(N=30)$in a neurophysiological experiment were shown artificially generated faces and instructed to look for a particular semantic feature, such as “old” or “smiling”, while their brain responses were recorded via electroencephalography (EEG). Using supervision signals inferred from these responses, semantic features within the latent space of a generative adversarial network (GAN) were learned and then used to edit semantic features of new images. We show that implicit brain supervision achieves comparable semantic image editing performance to explicit manual labeling. This work demonstrates the feasibility of utilizing implicit human reactions recorded via brain-computer interfaces for semantic image editing and interpretation.

Collaborative filtering is a common technique in which interaction data from a large number of users are used to recommend items to an individual that the individual may prefer but has not interacted with. Previous approaches have achieved this using a variety of behavioral signals, from dwell time and clickthrough rates to self-reported ratings. However, such signals are mere estimations of the real underlying preferences of the users. Here, we use brain-computer interfacing to infer preferences directly from the human brain. We then utilize these preferences in a collaborative filtering setting and report results from an experiment where brain inferred preferences are used in a neural collaborative filtering framework. Our results demonstrate, for the first time, that brain-computer interfacing can provide a viable alternative for behavioral and self-reported preferences in realistic recommendation scenarios. We also discuss the broader implications of our findings for personalization systems and user privacy.

This paper introduces brainsourcing: utilizing brain responses of a group of human contributors each performing a recognition task to determine classes of stimuli. We investigate to what extent it is possible to infer reliable class labels using data collected utilizing electroencephalography (EEG) from participants given a set of common stimuli. An experiment (N=30) measuring EEG responses to visual features of faces (gender, hair color, age, smile) revealed an improved F1 score of 0.94 for a crowd of twelve participants compared to an F1 score of 0.67 derived from individual participants and a random chance of 0.50. Our results demonstrate the methodological and pragmatic feasibility of brainsourcing in labeling tasks and opens avenues for more general applications using brain-computer interfacing in a crowdsourced setting.