Researchers who helped created Facebook's Graph Search tool say they sought to let it understand natural-language requests rather than artificial "robospeak." The project followed Facebook's broader philosophy of design and social interaction, experts say. "The psychology they are drawing on is not pure psychology of how humans communicate, but the psychology of what makes people stay around, spend time on site and secondarily, what makes people click the advertisements," says Clifford Nass, a professor at Stanford University.

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