For instance: Several years ago, a small tech company called Jetpac identified and categorized the content of 150 million photos posted publicly on Instagram to build a directory of businesses searchable by their characteristics. If the photos taken at a restaurant showed a lot of mouths wearing lipstick, Jetpac’s app would tag the spot as ‘dressy.’ If most of the faces in a photo of a bar were male, it would tag the spot as a gay bar.”