2. Opportunities and challenges of utilizing personality traits for personalization in HCI

This chapter discusses main opportunities and challenges of assessing and utilizing personality traits in personalized interactive systems and services. This unique perspective arises from our long-term collaboration on research projects involving three groups from Human-Computer Interaction (HCI), Psychology, and Statistics. Currently, personalization in HCI is often based on past user behavior, preferences, and interaction context. We argue that personality traits provide a promising additional source of information for personalization, which goes beyond contextand device-specific behavior and preferences. We first give an overview of the well-established Big Five personality trait model from Psychology. We then present previous findings on the influence of personality in HCI associated with the benefits and challenges of personalization. These findings include the preference for interactive systems, filtering of information to increase personal relevance, communication behavior, and the impact on trust and acceptance. Moreover, we present first approaches of personality-based recommender systems. We then identify several opportunities and use cases for personality-aware personalization: (1) personal communication between users, (2) recommendations upon first use, (3) persuasive technology, (4) trust and comfort in autonomous vehicles, and (5) empathic intelligent systems. *Corresponding author: Sarah Theres Völkel, Daniel Buschek, Heinrich Hußmann, Institute for Informatics, Media Informatics, Ludwig-Maximilians-Universität München Ramona Schödel, Clemens Stachl, Markus Bühner, Department of Psychology, Psychological Methods and Assessment, Ludwig-Maximilians-Universität München Quay Au, Bernd Bischl, Department for Statistics, Computational Statistics, LudwigMaximilians-Universität München