I'm going to guess that the purpose is to use the data to eventually build life-like, AI-generated social media influencers. The data will show what kind of faces, voices, inflections, word choice, etc. is most influential. I don't think the technology is quite there yet, but very soon it will be possible, with a little hand tweaking, to fake "cool" people — video bots. It will be used as a psy-op.