Privacy in the Big Data Era: Who is Collecting Your Information?

Recently, Adobe has faced serious backlash for forcing users to accept its privacy policy in order to use its products. Users' concerns mainly revolve around Adobe's rights to access and modify user content for the purpose of operating and improving its services.

Adobe's access and analysis of user content, through both automated and manual methods, for various purposes such as customer support, has been another reason that has angered users to the point where many are considering abandoning Adobe.

Considering that most companies typically collect user data to improve their products and services, recent protests may seem unfounded. However, the extent to which they collect such data is questionable.

Why collect data?

"Millions of businesses rely on Google Analytics to understand customer preferences and create better experiences for them," said Vidhya Srinivasan, Vice President and General Manager of Google Ads, highlighting the impact of user data on business growth.

Companies like Meta and Google are notorious for providing free services and collecting user data as a condition of exchange, leaving users with no choice.

What really matters is how companies handle your data.

As one Quora user put it, "You would recognize your name and bank account number, but knowing that your browser is collecting and storing your 'session ID' won't tell you much because you may not know what they are or what they can be used for."

Data collection is a good thing

In the healthcare field, a good example of data collection is how the Apple Watch saved Toralv Østvang's life. The device (Apple Watch Series 4) detected a severe fall and automatically dialed emergency services.

The health data on Apple Watch is encrypted both on the device and in iCloud, preventing Apple from accessing it. This allows users to have precise control over which apps can access their health data.

Meanwhile, JPMorgan Chase developed an AI-based fraud detection system that analyzes customer behavior and spending patterns. They successfully used this technology to protect their customer Wei from a $99,101 fraudulent payment.

Another practical example of data collection benefiting users is Google Maps collecting GPS data to show you better traffic conditions and possible faster routes.

If data collection is done with the right intentions, it can greatly help improve the overall user experience.

But there are downsides too

After Apple announced the integration of ChatGPT into its devices, Tesla CEO Elon Musk expressed anger, stating that he would ban his company from using any Apple devices if OpenAI were integrated at the core operating system level.

Similarly, Samsung banned ChatGPT due to misuse of the chatbot leading to sensitive data leaks.

Furthermore, Reddit plans to license its user-generated content to AI companies for training their models, expecting to generate $203 million in revenue in the coming years.

Similarly, Stack Overflow announced a partnership with OpenAI to improve the latter's coding-related AI models using its database of over 58 million programming questions and answers.

Aside from selling data for AI model training, there are cases where stored data used to improve user experience is exploited for the organization's own profit.

Not long ago, Cambridge Analytica unethically obtained data from up to 87 million Facebook users, primarily for political advertising. Meanwhile, Verizon tracked the internet browsing behavior of millions of mobile customers without their knowledge or consent using "super cookies."

Smart TV manufacturer Vizio reached a $2.2 million settlement with the Federal Trade Commission (FTC) for secretly tracking the viewing habits of millions of users.

Most users simply want companies to clearly state what data they are collecting, how they are using it, and with whom they are sharing it. People should have the ability to opt out of data collection or have their data deleted when needed.

There are other ways to protect your online privacy, such as using privacy-focused search engines like DuckDuckGo and gradually transitioning to open-source software, which greatly enhances your online privacy.

After all, as theorist and author of "Crossing the Chasm" Geoffrey Moore said, "Without big data analytics, companies are blind and deaf, wandering out onto the web like deer on a freeway."