The Real Value of Our Data

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    You are browsing the internet on your favorite news site when you are faced with an advertisement of a must-see tourist package, just for the same destination you are planning for your next vacation with your family. Mere coincidence?

    When you walk into the mall after lunch with coworkers you look in the window of a sporting goods shop for your team’s new shirt at heart, and before you get to the office, you already receive a message on your cell phone with the same shirt on sale. Work of chance?

    These typical examples show that artificial intelligence has been transforming our data into relevant information for companies.

    In the era of technological transformation in which we remain connected 24 hours a day and seven days a week, this reality is increasingly present and preserving our data would only be possible if we were isolated from the world in a place far from civilization. As this task becomes virtually impossible, the European countries generate with the creation of the General Data Protection Act, inspired by the European General Data Protection Regulation (GDPR) law.

    The law, which is still in the pipeline and due to come into force in August 2020, will regulate and impose limits on the use of personal information by companies and governments, preventing external violations or improper use of their data.

    The new rule will still go through several discussion in Congress and, once approved, will allow the country to have specific legislation to protect the information of its citizen. Many rules are envisaged that companies and other organizations operating in the country will have to follow to allow the individual to have more control over the treatment that is given to their personal information. Corporations that disregard these rules will be subject to severe punishments.

    The existence of legislation for this purpose will make people more considerate when passing on their private data, either in a social networking post or in the provision of documents such as RG and CPF for certain companies. The knowledge of the destination of the data and also how they will be used will give legal security to the people.

    And what are the data types? We have the public made available by the person himself when he announces the sales of some good and passes his information to the contacts; when you make a purchase over the internet and provide the information to confirm the electronic transaction; and the sensitive information to the citizen.

    Companies that adapt and obey the law will differentiate themselves from the others and will be valued in the market with the potential to enable new businesses and to carry out transactions and partnerships with European companies that already comply with the legislation of that continent.

    Benefits and facilities

    Artificial intelligence makes this type of data highly contested and valued, as well as being used to facilitate our lives and promote a new way of thinking about problems and challenges. In this sense, the advances do not stop.

    The transportation application, for example, knows our habits and the ways we usually go from work to our home. The streaming service knows the couple loves thriller series during the week and on Saturdays and Sundays opts for a romantic comedy. The social network focused on the job market tells us the companies with the profile we are looking for and our areas of interest. Even the relationship apps know our tastes and preferences and thus help us find the so-called soul mate.

    We can have a greater sense of this influence in spaces with the vast circulation of people, such as airports, bus stations, shopping malls, gyms, hotels, restaurants and snack bars. It is possible to monitor each step of the person, and commercial establishments will be able to offer customized promotions based on their consumption habits, detecting the path traveled, store entered, if you were in the cinema or stopped in the food court, etc. Here’s the answer to when you make a purchase and get the message asking how your store experience was.

    It is worth seeing that the generation of data will increase considerably in the coming years, enabling even more essential advances, especially in the area of health. Large global players have been studying and developing technologies for the extension of human life. Imagine that a person has a small sensor that emits information plugged into your heart or any other part of the body.

    The data will monitor the functioning of all its organs, generating a multitude of information that can anticipate diseases or an anomaly in the body, helping to identify diseases or diseases that can be prevented, for example, by replacing an organ. It’s the data extending our life.

    With so many good points, our data will be increasingly disputed and valued by companies. When in the past, we were watching the futuristic design The Jetsons, which predicted the future in which there would be flying cars, and we would live with robots in our homes. We could never have thought that we would have such valuable information. We are reaching the age when our data will be worth as much as our money or more.


    It is true that artificial intelligence has greatly enhanced our daily lives. Managing problematic tasks is no longer a problem. And although some people have been elbowed out of their jobs by the AI revolution, the benefits are immeasurable.

    However, it reaches a point where IA becomes scary especially in terms of data privacy. As you pointed out, it seems like every move we make in life is being monitored for the sake of marketing. Targeted advising was cool when it started out but has stretched too far. When you are bombarded with ads of things you did or said offline, you are bound to raise an eyebrow.

    Private lives should be respected when it comes to harnessing IA for commercial purposes.

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