Originally published by Intouch, December 2018
Over the past few years, there’s been a massive cultural and legal shift in the way consumers view and secure their personal data online. As of May 2018, the implementation of the General Data Protection Regulation (GDPR) allows European consumers more “ownership” of their data and the ability to remove that data from marketing systems.
Marketers leveraging artificial intelligence (AI) tools might be especially impacted by users hesitant to share their data, since AI models work much better when they incorporate larger, more representative data sets with personal information.
With many U.S. internet users concerned about the privacy and security of their personal information online, and many advocating for GDPR-type privacy laws, it’s worth considering the impact of this shift on U.S. advertisers as well.
Key questions about data, privacy, and consumer opt-ins have been raised by the Cambridge Analytica scandal and other high-profile platform privacy issues.
- What rights do we have as consumers?
- What data is protected under GDPR?
- Will AI models be limited if users don’t want to provide data?
I explored these questions and provided recommendations for marketers leveraging AI in a changing era of data privacy and security in this piece.
Read the full POV here.
