According to a new report, for fueling their AI-driven behavioral analytics systems in 2021, data companies are going to find ever more creative and sometimes more intrusive sources of data.

With users finding themselves in a fix over of safeguarding their personal data from being mined by tech giants, a Kaspersky report said that finally, public awareness of the perils of unfettered data collection is expanding and the free market is taking note.

Now, Apple publicly clashes with Facebook and claims that it has to protect the users’ privacy while the latter is fighting with regulators for implementing end-to-end encryption in its messaging apps.

A report from the global cybersecurity firm said, “People are more and more willing to choose services that have at least a promise of privacy, and even pay for them.”

Further, security vendors promote their privacy awareness while backing it with the privacy oriented products.

The data showed, “The incumbent privacy-oriented services like DuckDuckGo show they can have a sustainable business model while leaving you in control of your data; and startups like You.com claim you can have a Google-like experience without the Google-like tracking.”

The behavioral analytics data from some sources are so common we can call them conventional, like using recent purchases for recommending new goods or using income and spending data for calculation of credit default risk.

The report stated a question, “But what about using data from your web camera to track your engagement in work meetings and decide on your yearly bonus? Using online tests that you take on social media to determine what kind of ad will make you buy a coffee brewer? The mood of your music playlist to choose the goods to market to you?

The major implication of this is the chilling effect of people feeling for weighing every move before acting.

Another question stated this - “Imagine knowing that choosing your Cyberpunk 2077 hero’s gender, romance line and play style (stealth or open assault) will somehow influence some unknown factor in your real life down the line. And would it change how you play the game?”

The software standpoint of companies like Apple, Google, and Microsoft are in way of adopting differential privacy techniques for giving people strict privacy guarantees while continuing data usage from mathematics point of view.

The report concluded with, “With more educational and non-commercial initiatives, such as OpenMined, surrounding them, these methods might lead to groundbreaking collaborations and new results in privacy-heavy areas such as healthcare.”