UK internet users unknowingly give tech and AI firms 194,000

The analysis estimates that UK and European internet users generate up to £194,000 in inflation-linked commercial value over their lifetimes through personal data. Digital footprints include search queries, clicks, location signals, online purchases, messages, uploaded images, and social media posts. Data collection has historically relied on tools such as cookies for targeted advertising, but monetisation is increasingly shifting toward aggregation and analysis for newer uses. Personal data is used to build and train AI systems, including when users interact with services such as ChatGPT or use spell-check features. The findings emphasize privacy concerns and the limited public awareness of how data is used and monetised by multiple entities.

"The study examined the vast digital footprint left by individuals, encompassing everything from search queries, clicks, and location signals to online purchases, messages, uploaded images, and social media posts. While this information has traditionally been gathered through technologies like cookies for targeted advertising, the research indicates a growing trend towards its aggregation and analysis for newer forms of monetisation, particularly in building and training AI systems."

"The modelling estimates that each UK and European internet user generates up to £194,000 in inflation-linked commercial value throughout their digital existence. This figure aims to illustrate the sheer scale at which the internet is fuelled by personal data, rather than representing a direct financial contribution to individuals."

"People should be aware that their data is being used and monetised by all kinds of other entities. It's a privacy issue. Big technology and artificial intelligence firms earn up to £194,000 from using the data of each UK internet user over their lifetime (PA) Likely people do not understand or realise that whenever they're asking a question on ChatGPT, when they are selecting a spell check correction... that's being used."

"He added that while targeted advertising is a more "classic" understanding of data use, its role as the "lifeblood" of AI training models is less recognised."

Read at The Independent