Data privacy is just a smoke screen: Did consumers ever really want data anonymity?
The truth behind consumers concerns about data privacy was never really about privacy, it was always a question of value. Kylie Bates, client director at dentsu’s iProspect, explores why new developments and research have revealed that consumers are willing to share data if the value exchange is clear.
We’ve all been crept out by brands following us around the internet. We are almost resigned to our personal data being used in advertising. Governments globally are routinely seeking to legislate to ensure consumers and their data are protected. It seems that everyone is seeking to answer the same question of how to best provide data anonymity.
But, with the rise of AI and consumers increasingly becoming aware of the value of their personal data, the question should be, do Australians actually want data anonymity?
Dentsu’s Consumer Vision 2035 study, which looks 10 years ahead to unpack the future of tech, culture, consumers and brands, revealed that 42% of Australians want to have an AI clone of themselves to take care of life admin.
