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Modern artificial intelligence technologies are rapidly transforming the digital world, according to the article “The Privacy Challenges of Emerging Personalized AI Services” published on Tech Policy Press. Personalization has become a core trend, enabling AI assistants to not only respond quickly to queries but also anticipate users’ needs — leading to the creation of detailed digital profiles.
Companies are collecting vast amounts of data: tastes, preferences, beliefs, religious views, medical conditions, and even sexual orientation. These details allow systems to offer highly personalized solutions, but they also raise serious concerns about the loss of privacy.
Industry giants like OpenAI, Google, and Meta are competing fiercely to collect as much data as possible. They’re merging traditional search with advanced personalization features.
This integration marks a shift in how we interact with information. AI-powered chatbots are replacing traditional lists of links with synthesized answers tailored to social context and individual needs.
These new assistants already go beyond basic search: they book tickets, manage calendars, make purchases, and offer recommendations based on detailed behavioral data. However, this level of personalization requires access to highly sensitive personal information.
The more data that is collected, the greater the risks: profiles can be used to improve services but also to manipulate consumer behavior. Each digital interaction becomes a source of insight, forming a potentially invasive user dossier.
This creates the image of a digital surveillance state where every online action is tracked, analyzed, and used to further personalize services. While convenient, it threatens anonymity and freedom, increasing the risk of leaks and misuse of personal data.
The issue is exacerbated by the fact that regulation is lagging behind. Laws are not keeping pace with rapid technological progress.
One emerging trend is the use of de-identification methods and the development of safeguards against re-identification to minimize data breaches. Still, the growing volume of data collection remains a core concern.
The development of "super-assistants" capable of managing nearly every aspect of digital life raises concerns about personal data exploitation. Their effectiveness depends on data accuracy and scope, increasing risks of manipulation and unauthorized use.
As the article’s author Mark MacCarthy notes, without strict regulatory action, these technologies could evolve into a system of total digital surveillance — demanding immediate legislative attention. Privacy protection is becoming a central challenge for the future of digital technologies, especially as innovation continues to accelerate.
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