Data shows us that personalisation works.
The ways and means to personalise are getting stronger.
But at what cost?
Data collection, facial recognition, mood sensors and mind readers.
Companies are using these methods and in turn pushing the limits of data privacy.
Our prediction is, brands which don’t offer transparency will soon be exposed and held to account by consumers. And, rather than a luxury, brand transparency will be standard.
To show how close that day is, we looked at the world of consumer electronics – particularly smart home devices.
Here manufacturers sell personal data to third parties. They decode our most private routines and preferences for profit.
Manufacturers like Samsung, whose Smart TV sent user data to about 700 different recipients every 15 minutes.
Or the HP printer which transmits the filename and username of every document in un-encrypted form.
These are not isolated cases. Nor are these obscure gadgets. Everyday products like lightbulbs are now made with internet connectivity.
We asked ourselves how we shift the power back to the people? We asked ourselves how we shift the power back to the people? How could we take steps towards coveillance?
Then we made Scout.