Beyond trust: Why we need a paradigm shift in data-sharing

In parallel with the progressing digitalization of almost every area of life, artificial intelligence (AI) and analytics capabilities grew tremendously, enabling companies to transform random data trails into meaningful insights that helped them greatly improve business processes. Targeted marketing, location-based searches and personalized promotions became the name of the game. This eventually led to the ability to combine data from various sources into large datasets, and to mine them for granular user profiles of unprecedented detail in order to establish correlations between disparate aspects of consumer behaviour, making individual health risks and electoral choices ever more predictable – for those who held the data.