The implications of digital intelligence on businesses

The advancements in technology is enabling businesses across the world to better target their audiences. We live in the digital age where companies like Google, Facebook, Instagram and more, collect information which feeds and informs their algorithms, potentially advancing their knowledge of us to an almost uncomfortably intrusive extreme. When it comes to digital AI and algorithmic predictions, when do we say enough is enough? The purpose of an algorithm is to sort, predict and filter any types of information in a similar way that the human brain does. Websites across the internet are using this to their benefit, and you've probably noticed Google predicting your searches and Netflix recommending what to watch.