"We wanted to provide our users with a collection of personalised content to save time and improve their experience" The site is also rolling out other updates including video tagging, new categories, and other filters to "increase efficiency and overall accuracy of user searches", according to a statement. But some have warned the technology will give big tech companies too much intimate personal information, building up an even more complete picture of who we are. In January, Daily Star Online reported many popular sex sites are collecting personal data including addresses. It isn't the first time adult sites have used AI.