Oleguer Serra

If you don't pay for the product, you are the product: The dark side of giving away data to AI

In the digital age, the phrase “if you don't pay for the product, you are the product” has ceased to be just an aphorism and has become a reality. Tech companies and digital platforms, which offer seemingly free services, collect and use our personal data as their primary source of revenue. However, with the advent of artificial intelligence, I believe that this practice has taken on an even more disturbing dimension.

Giving away our data

Every click, every search, every online interaction is traceable. Both organizations and individuals give away our data without realizing its value. Personal information becomes the raw material that fuels AI algorithms, capable of extracting detailed profiles, predicting behavior, and even influencing consumer decisions and political opinions. This not only undermines our privacy but also turns us into commodities in an economic system where, if you don’t pay, you are the one financing the services you use.

AI: The new ally of data exploitation

AI is revolutionizing the way information is handled. Advanced algorithms can process immense amounts of data in record time, identifying patterns and connecting dots that once seemed unrelated. This capability not only improves personalized services but also allows for segmentation and manipulation of users on an unimaginable scale. The problem is that, as technology becomes more sophisticated, the methods used to collect, analyze, and exploit our data without our conscious consent will become more subtle.

The GDPR: Insufficient protection against a growing threat

The General Data Protection Regulation (GDPR) represented an important step towards safeguarding individual rights in the digital environment. However, reality shows that, despite regulations, abusive practices in data handling remain ubiquitous. Major tech corporations often find ways to evade or minimize their legal obligations, while the effective implementation and supervision of the GDPR in many regions is hindered by the rapid pace at which technology evolves.

The challenge is twofold: on one hand, political leaders must strengthen control mechanisms and impose real sanctions on violations. On the other, citizens need to be aware of the value of our data and demand absolute transparency in its handling. In a context where giving away data is virtually free, the lack of effective oversight results in a loss of privacy that could have irreversible consequences.

What can we do in this scenario?

1. Increase awareness: It is essential to educate and inform the public about the risks associated with giving away data. People need to know that, in many cases, “free” comes at a very high cost.

2. Demand more transparency: Tech companies must be clear and explicit about how they collect, store, and use their users’ data.

3. Push for stricter regulation: The GDPR is a good start, but it must be reinforced and constantly adapted to the rapid evolution of technology to prevent systematic abuse.

4. Encourage ethical alternatives: Both consumers and service providers must promote business models that place respect for privacy and data control at the center of their strategy.

Conclusion

The reality is unsettling: while technology advances by leaps and bounds, the price we pay for “free” is our privacy, our autonomy, and ultimately, our freedom. The intersection of AI, data sharing, and data protection legislation presents us with a challenge that we cannot ignore. If we do not take urgent measures, we will find ourselves in a world where our personal information is the only price we pay to access digital society.

At the very least, if you continue to give away your data without proper oversight, buy this t-shirt.

Oleguer Serra - March 2025