Depersonalized data collect all the smart entities - from smart light bulbs to smart software platforms. Huge amounts of data about all objects, increasing technical possibilities of their fast processing + the development of data analysis including machine learning precondition the opportunities of prognostic analytics’ growth. In the future, the quality and scope of predictive analytics will be even greater, and its impact on our lives will become very significant.
For now these data are fragmented, as they are collected separately by each sensor (application, device, platform) and are not combined into a context around the user, but in the future this data will be collected into unified profiles. By complementing each other, they can lead to new, more accurate conclusions.
These technologies will be applied by companies interested in demand increasing. To make the user purchase a new service, it is desirable to offer it at the right time, when a person has a relevant need. In the new world of big data, Apple will make a financially interesting offer to its client rather than his bank. Just because Apple will have more data.
Laws protect privacy, so that all systems will collect non-personal telemetry. However, end-user reversing won’t be a daunting task for the data owner - the more sets of user data, the more accurate is his identification.
User benefits will also be actively promoted in order to justify such a massive data reading - health problems prediction, the advantages of customized services over unified ones (that are made less attractive on purpose), social benefits will be introduced.
Various assistants (Siri, Alexa) will know their owners inside out. They will see the patterns (which the user is simply not aware of, because he/she is unconsciously driven by his/her desires) and anticipate the wishes of their masters. It will seem to be a kind of magic.
In these circumstances, substitution of the profile data, distortion of behavior models can dramatically change the way the user interacts with the outside world, hampering his life or depriving him/her of certain opportunities. One thing is when a personal assistant understands you perfectly, and the world around us offers different benefits, another - when nobody “recognizes” you.