ABSTRACT: In this talk, George will demonstrate the extent and power of personal data collected by technology companies. He will explore the potential of personal data to do both good and bad, the dangers of giving up your "digital DNA", and the value these companies extract from this data. Data rights are finally legally recognised. With the combination of GDPR & rising awareness of personal data abuse, we might eventually be able to control our data, or at least understand as much about our digital footprint as profit-driven companies do. AI is only possible because it has data. Imagine your data being used to benefit you, instead of targeting you with gambling adverts. Imagine the potential for next-generation research to understand our society, which can only happen if we break data out from being locked in corporate databases. Data rights are just the start, now we need to use them. BIO: George Punter holds a first class Masters degree from Imperial College London in Electronics & Information Engineering. He co-founded Ethi (ethi.me), a startup that aims to make controlling your personal data easier, and allow users to use their personal data for their own benefit, or for social good. Ethi is currently partnering with a cyber security firm, TurgenSec, to help create next-generation, user-centred security.

1. AI For Humans
The Future of your Digital Self

2. THE
GREAT
HACK**smallprint

3. AM I THE PRODUCT?
What can they do with my data?
But it’s free Just used “to improve services”
I won’t use Facebook or Google

4. Structure
● How much is your data worth?
● What kind of things do they know?
● AI: What can your data be used for?
● GDPR: Our saviour?

5. How much are you worth?

6. You are bringing in a lot of revenue
to these service providers. They
rely on your data.
“If you’re not paying for the
product, you are the product.” -
1970s
How much is your
data worth to
Companies?

7. ADVERTISING

8. https://thespring.io/investing/facebook-makes-more-revenue-per-user-than-netflix/

9. DATA BROKERAGE
Data brokerage is a multi-billion dollar
industry made up of companies who
collect consumer data and sell it to other
companies.

10. WHO ARE THEY
● Acxiom
● Nielsen
● Experian
● Equifax
● Corelogic
● PeopleFinders
●
● Datalogix
● Intelius
● PeekYou
● Exactis
● Cambridge
Analytica
●
Acxiom claims to have files on 10% of the
world's population.

11. How do Brokers
make money from
your personal data?
A study of nine key brokers found
that they generated
approximately $426 million in
revenue by selling customer
data via marketing, risk
mitigation and people search
products in 2012.
Total market size was $150bn.

12. How much is
your data worth
to you?
Not much, if you’re a regular
user. Data only has power in
bulk.

13. WHAT THEY KNOW

14. ● Identifying Data - Name, Address history, Email Address
● Sensitive identifying Data - Social security number, Birth dates of family members
● Demographic Data- Age, Race & ethnicity, Religion
● Court & Public Record Data - Bankruptcies, Marriage licenses, Voting registration & party
identification
● Home & Neighborhood Data - Home listing price, Home loan amount & interest rate
● Social Media & Technology Data- Friend connections, Type of media posted, Use of
mobile devices
● Vehicle Data - Vehicle identification numbers, Insurance renewal
● General Interest Data - Life events (e.g., retirement, newlywed, expectant parent),
Gambling history, Charitable giving
● Financial Data - Credit worthiness, Investment interests, Estimated income
● Travel Data - Date of last travel purchase, Frequent flyer information, Travel purchase -
highest price paid
● Purchase Behavior Data - Amount spent on goods, Method of payment
● Health Data - Tobacco usage, Ailment & prescription online search propensity,
Over-the-counter-drug purchases

16. RECAP
1. Companies have your personal data.
2. They are making multi-billion profits from
profiling, advertising and tracking.
3. Building AI that knows you better than you,
with the sole purpose of increasing profits.

17. PERSONAL AI
An AI with access to your personal data is very similar to
a best friend, or partner. There is much potential for
social good, however it is mostly used for advertising.

18. There’s a lot of data about each of us
out there. What can it tell an AI?
Your personality
Everywhere you go
Your IQ
Your interests
Your mood
Your friends
…

19. Question Time
http://sli.do/ST36

20. What are good
applications for a
personal AI?

21. GOOD OR BAD?
● Understanding your speech
● Recommending Netflix
shows or Spotify songs
● Writing articles
● Providing therapy
● Personalised healthcare
● Improved Matchmaking
● Self-driving cars

22. What are dangerous
applications of a
personal AI?

23. GOOD OR BAD?
● Understanding your speech
● Recommending Netflix
shows or Spotify songs
● Writing articles
● Providing therapy
● Personalised healthcare
● Improved Matchmaking
● Self-driving cars
● Help you search for things
● Listening to your conversations
● Exploiting vulnerable addictions
● Spreading fake news
● Gamifying anxiety
● Increasing insurance prices
● Prevent you from getting a job
● Hacked self-driving cars
● Influence your opinions

24. What would it take for
you to fully trust an AI
with your personal
information?

25. GDPR
General Data Protection
Regulation

26. “... the controller shall be able to
demonstrate that the data subject
has consented to processing of his
or her personal data.”
GDPR Article 7.1.

27. “The data subject shall have the
right to withdraw his or her consent
at any time…
It shall be as easy to withdraw as to
give consent.”
GDPR Article 7.3

28. The data subject shall have the right to obtain from the controller confirmation as to whether or not personal data
concerning him or her are being processed, and, where that is the case, access to the personal data and the
following information:
1. the purposes of the processing;
2. the categories of personal data concerned;
3. the recipients or categories of recipient to whom the personal data have been or will be disclosed, in
particular recipients in third countries or international organisations;
4. where possible, the envisaged period for which the personal data will be stored, or, if not possible, the criteria
used to determine that period;
5. the existence of the right to request from the controller rectification or erasure of personal data or restriction
of processing of personal data concerning the data subject or to object to such processing;
6. the right to lodge a complaint with a supervisory authority;
7. where the personal data are not collected from the data subject, any available information as to their source;
8. the existence of automated decision-making, including profiling, referred to in Article 22(1) and (4) and, at
least in those cases, meaningful information about the logic involved, as well as the significance and the
envisaged consequences of such processing for the data subject.
GDPR Article 15.1.

29. “The data subject shall have the
right to object… at any time to
processing of personal data
concerning him or her… including
profiling based on those provisions.”
GDPR Article 21.1

30. “Where personal data are processed
for direct marketing purposes, the
data subject shall have the right to
object at any time to processing of
personal data concerning him or her
for such marketing, which includes
profiling”
GDPR Article 21.2

31. Problem
solved?

32. Next steps
● Finding out who has your data
● Getting your data from them
● Understanding your data
● Getting value from your data

33. Building tools to visualise, analyse & make
predictions for you to understand your data.
Understand your data.
We need your help.
● Send us a few words on what you think about personal data
● Tell us what would you would most like to know about yourself
● Sign-up for early access at: https://ethi.me
● Masters’ thesis, internships and part-time work
george@ethi.me