In 2026, big tech companies and fashion brands are collecting a lot of data about people. They want to know what we buy, what we like, and how we behave online, so they can give us more personalized ads and suggestions.
This is because Artificial Intelligence (AI) works best when it has a lot of data. The more it knows about a person, the more “accurate” its recommendations or ads can be.
But the problem is that many people are starting to feel uncomfortable with this. They feel like they're giving away too much personal information and not always getting something valuable in return. According to some studies, only a small percentage of people actually trust AI recommendations.
Experts say consumers, especially the wealthier and more informed, are becoming increasingly aware of how their personal data is being used. This is leading them to reject targeted advertising, data collection and even pay for more private and encrypted platforms.
Privacy as a luxury status
Social platforms like YouTube, Instagram, Snapchat, and Facebook have begun offering paid, ad-free versions, targeting users who want more privacy. Meanwhile, new platforms like Vero and Mewe have been built on the “no ads, no aggressive data collection” model from the start.
According to experts, privacy is becoming a new status symbol, especially for young and wealthy consumers.
“If you're not paying with money, you're paying with your data,” said Patricia Egger, head of security at Proton, the company known for its encrypted email services.
