First they tracked us. Now they build our decision twin.
Today there is something very real: a decision twin. It is a digital model of a person, built using data that already exists. Nobody needs to follow us live. They just query the model.
Companies collect data from many sources: web browsing, apps, location history, online and offline purchases, loyalty cards, streaming habits, social activity. Everything ends up in structured databases. These databases are analyzed with AI systems, often internal, often local. The system looks for patterns.
When someone types “John Doe”, the system returns a behavioral profile: daily routines, places visited, spending habits, price sensitivity, content watched, reaction to offers, purchase probability, risk level, priority inside automated systems.
Each piece contributes. The loyalty card adds purchases. The smart TV, through ACR, adds viewing habits. The phone adds movement and time. The browser adds attention and reading behavior. The car adds driving style. Wi-Fi adds presence and duration.
This decision twin is used to choose how to interact with that person: prices, ads, content, offers, access to services. Decisions happen before the person is aware.
This is driven by market logic. Companies compete on how well they can predict people. Better prediction means more value. There is no full exit. Leaving the digital world is not realistic. There is only damage reduction.
Every time we give data, we choose who gets it. Every app is a source. Every loyalty card is a trade. Every permission is a transfer. Limit permissions. Connect fewer accounts. Choose tools that collect less data. Treat data like money.
The decision twin grows by accumulation. Reducing that accumulation is the only real control we have today.
#ArtificialDecisions #MCC