Like it or not, artificial intelligence has become part of daily life. Many devices – including electric razors and toothbrushes – have become “AI-powered,” using machine learning algorithms to track how a person uses the device, how the device is working in real time, and provide feedback. From asking questions to an AI assistant like ChatGPT or Microsoft Copilot to monitoring a daily fitness routine with a smartwatch, many people use an AI system or tool every day.
While AI tools and technologies can make life easier, they also raise important questions about data privacy. These systems often collect large amounts of data, sometimes without people even realizing their data is being collected. The information can then be used to identify personal habits and preferences, and even predict future behaviors by drawing inferences from the aggregated data.
As an assistant professor of cybersecurity at West Virginia University, I study how emerging technologies and various types of AI systems manage personal data and how we can build more secure, privacy-preserving systems for the future.
Generative AI software uses large amounts of training data to create new content such as text or images. Predictive AI uses data to forecast outcomes based on past behavior, such as how likely you are to hit your daily step goal, or what movies you may want to watch. Both types can be used to gather information about you.
How AI tools collect data
Generative AI assistants such as ChatGPT and Google Gemini collect all the information users type into a chat box. Every question, response and prompt that users enter is recorded, stored and analyzed to improve the AI model.
OpenAI’s privacy policy informs users that “we may use content you provide us to improve our Services, for example to train the models that power ChatGPT.” Even though OpenAI allows you to opt out of content use for model training, it still collects and retains your personal data. Although some companies promise that they anonymize this data, meaning they store it without naming the person who provided it, there is always a risk of data being reidentified.
ChatGPT stores and analyzes everything you type into a prompt screen.
Screenshot by Christopher Ramezan, CC BY-ND
Predictive AI
Beyond generative AI assistants, social media platforms like Facebook, Instagram and TikTok continuously gather data on their users to train predictive AI models. Every post, photo, video, like, share and comment, including the amount of time people spend looking at each of these, is collected as data points that are used to build digital data profiles for each person who uses the service.
The profiles can be used to refine the social media platform’s AI recommender systems. They can also be sold to data brokers, who sell a person’s data to other companies to, for instance, help develop targeted advertisements that align with that person’s…
