Data firms are likely to creative and intrusive to source data for AI-driven behavioural analytics systems in 2021. This is after users have become aware of personal data safety. Apple, Google and Microsoft are adopting new privacy tech to give users strict privacy guarantees while continuing to make use of data. Apple has clashed with Facebook saying it has to protect its users’ privacy, while FB is wrestling with regulators to implement E2E in its messaging apps.

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