The Ethical Crossroads of Personal Data Collection
Authors: Tamayo Salazar David , Tayo Ugsha Myriam Gricelda , Corrales Freire Alexis Santiago , Pazmiño Herrera Anthonny Vinicio 
Published: January 2024

In the present day, we find ourselves immersed in an unprecedented technological revolution, driven by the convergence of artificial intelligence, information and communication technologies (ICT), big data analytics, cloud infrastructure, machine learning, and the Internet of Things (IoT). This transformation fundamentally redefines the interaction with information, services, and decision-making. Transparency emerges as a fundamental principle, demanding authenticity, genuine value, and integrity from brands and companies. We are witnessing a paradigm shift in the relationship between people and technology, from artificial intelligence to the Internet of Things IoT, reshaping the way we live, work, and communicate. Society is undergoing a complete digital transformation, reshaping entire sectors and shaping a new digital economy. Artificial intelligence and ICT are building an interconnected society, altering social dynamics, citizen participation, and the way information is consumed. This rapid introduction of technologies challenges traditional structures, demanding adaptability at both individual and organizational levels. In 2024, ethics in data management becomes a crucial pillar to cultivate trust. As privacy, equity in access to technology, and data security become hot topics, attention focuses on implementing ethical principles such as fairness, confidentiality, clarity, and responsibility. The focus on personalized adaptation, along with data privacy and security, stands out as a priority in 2024. While personalization is sought, transparency in data acquisition and usage becomes imperative for companies. The year is proclaimed as “the year of data,” where how brands use their data will make the difference between thriving and perishing. In terms of general figures and data, the amount of information produced and consumed globally is expected to double by 2025, reaching 97 zettabytes. The strategic relevance of data is highlighted, with 87 % of advertisers considering data their most underutilized asset. The percentage of valuable data with potential for analysis has grown from 22 % to 37 % between 2012 and 2020, consolidating the perception that data is the new gold mine in the digital business realm. The big data market is currently valued at $138,9 billion and is still growing. Industry 4,0 increasingly depends on the adoption of big data and artificial intelligence (AI) technologies, with 48,5 % of organizations currently using data as an engine to drive innovation. In 2024, the need for data and AI to go hand in hand to harness their power is emphasized. However, most organizational structures still face challenges in effectively addressing this paradigm shift. It is anticipated that artificial intelligence and algorithms will play a significant role in determining purchasing choices, political preferences, partner selections, family planning, health management, and medical recommendations soon. Trends for 2024 include the intensification of clean data structure usage, effective implementation of these structures, and an increase in “black box” AI solutions. This refers to AI systems and machine learning models that operate hidden from human understanding, driven by complex mathematical models and high-dimensional datasets. Major technology companies are accelerating their support for AI-driven marketing.