A new internet trend is showing people just how much data tech companies hold on them. Amazon’s “About You” feature, an AI-generated summary of a shopper’s preferences, has gone viral for its eye-opening specificity, with details ranging from physical traits to habits like reading Kindle books on a phone in the shower. Business Insider’s Ben Shimkus even canvassed colleagues in the newsroom to see what Amazon thought of them.
Amazon’s “About You” Shows How Much AI Knows About Shoppers
Profiling customers is nothing new, but the depth may surprise people. When a Wired reporter requested his customer data from McDonald’s loyalty program, he received a 515-page dossier, even though he was not a frequent customer. McDonald’s had predicted he would visit 2.16 times over six weeks.
Meanwhile, AI giants are using agents to embed themselves deeper into users’ lives. Rather than companies working to collect information, people are handing over access to their email, calendars, texts and even bank accounts. For those who would rather not think about reordering paper towels, the convenience feels worth it.
Still, the author says it is worth pausing. AI companies are under pressure to earn revenue from tools costing billions to build. Subscriptions are the simplest route but risk shutting out users unwilling to pay. Tapping the data they already hold is another option, which could mean going beyond ordering for you to steering you toward certain brands.
