Online privacy was once an obscure technical concern. Now, it stands as one of the defining issues of the digital age.
Many people believe online privacy no longer exists. Companies, advertisers, and governments now track almost every action performed online. Every click, search, and purchase contributes to a detailed profile of who we are.
That’s why we must take an active approach to online privacy.
How Companies Collect and Use Data
Data is currency for businesses. Websites collect user information through direct and indirect methods.
Indirect collection methods include cookies and pixels, device fingerprinting, and location tracking. Direct methods include forms, signups, surveys, and feedback. Some companies even collect third-party data from brokers and allied businesses.
They use the data to improve UX, measure performance, and deliver targeted advertising.
The advertising use case is the most visible, but it is far from the only one. Insurance companies have explored using behavioural data to adjust pricing, landlords have run background checks that pull from data broker records. The uses of collected data extend well beyond the ads you see, into decisions that have financial and professional consequences.
Based on 2025 reports, 88% of businesses now use AI in at least one function. Many businesses use AI for extensive data collection. The deep behaviour profiling capabilities of AI further reduce the privacy of the average internet user.
Government Surveillance in the AI Era
Online businesses aren’t the only ones utilising AI technology. Governments around the world are also using AI to expand their digital capabilities.
Specifically, AI is being used to monitor online activity, analyse communications, and process data. Governments use purchases and social media posts to create in-depth profiles.
Authorities carry out these measures for public safety and national security purposes. However, debate grows over how much visibility governments should have into digital activities.
Why Most People Still Don’t Protect Their Data
Many people worry about data collection. However, they feel as though there is nothing they can do to protect themselves.
Organisations around the world report major data leaks with increasing frequency. In 2025, data leaks exposed 425.7 million user accounts. A figure equivalent to one account hacked per second.
Only 38% consider themselves ‘privacy active’, according to Cisco’s 2024 Consumer Privacy Survey. Some analysts describe this as the ‘privacy paradox’. Actions rarely reflect the growing concerns that many people have.
Many believe that individual efforts make little difference against large technology companies. They, therefore, don’t see the point in being privacy active. The privacy paradox is also driven by a lack of understanding about data collection and the complexity of privacy policies.
Being Privacy Active
Achieving complete anonymity online is unrealistic. However, becoming privacy active is easier than most people think.
Effective steps include:
- Installing a VPN. What is a VPN? A VPN stops government agencies and internet service providers from tracking and collecting data.
- Enabling Multi-Factor Authentication. MFA makes it difficult for hackers to access accounts. Even if hackers steal data during a breach, they may be unable to access accounts with MFA in place.
- Using strong and varied passwords. Each account should have a different, unique password attached to it. Again, in the event of a data breach, difficult passwords create complications for hackers.
- Use the internet mindfully. Every post and download contributes to an individual’s digital profile. Being selective reduces the accuracy and depth of the profile created.
Looking Ahead
Convenience has never been greater, but privacy has never been more difficult to preserve. As data collection expands, the challenges of protecting personal data will grow.
Individuals can’t reverse AI. Nor can they prevent companies and governments from collecting their data completely. They can, however, take steps to become more privacy-active. VPNs, MFAs, strong passwords, and mindful internet usage are the key components.
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