Helpful or creepy? Would you share your data for better TV recommendations?
Prominent security breaches have sharpened consumer fears about how their data is being used. According to a recent survey from Vanson Bourne, commissioned by Amdocs, 75% of consumers are more distrustful than ever when it comes to sharing personal data.
So would it surprise you that almost 60% of surveyed consumers would still be willing to give up their data for better TV content? For Gen X and Y specifically, 71% of 22-35 year-olds are willing to exchange their data if it benefits them.
So how can we deliver a compelling, personalized entertainment experience while also respecting the data consumers trust us with?
Trust is a two-way street
We live in a data-rich environment which is about to enable more than the simple recommendations we currently see. AI and cross-channel personalization technology, coupled with metadata and aspects like moods, temperament or social recommendations will come together to create a better, more personalized and predictive content experience.
However, sharing data needs to be a two-way street; one in which consumers know exactly what they are getting in return for what they share. For example, will a consumer receive less ads, better recommendations or more access to premium content by sharing their data? Are there tiers of participation depending on comfort level?
Privacy isn’t one size fits all
This all comes down to one crucial point: how can we determine the line between helpful and creepy? It’s likely less about underlying technologies like AI, but more around how we translate business rules to such technologies to provide a better experience without being intrusive. This is the real innovation.
As the data-centric Internet of Things revolution gathers pace, it’s not a moment too soon to tackle this issue. Giving consumers clear and transparent options is the right place to start.
Author: Darcy Antonellis is Head of Amdocs Media and CEO of Vubiquity