A new study has revealed that major technology and artificial intelligence firms can earn up to £194,000 from the data of each UK internet user over their lifetime. The analysis, conducted by the Web3 Foundation, highlights how personal information is collected and monetised to power the internet.
Data Collection Methods
The research examined various ways individuals leave digital footprints, including search queries, clicks, location signals, online purchases, messages, uploaded images, and social media posts. Traditionally, this data is gathered through cookies and used for targeted advertising. However, the study found that data is increasingly being aggregated and analysed for newer purposes, such as building AI systems and training models.
Economic Impact
The report estimates that each UK and European internet user contributes up to £194,000 in inflation-adjusted commercial value over their digital lifetimes. Bill Laboon, vice president of technical operations for Web3 Foundation, emphasised that this modelling aims to demonstrate the scale at which the internet relies on user data, rather than pinpointing exact amounts.
Mr Laboon stated: “People should be aware that their data is being used and monetised by all kinds of other entities. It’s a privacy issue. Likely people do not understand or realise that whenever they’re asking a question on ChatGPT, when they are selecting a spell check correction… that’s being used.”
AI Training and Data Value
While targeted advertising remains a classic example of data monetisation, the report notes that data is becoming the “lifeblood” of AI training models. Web3 Foundation, which advocates for a user-led internet, warned that individuals may be excluded from the AI systems built with their information.
Corporate Earnings
Technology giants such as Amazon, Alphabet, Anthropic, Microsoft, and Meta are estimated to earn up to £1,000 annually from a single internet user. However, other growing AI firms may be profiting even more from personal data. Nvidia, a US chip-maker, became the first company to reach a market value of $5 trillion (£3.72 trillion) last year, following deals with OpenAI and Oracle. Microsoft and Apple have also surpassed the $4 trillion (£2.98 trillion) valuation mark.
Mr Laboon concluded: “As AI accelerates and data becomes even more valuable, building a more transparent, user-led internet is becoming increasingly urgent.”
