British internet users are unknowingly contributing up to £194,000 in commercial value to major technology and artificial intelligence (AI) firms over their lifetimes, according to new analysis. A report by the Web3 Foundation reveals how some of the world's most powerful companies collect and monetise personal data to power the internet.
Digital footprint and data monetisation
The study examined the vast digital footprint left by individuals, encompassing everything from search queries, clicks, and location signals to online purchases, messages, uploaded images, and social media posts. While this information has traditionally been gathered through technologies like cookies for targeted advertising, the research indicates a growing trend towards its aggregation and analysis for newer forms of monetisation, particularly in building and training AI systems.
The modelling estimates that each UK and European internet user generates up to £194,000 in inflation-linked commercial value throughout their digital existence. This figure aims to illustrate the sheer scale at which the internet is fuelled by personal data, rather than representing a direct financial contribution to individuals.
Privacy implications
Bill Laboon, vice president of technical operations for Web3 Foundation, highlighted the privacy implications. He told the Press Association: "People should be aware that their data is being used and monetised by all kinds of other entities. It's a privacy issue." He added that likely people do not understand or realise that whenever they ask a question on ChatGPT or select a spell check correction, that data is being used.
While targeted advertising is a more "classic" understanding of data use, its role as the "lifeblood" of AI training models is less recognised, Laboon noted.
Revenue generation and market valuations
The report suggests that major technology giants such as Amazon, Alphabet, Anthropic, Microsoft, and Meta are estimated to earn up to £1,000 annually from a single internet user. This implies that other burgeoning AI firms are "doing the heavy lifting" in terms of data utilisation and potentially generating even greater profits. The immense value of this data is underscored by the market valuations of companies like US chip-maker Nvidia, which last year became the first company to reach a market value of five trillion US dollars (£3.72 trillion) after striking deals with AI giants. Microsoft and Apple have also recently surpassed the four trillion US dollar (£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."
