So, asks consultant Mike Weston, how can marketers cash in without becoming enemies of the people?
Weston writes that the law will be too slow to catch up with digital innovations and that businesses in a smart city will need to craft their own policies and procedures regarding the use of data.
“A large-scale misuse of personal data could provoke a consumer backlash that could cripple a company’s reputation and lead to monster lawsuits. An additional problem is that businesses won’t know which individuals might welcome the convenience of targeted advertising and which will find it creepy—although data science could solve this equation eventually by predicting where each individual’s privacy line is.”
If we have recent history to go by, it is not at all sure that business will indeed act responsibly. The money is too attractive. Expect some dystopian scandals.