The new Enlightenment: Reclaiming our digital selves in the GenAI era

As we enter a new era defined by generative AI (GenAI), it is essential to reflect on how this technological revolution mirrors historical shifts such as the Enlightenment of the 17^th and 18^th centuries.

The principles of the Enlightenment, an intellectual movement which emphasized individualism and progress over tradition and authority, are still highly applicable today.

The current accumulation of endless data to fuel large language models (LLMs) poses a risk to every human’s right that their personal information belongs to them – that we all have the right to protect, share and profit from this data as much or as little as we choose.

Data-fed algorithms already define our next moves; brands push ads our way when they note our proximity; and we passively allow media giants to decide how we want to be entertained.

Now it’s time for a digitally-focused Enlightenment: codifying the concept that we as individuals have sovereignty over ourselves, and that we have the choice to reclaim the data that defines our digital selves.

As AI technology spreads, we will want more control over the data that feeds the algorithms. In a recent global study on GenAI adoption, Cognizant surveyed 2,200 business executives across 23 countries and 15 industries about their generative AI strategies.

We found that data privacy and security are two key factors significantly inhibiting GenAI adoption. If we don’t take charge, we risk being pulled into a vortex where our choices, behaviours, preferences and experiences are manipulated in ways we don’t know or understand.

We also risk catastrophic privacy breaches if we don’t understand how our data can be used for or against us. This includes not just the words we speak, the text we type and the photos we take, but even participating in a meeting or showing our face in public.

Business has a role to play in this transition. Today’s consumers reward brands and employers whose societal values align with their own. Tomorrow’s consumers will reward companies that offer them privacy when they want it and will compensate them fairly when they do share their personal information.

As anybody who’s ever walked into a shopping centre can attest, we have long traded our attention and personal information for convenience and special offers.

However, as we become more aware of potential consequences that this convenience brings, we essentially become more “digitally enlightened”. The stakes are increasing: the coming age will bring widespread adoption of new data-intensive AI.

Despite consumer unease about the ethics and security of such tech, its allure is powerful. When we succumb to algorithmic recommendations and engage with platforms mindlessly, we may lose any sense of how to create our own experience.

There are four measures that could help launch the type of digital enlightenment I’m talking about:

Self-sovereign identities (SSIs) on blockchains are game changers. Under this model, individuals have full control over their identity data. Unlike traditional identity systems, where the information is managed by a centralized authority (like a government or corporate entity), SSIs enable users to own, manage and share their identity information directly. By controlling our digital identities without intermediaries, we’re transformed into custodians of our own data.

Tamper-proof ledgers and granular permissions are paving the way for a privacy-first future in which personal information is a fundamental digital right. This shift also empowers people to selectively monetize their data on their own terms, setting the stage for user-centric data economies that prioritize individual agency and value. The “file over app” philosophy, which advocates for digital files that are easily read and always under the user’s control, is a step in the right direction.

Apple’s App Tracking Transparency, which requires iOS apps to gain users’ permission before tracking them across other apps, is a good example of a brand building loyalty by respecting consumers’ right to privacy. Others should follow through such sensible measures as making it easier to change default settings and even defaulting to the highest level of privacy available.

As AI’s influence grows, decentralizing its governance is crucial. There is a role for central governments, with the EU’s Artificial Intelligence Act serving as a strong model for other regions.

But community audits, algorithmic transparency and federated learning (a machine learning technique that trains models using data from multiple devices without sending the data to a central server) ensure accountability and alignment with social values.

This decentralized approach will encourage trust in AI’s development and deployment. By prioritizing transparency, accountability and inclusive governance, we can create an AI ecosystem that upholds ethics and serves the collective interest.

In the future, businesses should work directly with consumers to provide true personalization, rather than relying on algorithms alone. Key steps toward this goal include:

Algorithms are essential for personalization, but when they go too far, they can alienate and dehumanize.

One of the welcome changes brought on by the rise of the internet is that people can easily communicate their wants, needs and priorities to institutions. This trend will strengthen as consumers come to understand the impact of artificial intelligence on their choices.

Businesses seeking to lead in the "Age of AI" – which could also be dubbed the "Digital Enlightenment" – should anticipate this shift and proactively evolve their approach to customer data and privacy.