From Preventing Illnesses To Achieving Life Goals: Opportunities And Challenges Of Big Data
In a recent thought-provoking podcast by Maria 01, an expert panel explored the vast opportunities and looming threats within the data economy. As AI continues to evolve, it unveils inspiring use cases for harnessing private data—from preventing sicknesses to achieving long-term life goals. Yet the critical question remains: how could we ensure that our data is stored and utilized in a secure and trustworthy manner?
The panel featured Riku Seppälä, Co-Founder & General Partner at Icebreaker, and Nikita Zatsepin, an independent AdTech expert, working on a stealth startup.
The discussion began by listening to a future scenario—a research-based yet fictional story describing a potential future state. You can find the story and the company introductions at the end of this post.
Could We Reimagine The Rules of Private Data?
The data economy stands as one of the defining megatrends of our time. As the saying goes, if you’re not paying for the product, you are the product. Vast amounts of data are generated every moment, through user actions and an array of devices, from fitness trackers to smart skiing boots. Yet, when navigating social media or browsing the web, most people hastily dismiss GDPR pop-ups, eager to proceed without fully considering the implications of their consent.
Maria 01’s CEO, Sarita Runeberg, highlighted a widespread lack of awareness: “It’s surprising how few people understand why ads appear for products they’ve just browsed. The mechanisms behind ad tracking remain a mystery to many.”
Massive collection of data carries significant risks, from less harmful consumer nudging to dangerous manipulation, such as political interference or deepfake technology that mimics voices and faces.
On the brighter side, there are undeniable benefits to data collection. Nikita Zatsepin pointed out one example: “If we had complete privacy, targeted ads would vanish, and we’d end up bombarded with irrelevant ones instead.” If users were to regain ownership of their data, it would undoubtedly transform the landscape of advertising.
Riku Seppälä added that “well-functioning advertising markets are vital for startups to connect with their audiences. Without targeting, small businesses, in particular, would struggle to maximize limited budgets.”
However, as Riku noted, the current digital world operates under vastly different rules than the physical one: “When you book a hotel with your passport, you don’t expect them to sell your data to a stranger, who then comes knocking on your door, selling you new shoes. Yet in the digital world, this became the norm because regulation couldn’t keep pace with technology.“
So does this mean we must choose between relinquishing control of our data and giving up relevant, targeted content? Or could we reimagine the system to strike a better balance? And, more specifically, what other opportunities could big data unlock in the coming decades?
Personal AI: A Revolution in Data Utilization
Currently, tech giants dominate the personal data landscape, but the tide could be turning. Innovative companies are introducing apps designed to store personal data from various sources securely, granting users control over how their data is utilized, and enabling its diverse use.
As artificial intelligence progresses toward artificial general intelligence (AGI), the future holds the promise of personal AI assistants capable of thinking more like humans, making inferences and finding solutions to problems—by processing vast amounts of data. Imagine a world where these assistants integrate data from fitness trackers, medical records, sleep patterns, and dietary habits to paint a holistic picture of your health. These tools could offer personalized health plans, prevent illnesses, and even predict life-altering events.
Picture a future where decades’ worth of data from our lives is securely collected and stored, giving us full control over how it’s shared. We could selectively share anonymized snippets with trusted apps and services, unlocking an astonishing array of possibilities. The applications for such comprehensive data collection could stretch far beyond our current imagination—helping to prevent illnesses, chart career paths, manage personal finances, or even achieve long-term life goals. Specialized AI coaches could emerge to support us in various areas, from education and health to fashion and entertainment.
Establishing trust is undoubtedly a significant challenge, but if we could build confidence in these services and AI agents, the potential benefits would be immense. Sarita highlighted: “I think it’s very inspiring that measuring different aspects of your life becomes easier. With preventive health data, we could adjust our habits and lead healthier lives.”
Sarita envisioned the potential of AI coaches: “It’s interesting to imagine AI helping us recognize patterns, plan ahead, and achieve our goals. Young people, especially, could benefit from guidance as they navigate their ambitions—for example becoming a successful entrepreneur, building the next unicorn.”
Riku concurred, stating, “There are significant benefits to sharing data. Personally, I’d be more than willing to consent to the use of my health data for research purposes, but that’s not something we’re actively doing right now. When it comes to investments, having access to data more quickly already enables us to make better decisions. It frees up time to engage more meaningfully with founders and spend more time on reflecting automated analyses.”
On a broader scale, personal data could be harnessed to predict societal trends, optimise traffic systems, forecast production needs, and address countless other challenges. The potential of such secure and thoughtful data usage could redefine how we live, work, and plan for the future.
And when it comes to advertising, there’s likely no reason why personal agents couldn’t share anonymized data for more accurate targeting—but it would all happen on the user’s terms. This could even offer emerging startups and niche brands the possibility to reach wider audiences.
Regulation vs. Innovation: Finding Balance
Regulation in the digital world walks a fine line between fostering innovation and imposing necessary constraints. The EU has taken bold steps, surpassing the U.S. in regulatory efforts, but this has sparked debate about its impact on competitiveness. Nikita warned: “We need governing bodies for AI, but we must ensure progress isn’t stifled. The EU must attract top talent to tackle these challenges, to make sure regulation doesn’t hinder innovation.”
Riku, however, expressed optimism: “I believe many people would be eager to share their opinions, engage with politicians, and provide valuable insights on the issues that matter to them. Also, regulation can inspire innovation. When companies face clear boundaries, they’ll find creative ways to comply and thrive. Even dominant players can face disruptive competition if innovation is encouraged.”
As data utilisation evolves, the possibilities for transformative innovation grow exponentially. Riku posed an intriguing question: “Should people be compensated when AI uses their data, for example, their creative work? And how would we determine its value? Or should we just let innovation happen?”
He continued: “I find personal data incredibly fascinating, especially if individuals could have the power to decide when to share their data and place their trust in services that handle it responsibly. The possibilities for innovation, especially in health and research, are endless.”
Empowering Change Through Awareness
To pave the way for a better future, public understanding of data’s implications is crucial. Nikita emphasised: “In order to empower people to reclaim ownership of their data, we first need to fully understand its implications. A problem only exists if enough people recognize it as one. And for that to happen, they must first grasp why something is or isn’t harmful. Education is where it all begins.”
Despite the challenges, the panellists remained optimistic. Nikita envisioned scientific advancements especially in healthcare, personalised gaming experiences and immersive virtual worlds, while Riku painted a future of extraordinary transformation: “In a decade, we’ll see incredible advancements—robocars, space vacations, abundant energy, and more efficient workflows. We’ll have more time to pursue what truly matters, and spend more time meeting people.”
But Riku also offered a thoughtful reminder: “In a world filled with possibilities, personal satisfaction is elusive. No matter how much we achieve, human nature keeps us striving for the next level.”
The challenge ahead lies in creating a digital framework that balances personal, corporate, and societal interests while unlocking the full potential of data and AI. With innovation, education, and collaboration, we can build a future where technology serves humanity equitably, responsibly, and securely.
You can find the podcast, M01 Rocketeers, here.
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Here’s the scenario – the story from the future discussed in the podcast, followed by the panellists’ company introductions:
FUTURE TALES: DATA-DRIVEN DREAMS
As long as I keep my jogging routine rolling —averaging two and a half times a week— wrap up my Artificial Meat Design studies by the year’s end, and the EU gives the green light for private flying vehicles within the next eighteen months, I’m on track to build my dream countryside home in precisely 6 years and 7 months. Sure, factors like annual rainfall are in the mix too, but according to my AI sidekick, these three are the big game-changers.
Handing over so much personal data to an AI felt like a leap into the unknown at first. But after hearing rave reviews from friends about its almost magical ability to make spot-on predictions using a mix of finance and health metrics, genetics, exercise routines, dietary habits, career milestones, and even personality traits, I started to believe in its power to turn even the loftiest dreams into reality—even if they seem decades away.
GoalCatcher collects ALL my data, which is a bit spooky, but at least it’s not selling it off to random third parties. Instead, it shares anonymized bits with other services to cross-check against other users as well as stock market trends, weather patterns, global commodity prices, and cutting-edge scientific research, to name a few.
Staying active keeps me in shape, continuing education boosts my career and also enables my entrepreneurial plans, and all this positions me for success across various fields. But how does the EU’s flying vehicle policy play into my countryside dream, you might wonder? You see, four years ago, taking a tip from the aforementioned AI guru, I invested in a startup developing an affordable flying vehicle for private use. The AI’s calculations promised a sweet return in just over a decade. If only the EU would give the thumbs up before the startup runs out of funding. It did feel pretty risky, but honestly, who am I to say?
While I diligently follow the diet and sleeping plan tailored for me by my AI and stick to its mood-enhancing colour recommendations—I’m advised to wear green—I occasionally crave treats or a splash of mustard-yellow or red clothing.
And of course, there are uncontrollable elements. If my genetic neurological condition flares up, it could jeopardize or at least delay my dream. I’m making a determined effort not to lose sleep over this, as insomnia poses an even greater risk!
Icebreaker is a venture capital firm on a mission to help build strong tech companies. They have invested in over 70 companies with domain expert founders from companies like Rovio, Pipedrive, Spotify, Wise and Veriff.