Marketing in future - Should we worry?

If I were a marketing expert in big corporation with unlimited access to DATA, I would do this. Btw, Data is becoming the asset number 1, replacing oil and so on. Then the question is, who owns Your data.

Data is widely collected from different places and its not a secret. But how data can be collected in near future? You already have your smart phone, which collects unbelievebly amounts of different data. Location, how you sleep and so on. This data goes to different companies -> Who has the biggest amount of data collected, will have the competition advantage.

Technology is rapidly evolving. Artificial Intelligence is getting better and better, robots are touring-complete and face recognition is super accurate. Today, AI can recognize your walking patterns and you cant fool it by limping.

Okey, future is here. And I am marketing expert trying to maximize my company's profits. I also have access to every data you are gathering by your smart devices. You, and your phone were at a bar until 3 am. You woke up at 7am. This information is immediately available. I know your routine path to work. Usually you stop by a coffee place, which will know that you need the coffee today. It increases the price for you. They know its you, because they have face scanners at the coffee place, and since we are living in a time where employees are robots and payment is unseen, meaning you dont actually physically pay anything, you crab your things and leave and get your receipt to your email, or cryptowallet. Everyone has their own price for coffee, but we cant differentiate it in a level that economics would like. But soon we can, as explained.

Marketing departments will have more data than you have, about yourself. They actually will know better your future, they know better what you like. And they will use it to get your money. If you walk at city center, you will be recognize and every advertisement will be changed to your eyes, to match your needs. If you get pregnant, baby related items pops-up.

But is it good or bad? Data will have power. Collecting data is not bad itself, but I think people should own their data and have access to it. And sell it, if they like to do so. But without action, marketing experts will go deeper and deeper.

Imagine having advertisement for cancer medicine. Hearing that you have cancer from machine that knows you better than you know yourself.