Data inferred by AI: The New Threat to Consumer Privacy

Artificial intelligence is inaugurating a new era of privacy risks: the inferred data. Unlike the information you provide consciously when filling out a form, this data is deducted by algorithms from your digital habits — such as visited sites, purchased products, and location — generating profiles that can reveal your race, health condition, or income range, often without your knowledge or consent. This practice, exploited by companies to customize offers, also opens doors for discrimination in sensitive areas such as employment and credit.

How can AI infer personal data? Methods and techniques

The ability to infer sensitive information comes from the processing of large volumes of behavioral data. Machine learning algorithms identify correlations between apparently harmless variables (such as a history of purchases of certain medicines or neighborhoods) to deduce legal protected characteristics. According to [Bloomberg Law] (https://news.bloomberglaw.com/us-law-week/ai-powered-inferred-data-poses-new-threats-for-consumer-privacy), these inferences can be as accurate as declared data, but without the necessary transparency.

What are the real dangers for the Brazilian consumer with inferred data?

The greatest danger lies in the use of these profiles for automated decision making. An insurance company can, for example, infer that you have a chronic health condition based on your online research and increase your award. Similarly, an employer could use inferred data to exclude candidates based on race or religion — something that Brazilian law prohibits, but which becomes difficult to contest when the decision is based on an AI 'palpite'.

What does LGPD say about data inferred by AI?

The General Data Protection Act (LGPD) requires transparency and consent for the processing of personal data, but the data inferred are still in a gray area. The National Data Protection Authority (ANPD) has been focusing on the subject, but there is no specific regulation requiring companies to reveal how algorithms reach those conclusions. Meanwhile, experts recommend that consumers monitor apps permissions and review privacy policies. It is worth remembering that even giants of technology are aware of these risks: Microsoft, for example, defends an AI that amplifies human intelligence without compromising privacy, but the reality of the market does not always follow this ideal.

Frequently Asked Questions about AI data and privacy

What are inferred data?

It is information deduced by algorithms from indirect data, such as navigation patterns, purchases and location, which may reveal sensitive characteristics without the user having explicitly provided them.

Can companies use inferred data to deny credit or employment?

Yes, this practice is already common in the United States and can reach Brazil. Algorithmic discrimination is a real risk, and the lack of transparency makes it difficult for consumers to take decisions based on inferences.

How can I protect myself against data inference?

Reduce online tracking using privacy-focused browsers, block third-party cookies and review application permissions. Require companies to be transparent about the criteria used in automated decisions.