Antony West (Author)

In an age saturated with information, data is the new currency. But beyond mere collection, the sophisticated analysis of this data—predictive analytics—is increasingly used to understand, and even influence, human behaviour. From the products you’re shown online to the news articles you see, algorithms are constantly at work, predicting your next move, your preferences, and your opinions. This raises profound questions about individual autonomy and the extent to which our choices are truly our own. Are we simply responding to calculated nudges and personalised content, or are we actively shaping our own paths? The more data points about us exist, the more accurate these predictions become, blurring the lines between influence and control. How much do you think data already controls our daily choices?