Wellbeing & Performance Project

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Personal Data Sharing


Several examples found online proved that consumers are comfortable sharing their personal data (including health and financial data) in exchange for recommendation or benefits. 61% of people surveyed in the UK are happy with amount of personal information that they currently share, and 50% of those surveyed said that they would be willing to share more data in order to receive benefits or an enhancement in the services that were provided.

More specifically, 54% of customers surveyed in the UK said that they would be willing to share their personal data in exchange for rewards points, and 53% said that they would be willing to share their personal data in exchange for financial incentives.

The top six companies or services where consumers are currently exhibiting this behavior are detailed below. The "top" six companies have been chosen based on their estimated revenue in the industry. Many of these companies are based in the UK and in Europe.

All the companies included below are delivering value to consumers through Artificial intelligence. Artificial intelligence is the ability of a computer or a robot controlled by a computer to perform tasks that are normally associated with humans or other intelligent beings. No companies were found to deliver this value via human interaction.

1. OnBuy.com

OnBuy is described as a "better value alternative" to the retail giant Amazon. OnBuy.com, based in the UK, provides customers with recommendations in exchange for their personal data through Artificial intelligence and machine learning capabilities. The primary benefit for consumers is obtaining the receipt of reward points. OnBuy focuses primarily on "partnerships", committing to support, promote, and maximize profits. They offer low to no fee charges for those who provide some form of savings to their customers. Their products include a large variety of categories with benefits for both sellers and customers. Retailers of all kinds are increasingly leaning towards forming new partnerships with OnBuy due to the many benefits available.
The company has an estimated revenue of $10 million.

2. Apple Genius

Apple Genius also uses Artificial intelligence and machine learning algorithms to provide value for consumers. Apple combines the provided personal information from customers with the iTunes libraries of various other users who have opted the 'Genius' feature, the user's entire purchase history, purchase history from other users of iTunes, and other notable information from third party users. Apple then uses the aggregated information to develop personalized music playlists, provide recommendations on products, media, and services that the user might want to purchase in the future, and recommendations to share the company's products and services with other iTunes users. Apple Genius users are informed of the fact that their personal information will be treated according to their "Customer Privacy Policy". If the user does not feel comfortable with this, they can opt out of the Genius feature.
The company's overall estimated revenue is recorded as $264.9 billion.

3. People.io

When People.io's customers provide the company with their personal data via Artificial intelligence, they receive rewards that they can redeem for various digital services including streaming music. The company has devised a method to encourage their users to willingly share their personal information in exchange for reward credits, for the purpose of targeting ads and other marketing messages. The company specifically notes that the personal information provided by their users will not be shared directly with others. The exchange of personal data for credits has currently spread wide across the UK. The company has expanded its reach while introducing the same concept in Germany, thereby targeting over 24 million consumers. The company's primary aim is to be able to educate their customers on the value associated with their personal information and enable them to understand how their ownership of data can help them.
The estimated revenue of the company is recorded as less than $1 million.

4. Netflix

By using machine learning and an algorithm recommendation system, Netflix delivers value to their customers in exchange for their personal information. In fact, more than 80 percent of the television shows people watch on Netflix are discovered through its recommendation system. Netflix's algorithm utilizes the user's watched history, analyzes possible patterns, and helps break the viewer's "preconceived notions" of what would be best to watch next. Viewers would obtain recommendations that not only match the genres of shows they have already watched, but provides them with choices of shows that they might not have considered choosing.
The company's estimated revenue is recorded to be $11.7 billion.

5. Wealth Horizon

With the goal of matching customers' investment objectives with investors' risk capacity and risk tolerance, Wealth Horizon uses Artificial intelligence to provide users with recommendations and advice based on the personal information shared with them. More specifically, the company utilizes academic theory to create and develop portfolios that are personalized to match the requirements of their investors. The system is designed to provide their investors with "Personal Recommendation" that is based on the data provided by them. This is an automated procedure that provides their investors with advice of a certain "restricted nature".
The company has an estimated revenue of less than $1 million.

6. Betterment

Betterment is an automated investing service provider that offers individuals to optimize their investment returns. It caters to account types such as IRA, rollover 401(k), ROTH IRA, and individual. Betterment users share their personal information in exchange for benefits that include low management fees (0.25%), and access to the company's mobile app, which allows them to manage their own customized portfolio at any time and place.
The company's estimated revenue is recorded as $12 million.


The majority of consumers in the UK indicate that they are willing to share their personal data in exchange for benefits or rewards. In all the instances found, Artificial intelligence was used to deliver the value for customers, rather than human interaction. Interestingly, 61% of the UK consumers who were surveyed indicated that this is a growing trend and believe that they will be giving more of their personal data to companies for the foreseeable future.
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Preference: AI or Human Interaction?


While some information you request was not publicly available, we learned that 1 in 5 people in the UK would consider using a chatbot to make a purchase. Only 12% of people prefer chatbot interactions over human despite the speed offered by the chatbot. Therefore, we conclude that currently, people prefer human interactions. It is important to note that 75% of people in the UK have not had the opportunity to speak to a chatbot. However, AI is becoming increasingly popular with business owners and C-Level executive in industries like insurance, financial, hotels, real estate, and restaurants are already incorporating AI into their services. Since AI is experiencing tremendous growth in business, we may eventually see people feeling more comfortable using AI in the future.


One in five (21%) consumers would consider purchasing through a conversation with a chatbots. However, 75% haven't used chatbots before. Forty-three percent (43%) think brands that adopt the technology are innovative and a further 30% consider them helpful. The average amount users are willing to spend on AI like chatbots is £314 while millennials will pay up to £481!

However, there are overall concerns that using AI puts consumers privacy at risk. 64% of UK respondents believe that their government should be doing more to protect customer privacy.

In addition, only 12% of respondents in a GenPact study indicate that they prefer AI over human customer service regardless of the speed and efficiency of the chatbot. This may be attributed to the lack of human qualities possessed by the chatbot (i.e. only answering yes or no questions). It has been found that in the case of millennials, more than half will give up on an online purchase if the AI takes too long.

45% of people are likely to spend more on products if they receive good customer service. However, in person interactions are preferred (65%) because the customer gets a more personalized shopping experience.

Industries that successfully utilize AI:

Insurance AI- Allstate
In 2016 AllState developed the "AllState Business Insurance expert (ABIe)" which answers questions from agents and customers. It now answers over 100,000 questions annually. ABIe resulted in more sales for the company and earned enough revenue to pay for itself in the first year of its use.

Financial AI- Capital One
Capital One has developed a text messaging chatbot called Eno which is able to address customer questions directly to their mobile device. Eno is capable of giving the user information on their balance, due dates, and other account information. Eno has a 4.7/5 average consumer rating.

Hotel AI- Marriott International
Marriott International boasts a chatbot that can be accessed by customers via many social platforms including Facebook, and Slack, with more to come. This chatbot assists customers with researching one of their 4,700 hotels and helps customers make reservations. 44% of users received assistance with their reservations via the Facebook chatbot.
Therapy AI- Woebot
Woebot is an AI that uses Facebook Messenger to give cognitive- behavioral therapy to depressed users. Because Woebot is through a users Facebook account, the chatbot maintains privacy. The AI is also capable of finding patterns in the user's mood in order to best address the user's mental state.

Real Estate AI- Apartment Ocean
Apartment Ocean is a chatbot used in Facebook to develop client relationships. The goal of the chatbot is to reduce customer expenses and increase overall revenue for real estate companies.

Restaurant AI- Chatobook
Chatobook is also an AI that operates out of Facebook but can also utilize WhatsApp. The chatbot is most useful in booking reservations, displaying menus, and compiling customer reviews.

Although AIs are currently being successfully used in some relationship based industries. People are showing that they are not as accepting of AI in the health industry.

In survey done by PwC which was published in a news brief in April 2017, the UK was the least accepting of AI technology in an operating room with only 36% being willing to undergo surgery performed by robot. 41% of those unwilling to undergo procedures done by robot attributed their choice to the lack of human touch.


Overall, AI seems to be more accepted by the younger generations who want faster and more efficient customer service. This acceptance will increase as more chatbots arise and result in positive experiences. Companies such as AllState, Capital One, Marriott International, and more have already taken strides to incorporate AI into their businesses with very successful results. Once again, thank you for using Wonder for your research needs and let us know if you need research done in the future.