Opinions expressed by Entrepreneur contributors are their own.

Key Takeaways

The greatest value of data is the ability to understand, predict and influence behavior. When prediction becomes influence, people can be steered while believing they’re choosing freely.

Leaders must decide where persuasion ends and manipulation begins. The same tools used to improve engagement can also cross ethical lines.

Entrepreneurs should prioritize transparent, secure and accountable AI systems with clear permissions and verifiable actions to protect autonomy and build lasting trust.

Most conversations about data focus on privacy. I believe that framing misses the larger issue. The real issue is autonomy. Entrepreneurs, executives and consumers understand that companies collect information : email addresses, search histories, loyalty card activity, location data, browsing behavior and social media engagement.…