Big technology and artificial intelligence (AI) firms earn up to £194,000 from using the data of each UK internet user over their lifetime, according to new analysis by Web3 Foundation. The report highlights how some of the world's largest companies collect and monetise personal data to power the internet.
How Data Is Collected
The study examined a vast range of digital footprints, including search queries, clicks, location signals, online purchases, messages, uploaded images, and social media posts. Traditionally, this information has been collected via cookies and used for targeted advertising. However, the research found that data is increasingly being aggregated and analysed for newer forms of monetisation, such as building AI systems and training models.
Value of Personal Data
The report estimates that each UK and European internet user contributes up to £194,000 in inflation-linked commercial value over their digital lifetimes. Rather than pinpointing an exact amount, the modelling aims to demonstrate the scale at which the internet relies on people's data. Bill Laboon, vice president of technical operations for Web3 Foundation, told the Press Association: 'People should be aware that their data is being used and monetised by all kinds of other entities. It's a privacy issue.'
He added that while targeted advertising remains a classic example of data use, many people may not realise their data is becoming the 'lifeblood' of AI training models. Web3 Foundation, which aims to replace the current web with a user-led system, argues that individuals may be excluded from the AI systems their information helped to build.
Annual Earnings Per User
Technology giants including Amazon, Alphabet, Anthropic, Microsoft, and Meta are estimated to earn up to £1,000 annually from a single internet user. The report suggests that other growing AI firms are 'doing the heavy lifting' when it comes to using personal data and potentially earning more. Notably, US chip-maker Nvidia became the first company to reach a market value of five trillion US dollars (£3.72 trillion) last year after striking deals with AI giants like OpenAI and Oracle. Microsoft and Apple have also recently surpassed the four trillion US dollar (£2.98 trillion) valuation mark.
'As AI accelerates and data becomes even more valuable, building a more transparent, user-led internet is becoming increasingly urgent,' Mr Laboon added.
