mani_di9ital The last paragraph does refer to how to avoid creepy anticipation (and you can write a whole new article about how to build trust, etc.). At the heart of it are transparency and control. Customers should be aware that a service processes their data in certain ways, to get at certain outcomes (beneficial to them — that’s why they signed up, right?). They should also feel confident that they will be asked before key actions will be taken, and that they can always change their mind. In the same pregnant teen scenario, if the girl could have been notified privately by the retailer “Hey, maybe we’re wrong, but based on what you are buying, we think you might be pregnant. If so, would you like a) discount vouchers by email / in app? Or b) to activate our offer bundle on your Amex card — get a discount automatically next time you pay with Amex in one of our stores or online? You can opt out and back in at any time.” You’d have to agree this is a lot less creepy. I was recently working with a client who is building a next-gen digital banking platform. The Amex example is actually where bank current accounts are heading in future. Features like that went down really well in customer testing. As long as there is transparency and choice around things people value, creepiness can be easily avoided. That’s why those ads that you keep seeing for the very thing you bought several weeks ago are creepy (and stupid).