Why the Internet of Behaviors could be the next big threat to your privacy

• The Internet of Behaviors (IoB) is the next evolution of data tracking, analyzing every click, scroll, and search to predict and influence your choices by leveraging advanced AI and behavioral science to go beyond simple personalization.
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• Your smart devices and apps collect data on what you do, which is then stored, analyzed, and used to tailor ads, recommendations, and experiences to influence your actions.
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• From social media algorithms and streaming recommendations to retail tracking and finance, the IoB impacts everything—often crossing the line between helpful and intrusive.
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• Privacy risks, data biases, and potential social credit-like scoring mean that your personal data is more exposed than you think, with potential consequences for access to services and opportunities.
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• In the future, IoB could go beyond recommending products. It could shape narratives, control opinions, and even create digital twin personas that mirror your behaviors, predicting your every move.
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• To take control of your online footprint and enhance privacy, limit tracking, lock down your settings, and opt for a VPN download to reduce your exposure.

Imagine every click, scroll, and online purchase becoming part of a digital puzzle. The pieces are collected by companies looking to shape your online experience—and maybe even influence your decisions. That’s the world of the Internet of Behaviors (IoB). And while it might sound like sci-fi, it’s already here, quietly working behind the scenes as you go about your daily routine.

Right now, IoB is mostly used to personalize your shopping recommendations or enhance your social media feeds. But its implications go far beyond convenience. Consider a future where every action you take online could predict the next product you’ll buy, the news you’ll read, or even the political candidate you’ll support. These data-driven predictions will shape how you see and engage with the world around you.

So, how is all this data collected? And more importantly, what can you do to stay ahead of the curve as the IoB continues to evolve? Keep reading to find out. 

Jump to…
What is the Internet of Behaviors and how does it work?
The real-life applications of IoB
IoB’s ethical concerns
IoB and the future of privacy
How to protect yourself from IoB tracking
Balancing convenience and privacy

What is the Internet of Behaviors and how does it work?

If you’ve ever wondered how an online ad seems to know exactly what you’re thinking about buying, you’ve caught a glimpse of the IoB at work. The IoB is like the next generation of the Internet of Things (IoT). While the IoT connects physical devices—think smart speakers, wearables, or home security systems—the IoB takes it one step further by using the data collected to predict, influence, and even alter behaviors.

Unlike previous systems that only tracked data for basic personalization, the IoB leverages advanced AI and machine learning to understand and anticipate your future actions. This means that the IoB knows what you’ve clicked on and can predict what you’ll want next before you even realize it.

The IoB also thrives on data. Every online interaction—whether it’s the videos you watch, the products you click on, or how long you hover over a particular post—feeds into a detailed behavioral profile. This profile is then used by companies to understand your habits, preferences, and potential future actions. In other words, your every click, scroll, and tap is a data point that could shape how brands, advertisers, and even governments respond to you.

How does the IoB build on the IoT?

The IoT set the stage by connecting our devices to the internet, creating a constant flow of data. Smart thermostats adjust the temperature based on your preferences, fitness trackers monitor your health, and shopping apps track your purchases. These devices collect data and then they send it to the cloud, where algorithms analyze your behaviors. Enter the IoB that interprets this data.

The IoB takes all this raw information and applies behavioral science, artificial intelligence (AI), and machine learning to it. Say, for instance, your fitness tracker notices a pattern: you exercise more on weekends and snack more on Mondays. A company leveraging IoB could use this information to push healthy snack ads or wellness app suggestions to you at specific times, right when you’re most likely to be influenced. 

8 ways the IoB tracks and influences your daily decisions 

From what you see on social media to what ends up in your shopping cart, the IoB’s influence is far-reaching. While the goal might be to tailor content and improve convenience, it often walks a thin line between personalization and manipulation. Here’s how it’s likely playing out across different corners of your digital life:

1. Social media algorithms

Every time you scroll through social media, you’re being watched. Platforms like Facebook, Instagram, and TikTok don’t just track your likes or the posts you share. They also monitor how long you pause on a video, the comments you read, and even what you hover over before you keep scrolling. This goes beyond traditional tracking by using AI to anticipate your next move and keep you engaged longer. In-turn, this creates an in-depth behavioral profile that goes far beyond “likes” and “dislikes.”

The IoB then uses this profile to predict what content will keep you most engaged. While this means you’re more likely to see posts that align with your interests, it also creates echo chambers—where you only see content that reinforces your existing beliefs. For example, if you like posts about a certain diet, suddenly your feed is filled with content and ads about that lifestyle. This might seem harmless until you consider how echo chambers can influence your worldview, political opinions, and even the products you end up buying.

2. Content recommendations

If you’ve ever binged a show on Netflix or had Spotify suggest the perfect playlist for your mood, then you’ve experienced the power of IoB at work. Streaming platforms analyze your viewing and listening history, right down to the genres, artists, and even the times you tend to stream. But it goes further: They track how long you watch a series before switching to something else, or if you skip through certain songs in a playlist.

This behavior is then used to recommend content they think you’ll enjoy, and the more you engage, the more refined these suggestions become. While it might feel like your favorite streaming service “gets you,” it’s all about keeping you glued to their platform as long as possible. 

3. Online shopping and spending

Ever added a pair of shoes to your online shopping cart only to have ads for those shoes follow you around the internet for days? That’s the IoB working its magic. Online retailers use your browsing history, purchase patterns, and even the time you spend on certain product pages to predict what you’re likely to buy. But it’s not just about offering you what you want—it’s also about when and how to push you to buy.

Retailers use psychological triggers like scarcity (“Only 3 left!”) or urgency (“Sale ends in 1 hour!”) to influence your shopping habits. These tactics are based on your own behavior, collected and analyzed by IoB algorithms to figure out the best way to get you to hit “Buy Now.” Every search, every wishlist item, and every abandoned cart result in shopping experiences that are hyper-personalized—but they’re also designed to make sure you spend as much as possible.

4. Retail tracking 

And it’s not just online shopping that’s being influenced by the IoB. Brick-and-mortar stores are also using behavioral data to understand how you shop. Motion sensors, cameras, and even Wi-Fi signals can track how you navigate a store, which displays grab your attention, and how long you spend browsing. This data helps retailers rearrange store layouts, adjust promotions, and even send you personalized offers to your phone as you shop. 

5. Health, wellness, and beyond

Wearables and health apps collect a wealth of personal data—like your activity levels, heart rate, sleep patterns, and even what you eat. What’s new with the IoB is that this data is now used to predict your behavior and influence health choices at times when you’re most likely to take action. At first glance, it seems like a positive tool to help you stay healthy. But companies are using this information to suggest behaviors, like nudging you to move more or reminding you to hydrate.

Now consider how insurers are getting involved. They might use the data from these devices to adjust your premiums based on your health habits. If you’re active and meet certain health metrics, you could score a discount on your policy. But if your tracker reveals risk factors or unhealthy habits, it could mean higher costs. The IoB is shifting from simply tracking your lifestyle to directly influencing your health choices—and potentially your wallet.

6. Workplace monitoring 

The workplace is not exempt from IoB tracking either. Companies are increasingly using software to monitor how employees work—whether it’s tracking keyboard activity, measuring time spent on specific tasks, or analyzing patterns to optimize workflows. While the goal might be to boost productivity, this level of tracking can feel like Big Brother is watching your every move, with the potential to impact your day-to-day work life and privacy.

7. Gamification 

You might think of gamification as a way to stay motivated, like earning points for working out or keeping up a streak on a language-learning app. But behind the scenes, the IoB is at work. These apps track how you engage—when you’re most active, what rewards you respond to, and even what notifications get you back on track.

The goal? To use behavioral nudges to keep you coming back, whether it’s to boost your step count, learn more vocabulary, or make healthier choices. While gamification can help build good habits, it’s also a method of collecting data about what motivates and engages you, often guiding your actions without you realizing it.

8. Finance and Lending 

It’s easy to think of IoB as just something for shopping or social media. But in the world of finance, your online behavior could be shaping your creditworthiness. While traditional lending relies on credit scores, some companies are exploring IoB to assess risk factors. They might look at your online behavior—like social media activity, purchase history, or smartphone usage—to build a more detailed picture.

These alternative data points can help lenders decide whether to approve a loan or what kind of rates to offer. On one hand, it opens doors for those with limited credit history. But on the flip side, it raises concerns about privacy and fairness, especially if you’re judged by data you didn’t know was being collected.

The ethical concerns: Where does IoB cross the line?

You might find that the Internet of Behaviors enhances your life; after all, companies can show you products you’re actually going to buy. But it’s also raising a lot of questions about privacy, data use, and control. At what point does helpful become intrusive? 

Privacy risks: You’re more exposed than you think

As Lauren Hendry Parsons, Privacy Advocate at ExpressVPN, highlights, these questions aren’t hypothetical. “The Internet of Behaviors presents a new frontier of data collection, where the line between personalization and manipulation will increasingly blur. It’s crucial that we, as consumers, demand transparency and take steps to safeguard our personal data before it’s too late.”

Every time you check your location, tag a friend or even smile for a selfie, you’re sharing more than you think. IoB technologies don’t just track the obvious data—like your shopping habits or favorite shows—they go deeper. We’re talking about tracking everything from your location and facial expressions to how you interact with specific content. The power of AI means it can predict what you’ll do next and shape your choices accordingly.

All this data is collected and stored in massive databases, making it vulnerable to breaches, leaks, or unauthorized sharing. Even if companies claim they’re keeping your data safe, the risk of that information falling into the wrong hands is real. And once it’s out there, you can’t exactly hit “undo.” Imagine your most personal behaviors, movements, and preferences available for anyone to access or exploit. That’s the dark side of IoB—and it’s already happening more than most of us realize.

Even if companies claim they’re keeping your data safe, the risk of that information falling into the wrong hands is real.

For example, consider Facebook’s infamous Cambridge Analytica scandal. Personal data from millions of users was collected without their consent and used to predict and influence voting behavior during elections. Suddenly, what seemed like harmless likes and shares became a powerful tool to manipulate public opinion. The scandal revealed just how vulnerable our data is—and how it can be weaponized without us ever realizing it.

Data bias and discrimination: Are algorithms really fair?

There’s a side to the technology that’s less talked about: bias. Algorithms learn from data, and if that data carries societal biases, the algorithm will carry them, too. For example, some facial recognition technologies have been found to misidentify people of certain racial backgrounds more frequently than others. This can have real consequences, especially when decisions are made based on this flawed data.

Imagine if job applications were screened using IoB data that unintentionally favored certain demographics over others. Or if predictive policing algorithms, which have been criticized for reinforcing racial stereotypes, were used to influence where law enforcement should focus their efforts. These biases can perpetuate inequalities and reinforce stereotypes, making it harder for certain groups to access opportunities and fair treatment.

“While the Internet of Behaviors offers convenience, it raises significant ethical questions. When behavioral data is used to influence people’s decisions without our explicit consent, it can lead to manipulation and biased outcomes,” notes Hendry Parsons.

The social credit dilemma: Could IoB shape your reputation?

Consider how financial institutions and insurance companies are starting to use IoB data to evaluate your “trustworthiness.” Your online behavior—like what you buy, which sites you visit, and even your social media posts—could be factored into decisions about loan approvals, insurance rates, or eligibility for other services.

For example, imagine that you apply for a mortgage, and instead of just considering your credit score, the lender analyzes your browsing history. Do you spend time on gambling websites, have a habit of impulse buying, or engage in online discussions about financial difficulties? All of these behaviors could impact how “risky” you seem as a borrower. Even dating apps are exploring ways to use IoB data to pair people based on not just their interests but their entire online personas, judging compatibility based on habits, beliefs, and even spending behaviors.

This sort of scoring system blurs the line between what’s considered private and what companies feel they have a right to know. What starts as a way to predict behavior can turn into a tool for judging and shaping it. And once you’ve been categorized, it can be hard to shake off that digital label, whether it’s fair or not.

IoB and the future of privacy: What could happen next?

So far, we’ve covered how IoB tracks, influences, and even categorizes your every move. But what happens when the algorithms don’t just predict your actions—they control the narrative? With more data at their fingertips, companies, governments, and other entities have the potential to shape more than your shopping habits. They can shape your opinions, beliefs, and ultimately, your worldview.

As Hendry Parsons explains, “This potential for IoB to shape narratives and influence our worldview is not just a hypothetical concern—it’s a reality we’re beginning to see unfold. With IoB, the power to control information could be in the hands of those who hold our data. So protecting our digital autonomy is more important than ever.”

Companies might control the narrative

We’re used to the idea of IoB nudging us toward certain choices—whether it’s the next song on a playlist or a “recommended for you” article. But the future might go beyond these little nudges. Imagine if companies start using IoB not just to predict your behavior but to actively shape it. Right now, your browsing habits might influence the ads you see. 

What makes this the next evolution is the ability to use advanced AI and machine learning to analyze deeper patterns in your behavior, across multiple devices, in real time. This gives companies the power to not only predict what you might want but to actively steer you toward specific decisions—on a much larger scale.

But what if it went further, with IoB influencing how you think and feel about broader topics like politics, health, or social issues? Say a company wants to push a certain viewpoint. With enough behavioral data, they could tailor your online experience to subtly steer your opinions in a certain direction—showing you content that confirms their narrative while filtering out opposing perspectives. It’s the ultimate power play: not just selling you a product but shaping your beliefs. And it’s not just companies. Governments could also use IoB to influence public opinion or control social narratives. What you read, watch, and share could be fine-tuned to fit a desired agenda, creating a world where every piece of content is carefully curated to guide you down a specific path.

The rise of digital twin personas

Now, take it a step further: What if all your IoB data—your behaviors, likes, dislikes, routines—were used to create a “digital twin”? Not just a profile with your interests, but a fully-fledged replica designed to predict not just what you like but what you’ll do next. Imagine a virtual version of yourself that knows your patterns so well it can anticipate your decisions before you even make them.

This digital twin could be used for testing purposes, determining how you might react to certain content, products, or even people. Brands could run simulations using your digital twin to find the perfect way to market a new product to you. Governments or political groups could use these twins to test strategies for gaining support or influence. And all this is done without your active participation—it’s all happening in the background, based on the data you’ve already given away.

The concern here is that you might lose control over your own narrative. If your digital twin is being used to test and refine ways to influence you, personalized recommendations are only the beginning. It creates a mirror-image version of you—one that companies can use to perfect their strategies and steer you toward decisions you may not have made otherwise.

How to protect yourself from IoB tracking

While the Internet of Behaviors might seem all-encompassing, you don’t have to accept every intrusion into your personal data. Being proactive about your privacy can help limit how much of your behavior is tracked, collected, and used. Here’s how you can start taking control.

1. Lock down your privacy settings

First things first: Monitor device and app settings. Every app or smart device you use has privacy settings, often tucked away in menus you’ve never opened. Tighten these settings wherever possible. Reduce tracking permissions—like location access, microphone usage, and app activity tracking—by only allowing them when necessary. And take a moment to review your social media privacy settings. Limit who can see your posts, who can interact with you, and what data third-party apps can access from your profile.

2. Minimize tracking permissions on your devices

When apps request permissions—whether it’s to access your location, contacts, or camera—ask yourself: Is this necessary for the app to work? Many permissions aren’t required for the core functionality and are just a way for the app to gather more data about you. Turn off any permissions that aren’t vital to your experience. And remember to periodically review these permissions as they can change with updates.

3. Use tools that limit data sharing

Not all your online activity needs to be an open book. By downloading a VPN from ExpressVPN, you can anonymize your data by hiding your IP address and encrypting your internet connection. This makes it harder for third parties to track your online behavior or connect it back to your identity. 

Additionally, private browsers or browser extensions—such as DuckDuckGo, Brave, or privacy-oriented plugins—can help reduce tracking by blocking third-party cookies, fingerprinting, and data collection. They’re designed to minimize the traces you leave behind online.

4. Be cautious about what you share online

The IoB thrives on data—so the less it has to work with, the better. Before posting on social media or signing up for an online service, think carefully about what you’re sharing. Personal details like your location, routines, or even seemingly harmless likes and interests can all feed into your digital profile. What you engage with, who you follow, and the kind of content you click on—can be used to build a detailed profile.

5. Stay up to date on privacy policies and terms

Yes, they’re long, and yes, they’re boring. But privacy policies and terms of service spell out how your data is used and shared. When you sign up for a new service or app, take a minute to understand what you’re agreeing to. Many services offer “opt-out” settings for certain kinds of data collection, so knowing your options can help you take control of what’s being tracked.

6. Monitor and clean up your digital footprint

A big part of protecting yourself from IoB tracking is actively managing your digital footprint. Regularly check what accounts you’ve created, what devices are connected to your online profiles, and what information is publicly available. Deactivate or delete any unused accounts and consider scrubbing old posts or data that no longer reflects who you are or what you want out in the open.

The bottom line: Balancing convenience and privacy

Sure, the Internet of Behaviors makes life convenient. It’s easier to find that next binge-worthy show or score a flash sale on the perfect pair of shoes. But every personalized recommendation comes at a cost—your privacy. And possibly even your autonomy. The more connected we become, the more that balance between convenience and control starts to tip.

You don’t have to throw away your devices or go completely off-grid. The goal isn’t to alarm you—it’s to empower you. Understanding how the IoB collects and uses your data is the first step to making informed choices. How much of your digital life are you willing to hand over? Are you okay with a system that not only predicts your behaviors but could influence your decisions without you realizing it?

At the end of the day, the IoB is about trade-offs. You can enjoy a more personalized digital world, but it means being aware of how your data is being used—and who is benefiting. Take the steps you need to protect your privacy, and always question whether the convenience of those tailored experiences is worth what you’re giving up.

“The reality is this takes effort and will add friction to your online world,” says Hendry Parsons. “The real question is whether we’re comfortable trading our autonomy for ease. Convenience is incredibly alluring for all of us, but it’s vital to recognize the long-term impact these kinds of concessions have on our personal privacy over time. Awareness and proactive privacy measures are key to maintaining control over our digital lives, and I encourage everyone to be proactive around addressing this issue.”

Stay informed, stay vigilant, and most importantly, stay in control of your online presence. The IoB is here, but how much it shapes your life is ultimately up to you.