The Government Is Not the Only One Watching Us

So is the business world!

This article is not primarily concerned with spiritual or religious matters, except for the fact that it relates to the end times as described in Scripture.

We are all aware of the many cameras watching us—traffic cameras, weather cameras, security cameras in stores, dash cams, and even home security systems that record people walking or driving through our neighborhoods, to name just a few examples.

In the past, I wrote an article about ESG scores (October 2023) being attached to all of us. These scores measure how well we conform to certain ideas of being responsible citizens regarding Environmental, Social, and Governance standards. The higher your score—based on their standards—the more rewards and perks you may receive, such as lower interest rates on loans. Lower scores could result in penalties or restrictions, and some have suggested that such systems could eventually be used to limit travel privileges or other opportunities.

This time, however, it is big business that is watching, monitoring, and calculating in order to offer perks, special deals, or even increase the prices of what you purchase.

How is this done?

It is accomplished by tracking and recording your activities whenever you use a credit card, provide your cell phone number, share your email address, or even disclose your home address. Businesses collect information about what you buy, what you consider buying, what you search for online, and the specific stores and businesses you visit.

What do they do with all this information?

One thing they can do is determine the price you pay for a product or service. If you are known to be a frequent spender who rarely shops around, looks for sales, or clips coupons, you may end up paying a higher price than someone who does.

This practice is often called personalized pricing. Personalized pricing is a business strategy that adjusts prices based on individual customer characteristics and behavior. Complete article: https://www.techtarget.com/WhatIs/feature/Personalized-pricing-explained-Everything-you-need-to-know. 

Another method is dynamic pricing, which uses artificial intelligence and machine learning to determine when prices should rise or fall. The cost of goods and services can change for many reasons, including demand, and prices may fluctuate multiple times in a single day. Dynamic pricing is legal and differs significantly from price gouging. Complete article: https://money.usnews.com/money/personal-finance/articles/what-is-dynamic-pricing

Machine learning itself is a branch of artificial intelligence that enables computer systems to learn from data, identify patterns, and make decisions without being explicitly programmed for every situation. Advances in machine learning and deep learning have greatly expanded businesses’ and organizations’ ability to analyze large amounts of consumer data…Wikipedia

Why should Christ-followers be concerned about these developments?

Because Scripture reminds us to be aware of our enemy—Satan and his forces—and to understand the strategies used to oppose God’s purposes, by recognizing the spiritual challenges around us, we are better prepared to stand firm in our faith.

Technologies such as these can certainly be beneficial tools. However, they can also be used in ways that divide people, damage relationships, create conflict among friends and family members, and contribute to discrimination against the poor. They may lead to unfair pricing practices, questionable business decisions, and increasing levels of regulation that often hurt more people than they help.

The misuse of these technologies is just one of many tools that could be employed by the spirit of the anti-Christ to oppose God’s people and encourage sinful behavior.

Some believers conclude that God does not want us to use such technologies and that they are inherently evil. Others take the opposite view and say, “We might as well use them because there is nothing we can do about them.”

Personally, I believe God calls us to understand the enemy, recognize his methods, and be aware of the dangers we face. We should seek wisdom and guidance from the Holy Spirit, pray diligently, and use technology responsibly. More challenges and deceptions are coming, and believers must be prepared to stand firm in the faith.

The future may include increasing efforts toward global governance, a unified world religion, centralized financial systems, and ultimately the rise of the anti-Christ described in Scripture. Along with these developments will come suffering, conflict, and turmoil before the return of our Lord.

Be watchful. Be prepared. And look up, for our redemption draws near.