I think many attribute a great deal of intent to a series of decisions taken over decades by different individuals, which eventually snowballed together.
It is true that United States agencies funded technology companies from the beginning when they believed those companies could serve key national security interests. A simple example is DARPA’s interest in whether tracking individuals online was possible. Research grants in this area helped create what later became Google.
The situation we face today is the result of many factors that emerged at different times for different reasons. The Patriot Act was signed in response to 9/11 and expanded surveillance tools. This effectively marked the beginning of the commoditization of data, which later spread into the advertising industry. Once these tools proved profitable, companies that chose not to use them were placing themselves at a competitive disadvantage. Better ad targeting meant higher profits, and this quickly became the norm.
At the same time, European companies failed to produce a viable response to Apple and Google’s mobile operating systems. American companies rapidly took over the market through network effects, while limited public investment further undermined European competition. The euro crisis and the immigration crisis were also significant factors during this period.
As surveillance became more effective and more invasive, profits increased. However, it was not until Brexit that a disastrous side effect of these capabilities became widely visible. Targeted advertising proved particularly effective at persuading people to vote against their own interests.
The dynamic is simple. When advertising targets society as a whole, advertisers are forced to be more consistent and truthful about the substance of what they are promoting. A large audience can collectively judge whether a product or message is misleading. With targeted advertising, this accountability weakens. Advertisers can exploit personal insecurities, recent conversations, and life events. They can show different messages to different people, often without anyone else seeing them. This makes it difficult for large groups to organize effectively when the information they receive is fragmented, misleading, or partially false. The result is confusion, hesitation, and impaired judgment.
All of this developed through the accumulation of many forces over time. There was always substantial money involved, but many older politicians did not recognize the threat posed by these systems. As a result, lobbying efforts successfully prevented the breakup of major corporations. It is also important to note that we still lack reliable ways to measure their true power. While these companies are now among the richest in the world, they were not at that level in 2016 or earlier, yet they already posed significant risks. At that time, the mechanisms of influence were far less visible than they are today.
The evolution of data collection into automated AI driven surveillance was something few could have predicted after Brexit. Consequently, safeguards were not implemented in time. GDPR was a positive step and, to some extent, a response to widespread abuses by companies engaged in data collection. For a brief period, the European Union successfully identified the problem and enacted legislation that constrained similar operations.
However, a core issue remains and continues to drive many current problems. European countries, whether because they viewed the United States as an ally or because they failed to classify modern communication platforms and data protection as matters of national security, did not create meaningful competition to United States based technology companies. This failure has only worsened the situation. The larger a human organization becomes, the more tyrannical it can grow without consequences, and in practice, this is often exactly what happens.