Recently, a number of cleared mergers have resulted in the concentration of massive data sets that contain private information about consumers, known as big data. Added to these concentrations is the trending phenomenon of Artificial Intelligence which, by using big data, makes possible an algorithm-driven economy that perfectly discriminates between consumers in circumstances where big data is available to only one side of the transaction. The issues arising from these developments can remain abstract and unimportant until people are themselves directly affected. In order to address this, enforcers need to act now and take a long-term approach to assessing the impact on aggregate consumer welfare of collusion, abuse of dominance, and mergers that result in the concentration of big data.
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