Personal autonomy—the ability to make decisions independently and govern one’s own life—is a cornerstone of democratic society. The advent of surveillance capitalism, however, poses an increasing threat to this basic right. Surveillance capitalism, a term coined by Shoshana Zuboff, refers to an economic order driven by the collection and commodification of personal data for profit. Tech giants like Google, Facebook (Meta), and Amazon track users' digital behaviors, analyze them, and monetize this data not only by predicting future behavior, but also by engineering it. While this business model has enabled significant technological innovation, it continues to compromise our autonomy. The present paper examines how surveillance capitalism undermines autonomy by manipulating behavior and eroding privacy, and briefly suggests potential solutions.

Surveillance capitalism thrives on the constant harvesting of personal data, often with users only vaguely aware at best of the extent to which their actions–search queries, location data, device usage, are tracked and monetized. This constant surveillance violates individual autonomy by depriving people of control over their own data and digital life. While theoretically users may agree to such surveillance by accepting terms of service, such consent is illusory. Privacy policies are typically dense, legalistic documents that the average user lacks time or expertise to fully understand. As a result, users cannot reasonably be expected to be able to make informed choices, thereby eroding their autonomy. Surveillance capitalism not only collects data but also uses it to predict and influence behavior. Predictive algorithms are designed to push certain actions such as clicking on advertisements, purchasing products, or engaging with content, often with our knowledge. This limits autonomy by steering individuals toward decisions they might not otherwise make. Tech platforms are designed to be addictive in order to maximize engagement. Features like endless scrolling, personalized recommendations, and constant notifications are designed to keep users hooked, prioritizing the platform’s interests over the user’s well-being. This engineered habit formation leads to a loss of control over one’s digital habits, as individuals engage more reactively and less consciously in response to behavioral nudges aimed at profit maximization. Algorithms optimize content to increase time spent on platforms and take advantage of psychologically exploitative tactics such as instant gratification and social validation. As users become increasingly dependent on these platforms, their capacity for independent decision-making is weakened, further undermining their personal autonomy.

Use of tech platforms often requires submitting to extensive surveillance—whether through social media, search engines, or digital services. This dependency effectively reduces autonomy, compelling individuals to sacrifice personal freedom for access to digital life. Even opting out of social media and the like increasingly means social exclusion, as modern life and work are entwined with these technologies. As individuals increasingly become systematically stripped of control over their data, autonomy effectively becomes a luxury for the few among us who can opt-out altogether.

Privacy forms an integral part of personal autonomy, allowing individuals to develop their identity, make decisions, and engage in private activities free from external pressure. Surveillance capitalism, however, systematically invades this private space, turning personal information into a commodity. The commodification of data transforms intimate aspects of personal life into marketable assets; behaviors, preferences, and even facial expressions are harvested for profit, leaving individuals little control over how their private lives are monetized. The resulting power asymmetry grants corporations disproportionate influence over individuals who now lack control over how their personal lives are monitored and profited from.

Surveillance capitalism blurs the distinction between public and private life. Every interaction—whether it occurs on a social media platform, in a private message, or through a smart device—is liable to be tracked and harvested. This constant surveillance erodes the private sphere, a space where individuals can reflect, explore, and make decisions autonomously, free from external oversight. The knowledge that one's actions are being constantly monitored can lead to self-censorship and restricted freedom. Individuals may modify their behavior out of fear of judgment, scrutiny, or repercussions, even when their actions are legal or benign. This limits the range of choices individuals feel free to make, thereby constraining thought and expression.

While the threats posed by surveillance capitalism to personal autonomy are significant, there are several potential solutions that could mitigate these harms. The first that is apt to spring to mind is stronger data protection laws. Existing regulations, such as the GDPR in the European Union, provide a framework for protecting individual data rights, but more needs to be done globally. Companies must provide clear, concise, and accessible explanations of how data is collected, used, and monetized. Users should have the right to refuse data collection without losing access to essential digital services. Users should have greater ownership over their data, including the right to access, edit, delete, and transfer it. Empowering users to control their own data is a critical step in restoring autonomy.

The algorithms used by tech companies to predict and influence behavior are often black boxes—opaque and unaccountable systems that shape our choices with limited transparency. Greater transparency and accountability are necessary to ensure these systems respect personal autonomy. Instead of designing algorithms aimed at reinforcing addictive behaviors or manipulating users, the algorithms should be refashioned to mitigate their impact on users’ autonomy, even if this comes at the cost of engagement.

Surveillance capitalism poses a significant threat to personal autonomy by eroding privacy, manipulating behavior, and transforming everyday actions into marketable commodities. As technology continues to advance, the boundaries between public and private life are increasingly blurred, leaving individuals with less control over their decisions and actions. Ultimately, regulations alone will not suffice if there is no collective political and social will to enact meaningful change. A grassroots, bottom-up movement—demanding respect for personal autonomy from corporations and policymakers alike—is necessary to effectively address surveillance capitalism.