New features on cars and phone apps can track where you go, when and how fast—among many other things. Here’s what to do about it.
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Your car is watching you. What can you do to stop it?
Many vehicles today and their related phone apps are packed with safety and convenience features, including digital maps, navigation linked to GPS and the internet, remote starting and vehicle locaters to find your car in a crowded parking lot. Many also have microphones for voice control and some have cameras that detect who is driving to adjust things such as the seat.
But those features and others can have a dark side: Many can track where you go and when, how fast you drive and how hard you brake, where you park and spend time, even what music or podcasts you listen to. Such information can be a gold mine for marketers and insurers—and a target for hackers.
Privacy researchers say car buyers may not realise they agree to have such data collected by the automaker when they sign the papers for a new vehicle or use the carmaker’s phone app.
The Mozilla Foundation, a technology-focused nonprofit, examined the privacy practices of 25 car brands. Its conclusion: “These are the worst of any [product] category we’ve reviewed,” says Jen Caltrider, director of the group’s Privacy Not Included program. Among its findings are that most carmakers collect personal information, give customers little control over it, and may sell or share it with others.
Privacy experts say they also are concerned about provisions in car-maker privacy policies that allow them to share driver information with law-enforcement authorities under certain circumstances—sometimes without a warrant.
On May 14, the Federal Trade Commission told vehicle makers that it was monitoring their actions regarding car data. “Cars are much like mobile phones when it comes to revealing consumers’ persistent, precise location,” the agency said in a blog post. It added that companies “do not have the free license to monetise people’s information beyond purposes needed to provide their requested product or service….”
The car industry says that the combination of vehicle data monitoring, GPS and wireless communication—a field known as telematics—provides important features, some of them safety-related. Some systems can detect when you’ve been in an accident and call emergency services, or locate a car if it’s stolen. They can help you avoid a traffic jam or potential road hazards. Cars also can give you maintenance reminders, such as when a vehicle needs an oil change or new tires, and allow the carmaker to track the durability and function of certain components for future improvements.
A vehicle-industry trade group in 2014 issued voluntary guidelines for the collection and use of car data. The group, now called the Alliance for Automotive Innovation, says its members should give car owners and lessees choice in the “collection, use and sharing” of certain information and that this information should be collected “only as needed for legitimate business purposes.”
Some privacy groups, however, say the voluntary guidelines aren’t specific enough and aren’t always followed.
“It seems like an empty promise,” says Thorin Klosowski, a security and privacy expert with the nonprofit Electronic Frontier Foundation. “Car companies are becoming tech companies. Self-policing hasn’t been shown in other tech industries to be a reliable way for companies to operate.”
What is needed, according to these experts, is a federal privacy-protection law along the lines of the European Union’s General Data Protection Regulation. The car industry, for its part, also backs a federal privacy law , in part to have a nationwide standard as a number of states have adopted their own, differing laws.
Most carmakers issue their own lengthy privacy policies stating how they collect and disseminate car data. Some state that they can share or sell the information to third parties including marketers if the car owner agrees to it.
Among the six biggest sellers of vehicles in the U.S., Ford Motor says customers can turn off data and location sharing with the company. It says it “doesn’t sell any connected-vehicle data to brokers, period.” General Motors says it is “fostering trust through responsible data practices, enhanced user controls and clear benefits for customers.” Toyota says it gives customers “transparency and choice” in how vehicle data is collected and used and that they can “turn off all data transmission.”
Stellantis, owner of Chrysler, Dodge and Jeep, says any data it collects “is in accordance with applicable state privacy laws . Accordingly, Stellantis provides customers with a way to opt out of data collection.” Honda says it is “very clear about what we collect and how our owners can opt out” and “when we might share collected data with third parties.” Hyundai declined to comment and deferred to the Alliance for Automotive Innovation for a response.
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AI-powered travel agents are challenging online booking platforms, but Airbnb’s exclusive listings and direct customer relationships could give it an edge. Its next challenge: turning repeat guests into loyal customers through stronger rewards and innovation.
3 min
AI agents like Muse can already find you the cheapest hotel room in Paris. But they can’t locate a cheaper version of that Catskills cabin you’ve been eyeing, because it might only be available on Airbnb ABNB -1.43%decrease.
Investors should pay attention to that distinction. When Meta Platforms META 3.38%increase launched its Muse agent last month, travel stocks including Booking Holdings BKNG -1.19%decrease, Expedia and Airbnb all fell sharply.
Airbnb, though, has a real chance to emerge as a winner from the upheaval. The catch: Its stock already reflects above-industry growth. To justify its valuation, Airbnb will need to turn repeat customers into loyal ones.
Online travel companies make much of their money by simplifying search and collecting fees on bookings. AI agents threaten that model.
But not all travel marketplaces are equally exposed. Booking and Expedia largely sell hotel rooms that travelers can also book directly or through competing sites. If an agent can find the same room elsewhere, it has little reason to favor either Booking or Expedia.
Booking and Expedia also sell sponsored listings that steer travelers toward particular properties. Wells Fargo estimates those will account for about 8% of Expedia’s revenue and a much higher percentage of profit next year.
Airbnb has more ways to adapt. More than half its listings are available only on its platform, and more than 90% of its traffic comes directly to its app or website.
The customer relationship doesn’t end after booking, either. Bernstein analyst Richard Clarke notes that 90% of Airbnb guests go on to message their hosts about arrival times, keys or local taxes, giving Airbnb a connection to both sides of the transaction.
How the companies have responded to the possible agentic future is telling.
Expedia quickly signed on as a Muse partner. Airbnb hasn’t, and Chief Executive Brian Chesky says AI chatbots have so far been a boon, sending customers to Airbnb’s website.
Chatbots might work for buying paper towels, he quipped at a Skift conference last month, but people enjoy planning trips. He argued that browsing dozens of homes isn’t something a text-based chatbot is well suited for.
Still, the AI jitters arrived just as Airbnb was persuading investors it deserved its pricey multiple. For years after its 2020 initial public offering, the stock—which trades around 25 to 30 times forward earnings—went nowhere. Investors saw a mature operator trading at a growth premium.
This year, Airbnb growth seems to be accelerating. The stock jumped in August after the company raised its full-year revenue-growth guidance with its second-quarter results. Wells Fargo analyst Ken Gawrelski credits a run of product improvements under a revamped leadership team.
Among the changes: letting guests reserve now and pay later, adding hotels, and a redesigned home page and app. Investors were also betting on what comes next, including thousands more hotels, car rentals and, eventually, advertising.
The irony is that some of those growth drivers push Airbnb closer to the kind of business Booking and Expedia run—the kind of business AI agents could threaten. Even if AI agents capture a large share of travel planning and booking, Airbnb would capture the demand. But it and others would slowly lose control over how customers find and choose properties.
That would undermine the advertising opportunity investors are counting on. The bigger point for Airbnb and other marketplaces is that losing control of customer acquisition could mean surrendering some of their pricing power and margins.
To bulletproof itself, Airbnb might look to another e-commerce giant that has so far kept AI agents at arm’s length: Amazon.
Like Amazon, Airbnb has a loyal customer base and hard-to-match supply. But it has nothing like Prime membership to make customers think twice before taking their business elsewhere.
That is where loyalty comes in. Business travelers stick with Hilton or Marriott because enough nights earn them perks. Leisure travelers rarely accumulate stays with one chain. Airbnb has millions of listings and plenty of repeat customers, but no broad rewards program. It has begun experimenting with credits on hotel stays, but it should make loyalty a priority, not just a promotion.
Airbnb also plans to launch its own AI agent next year. But travelers using an agent might still want it to search Airbnb, Vrbo, Booking and hotel websites alike, rather than limit itself to one company’s inventory.
Eventually, Airbnb might have to strike deals with agent makers, using its unique homes as leverage to negotiate favorable terms, says Gawrelski. Such deals, along with rewards for loyal guests, could over the long term eat into the company’s roughly 13% take rate, he adds. But if they bring in enough additional bookings, the trade-off could be worthwhile.
History offers a reason not to panic. The shift from desktop to mobile unsettled investors in Alphabet and Amazon, but both emerged as major beneficiaries. Companies with valuable assets can come out of a platform shift stronger, if they adapt quickly enough.
Airbnb has homes the bots can’t easily replace. Now it needs to give guests a reason to insist on booking them there.
