Is data abundance and too much transparency leading brands to discriminate between consumers? Are consumers paying a high price to curate their online selves?

Technology has allowed brands privy to information about the customer, which the brands have used effectively to their own advantage, in the guise of providing better and personalized services.

Not that consumers aren’t wary of this fact, which is why many now prefer to go incognito. Consumers want a fair deal. They demand the right to live free from social expectations.

Anonymity was always considered to be something sinister, especially in the web world. We have all been witness to anonymous or pseudonymous communication social platforms (Whisper, Snapchat and Yik Yak) plagued by abuse and harassment.

In 2017, we will see a major shift in mindset. Technology will make us believe that anonymity is a bliss. AI has developed several platforms that will enable us to weed out the negativities that surround anonymity. Eventually, it will empower the consumer. It will allow consumers to take control of how they express their identity online.

Emerging technologies will fuel the next revolution in this space, offering freedom, fairness and a new perspective laced with anonymity. Consumers will no longer be trapped in the world of algorithms. Enabling brands to unbiased slotting and segmentation, and offering purchase suggestions and prices pre-selected for them. For instance, Antipersona lets users see Twitter through the eyes of other users.

We will see consumers embrace tools and platforms that will liberate them from their ‘real’ identity, to discover the ideas, options and value that await them, and that are made possible by going INCOGNITO.

This trend isn’t about being invisible or about accepting age-old prejudices. Instead, it’s about empowering consumers to take control of how they express their identity online. Think about circumstances in which that control is most useful; see how the

Emerging technologies will fuel the next revolution in this space, offering freedom, fairness and a new perspective laced with anonymity. platform and Blind social network are applying it to the world of work.

Brands will have to wake up to the fact that the identity of the consumer is no longer important and relevant, and everyone will have to be treated the same way.

It will be one price, one experience and one service for all consumers, and brands better oblige!

#3.1 BLIND

Blind is an app that allows corporate employees - verified with their company email address - to vent concerns and vote in polls anonymously. The service was first available in South Korea, where it is now used by teams from over 1,500 companies. As of August 2016, the US version has 15 per cent of all Yahoo employees and 10 per cent of all Microsoft employees, alongside staff from LinkedIn, Uber, Lyft, and more checking in 3,500 times per week. The creators say Blind is intended to ‘level the playing field and give everyone a voice’.


In Q2 2016, US-based job interview platform, used by software engineers to conduct technical job interviews, announced a feature that disguises both the interviewer’s and candidate’s voices. The new feature changes voices to sound androgynous, or to mimic the sound of animals, to eliminate gender bias. Data from LinkedIn suggests that only one in six software engineers in the US are women.


Available to download from July 2016, US-based Candid is an app for anonymous chat. To avoid the abuse often associated with anonymity, Candid uses machine learning to filter unwanted content. All flagged posts are reviewed by the Candid team. An algorithm also identifies rumors, which are then cross-checked with Web and Twitter data. Candid’s founder Bindu Reddy says she created the app after being unable to share frank opinions on conventional social media.


Available to download from January 2016, Antipersona simulates the experience of being signed into Twitter as another person. Users can choose to simulate any Twitter account, and see the same timeline and notifications - for follows, mentions and retweets - as that Twitter user for 24 hours. The creators say the app is intended to ‘provide a window onto someone else’s social media point of view.’