Automated Profiling

The systematic, automated evaluation of personal aspects relating to individuals to analyze or predict things like work performance, economic situation, personal preferences, interests, reliability, behavior, location, or movements. Unlike simple segmentation, profiling creates detailed individual profiles that can affect how people are treated. Automated profiling combines data from multiple sources—browsing history, purchase patterns, demographic information, social media activity—to build comprehensive pictures of individuals. The automation means profiling happens continuously and at scale. While profiling can enable personalized services and relevant content, it also creates risks of discrimination, manipulation, and privacy invasion. Individuals have rights regarding automated profiling, including receiving meaningful information about the logic involved, the significance, and the envisaged consequences. When profiling leads to decisions with legal or significant effects, additional protections under Article 22 GDPR apply.