The data we share with companies online has become a hot-button issue, but new technologies could soon be scanning us as we go about our day.
That's the claim made by a neuroscientist, who believes that devices in the real world will start gathering unprecedented levels of information about us.
Our bodies give off various signals that can be scanned and analysed by advanced computer systems, revealing everything from our current mood to our overall health.
In a similar way to wearable gadgets already available, future devices could be set up throughout public spaces to harvest this valuable bio-data.
Because they are part of our surrounding environment there will be no way for us to opt out or ditch the technology and new regulations will be needed, she warns.