What Happens After Every Company Becomes a Data Company?
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As virtually every company becomes a data company, the responsibilities around collecting and protecting customer data have grown significantly. The piece explores how organizations should rethink broad authentication models like SSO in favor of fine-grained access controls, data minimization, short-lived tokens, and zero-trust principles. With AI agents now consuming sensitive data via APIs, concepts like just-in-time authorization, least privilege, and selective identity disclosure are moving from optional to essential. Regulatory pressure — from GDPR and CCPA to the EU AI Act and California's CPRA rulemaking — is accelerating this shift. The ethical question is not just whether companies can collect detailed customer profiles, but whether they should, and how to govern that data responsibly across both human and non-human API consumers.
