: The processed data is turned into "prediction products". These are sold to business customers who want to know—and eventually influence—what users will do next.

In her seminal work, ( La era del capitalismo de la vigilancia ), Shoshana Zuboff argues that modern tech giants have pioneered a "rogue" mutation of capitalism. This system treats private human experience as free raw material to be translated into behavioral data for profit. Core Thesis and Concepts

: She describes surveillance capitalism not as an overthrow of the state, but as an overthrow of people's sovereignty, threatening the very foundations of democracy.

: Zuboff introduces this term to describe a new form of power that works through the "Big Other"—a ubiquitous digital architecture that monitors and modifies behavior without the need for physical coercion.