The Folha article addresses the complex issue of how tech companies are using consumer data to train artificial intelligence systems. It notes that the popular augmented reality game 'Pokémon Go' by Niantic has recently disclosed its use of data scanned by its players for geolocation services in delivery applications. This strategy raises questions about the privacy of user-generated data and how it is being repurposed without the explicit consent of the users who provide it.

In response to increasing concerns, some content creators and platforms are taking measures to block bots that harvest data for AI training, including the 'Wayback Machine' operated by the Internet Archive. These actions reflect a growing awareness and proactive stance among users and creators regarding their data rights. Social media platforms like X (formerly called Twitter) and Instagram have also modified their terms of service to facilitate the collection of user posts for training machine learning models, further complicating the landscape of data privacy.

Research from FGV (Fundação Getúlio Vargas) in 2025 suggests that a significant number of users remain unaware of how their data is being used, underscoring the need for clearer communication from tech companies. The article invites readers to share their opinions with Folha, indicating an effort to gauge public sentiment on this increasingly relevant topic amid the rapid advancement of AI technologies.