I recently watched The Minority Report, starring Tom Cruise, which was recommended for a course I’ve been working through.

Set in a dystopian future, my interest was the relentless advertising shown throughout the film. As with many Sci-fi films of the era, holograms have mainly replaced glass screens.

The screens and iPhones of today would have been equally futuristic when I was a child. Today’s Apple watches remind me of Star Trek characters talking into their wrist watches . However, we are not yet able to rely on Scotty to beam us up.

What truly piqued my interest from the film were the personalised adverts. Dynamic digital billboards were everywhere. These used facial recognition and eye scanners (watch the film, the eye scanners played a major part). Once the person was digitally recognised, messages were delivered relevant to them. These ads would call out the person’s name and even referenced their emotional state.

Could this film have inspired companies to attempt to deliver such personalised ads?

I remember falling for personalised ads around ten years ago. At that time, this kind of technology would have been in its infancy. After looking around very many shops for bridesmaids’ dresses, there was one I’d looked at several times. I’d originally seen the dress in a store but it was rather expensive. I tried looking online to see if I could find it cheaper.

What happened next, I put down to fate at the time. I started seeing this dress almost everywhere. Adverts for ‘my’ dress were popping up whenever I went online. I believed the dress was ‘calling me’ and that this must be the one that I should have.

I didn’t realise it at the time, but this was created by the technology. My browsing history showed that I had looked at the dress several times. The adverts used subliminal messaging and made me truly believe that this was the dress for me.

I have a degree in Computer Science, and I have since studied marketing in more depth. I can only assume that the emotional toll of wedding planning had made me lose all sense of reality. Of course I believed it was fate that I should choose those dresses. They were gorgeous after all – and quite a bargain!

Look out for these adverts around you.

They do tend to pop up when we let our guard down.

Those pesky pay day deals to tempt you before you’ve even received your monthly salary in your bank. They may look like they’re just what you need, but there are systems in place to make sure they target you just right.

Christmas adverts are particularly clever, managing to hit all the right notes. Warm, cosy comfort showing the perfect family just like yours. Showing that all you need is … you get the picture. They are selling a dream and who could blame you for wanting some of that.

What about the summer holiday ads that pop up, just as you’re completely exhausted after the mad rush of Christmas. Who wouldn’t want to be whisked away to some sun kissed island to recharge after the depressing winter months. We all have to dream don’t we.

It doesn’t matter what your ‘thing’ is. Your data trail will be well marked. The adverts will, of course, be targeted directly at you.

Those birthday treats, promising a discount if only you spend a certain amount. Yep, that’s targeted too.

The money off vouchers. The treat for signing up, yep.

The more information you offer to companies, the more you will be targeted.

Companies spend huge amounts on finding their target audience.

Now that AI is involved, well …