Recently, thanks to big data and artificial intelligence, we have been able to predict and analyze individual’s personal aspects with a technique which is called “profiling”. At the same time, we have been able to offer “personalized” services based on results of profiling, including “personalized” advertisement and “personalized” health care. Although it seems that such a “personalization” contributes to the realization of the principle of the “respect of individuals” or the “dignity of individuals”, there would be a theoretical conflict between “personalization”, which can be done by profiling, and the principle of the “respect of individuals”. This is because “profiling” is only probabilistic determination about the individuals based on group categorizations, in short “segmentations”. Therefore, there is a possibility that an eligibility or reliability of individuals would be evaluated by group characteristics (e.g., race, and gender). I would say that “personalized” services using “profiling” are closely related to the so-called “segmentism” and that “segmentism” contradicts with “individualism”. I will conclude in my essay that we should not use the term of “personalization” in the context of “profiling”, instead, we should use the term of “segmentization”. Even though it is just a linguistic change, it will have a great impact on our legal order.
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