You visit a typical e-commerce or travel site and choose not to finish a transaction. Soon you start seeing banners of that flight, product, destination on other sites; the accuracy of which seems surprising at times. How does this happen? We know that our ‘social logins’ opt us in to being followed around online. Where and what kind of a role does Ai & Automation play here? How do companies ‘brand for trust’ in this ‘data economy’ of today? What is ‘designing for diversity’ when a product deals with vast amounts of data?