Google already knows far more about you than you may realise.
Now, an internal Google video has leaked that provides an unnerving glimpse into how the firm could use that wealth on information to control your behaviour.
The video sets the scene for a Black Mirror-style future in which machines know your needs even before you do, and are able to manipulate you to follow their own agendas.
Google admits the video is 'disturbing', but stresses that it's simply a thought experiment.
However, with the misuse of private data at the forefront of people's minds following Facebook's Cambridge Analytica scandal, the concepts outlined in the footage are likely to raise concerns.