Its really interesting to see the advice from the ICO’s Deputy Commissioner reminding organisations to be transparent with people’s personal data after a survey revealed a significant deficit of trust that organisations must address if they want to innovate with personal information.  

The opportunity to innovate is now vast with lots of Artificial Intelligence (AI) solutions being used to manage communications across a wide variety of channels.  Now with the pending GDPR regulations companies will need to take this more seriously or they'll be fined, however I expect the negative PR associated non compliance will be more embarrassing and drive even more concern for consumers.   

A lot people are asking what data needs to be considered, broadly speaking, personal data may be defined as "Any information relating to a living, identified or identifiable natural person". That's clear enough on the face of it, but there are some interesting contextual edge cases.