{"id":165403,"date":"2024-05-28T09:51:46","date_gmt":"2024-05-28T13:51:46","guid":{"rendered":"https:\/\/interac1.wpengine.com\/?post_type=content&#038;p=165403"},"modified":"2025-05-30T16:16:21","modified_gmt":"2025-05-30T20:16:21","slug":"everyday-trust-data-value-creation-and-the-future-of-canadian-prosperity-with-debbie-gamble-and-amy-webb","status":"publish","type":"content","link":"https:\/\/www.interac.ca\/en\/content\/business\/everyday-trust-data-value-creation-and-the-future-of-canadian-prosperity-with-debbie-gamble-and-amy-webb\/","title":{"rendered":"Everyday Trust: Data, value creation, and the future of Canadian prosperity with Debbie Gamble and Amy Webb"},"content":{"rendered":"\n<p>Are we living through a \u201ctechnology supercycle\u201d?<\/p>\n\n\n\n<p>My guest in this episode of <em>Everyday Trust<\/em> defines a technology supercycle as a disruption on the same scale as the Industrial Revolution or the advent of the internet, and with the same fearsome and exciting potential for reshaping society. This time, according to Amy Webb, it&#8217;s not <em>one<\/em> technology that\u2019s changing how we live, work and think. It\u2019s a confluence of <em>three<\/em>: artificial intelligence; the internet of things, including wearable devices; and advances in biotechnology.<\/p>\n\n\n\n<p>What these technologies have in common \u2014 beyond the fact that they\u2019re all rapidly emerging at the same time \u2014 is that they create value through the collection and harnessing of data. That\u2019s the subject of this episode of <a href=\"https:\/\/www.interac.ca\/en\/content\/ideas\/everyday-trust\/\"><em>Everyday Trust<\/em><\/a>, my series of conversations with leading thinkers about the role of trust in a rapidly changing technology landscape.<\/p>\n\n\n\n<p>And in keeping with our theme, we\u2019re also focusing on the role of trust and how it could be the essential ingredient in crafting a data-sharing future that builds prosperity for everyone, rather than dividing us into digital haves and have-nots. To achieve this, we\u2019re going to have to overcome challenges, including the increased threat of fraud that these emerging technologies create, and the fact that <a href=\"https:\/\/www.interac.ca\/en\/content\/ideas\/canadians-and-data-privacy-solving-the-trust-gap\/\">Canadians are already deeply concerned<\/a> about the privacy and security of their data.<\/p>\n\n\n\n<p>Let\u2019s start by looking at possible futures for data sharing.<\/p>\n\n\n<section id=\"newsletter-cta-block_4cccb888d103f3aa8a2e6fae24ffd0ae\" class=\"newsletter-cta\" style=\"margin-top: 0px; margin-bottom: 0px; padding-top: 0px; padding-top: 0px; background-color:#FFB92A\">\n<style>\n#newsletter-cta-block_4cccb888d103f3aa8a2e6fae24ffd0ae.newsletter-cta p {color: #292b31}\n#newsletter-cta-block_4cccb888d103f3aa8a2e6fae24ffd0ae.newsletter-cta h3 {color: #292b31}\n<\/style>\n  <div class=\"grid-container full\">\n    <div class=\"grid-x grid-padding-x align-middle\">\n      <div class=\"cell small-12 medium-4 medium-offset-2\">\n                  <h3>Subscribe now to <i>Everyday Trust<\/i><\/h3>\n                          <p>Don&#8217;t miss an episode of <i>Everyday Trust<\/i>.<\/p>\n                        <a href=\"http:\/\/content.interac.ca\/everydaytrustsubscribe\" class=\"cta_button button-dark\" target=\"_blank\">Subscribe<\/a>            <\/div>\n      <div class=\"cell small-12 medium-6\">\n                <img decoding=\"async\" alt=\"\" data-src=\"https:\/\/www.interac.ca\/wp-content\/smush-webp\/2023\/07\/itk-subscribe.jpg.webp\" class=\"full smush-dimensions lazyload\" width=\"836\" style=\"--smush-image-width: 836px; --smush-image-aspect-ratio: 836\/496;\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" data-srcset=\"https:\/\/www.interac.ca\/wp-content\/smush-webp\/2023\/07\/itk-subscribe.jpg.webp 836w, https:\/\/www.interac.ca\/wp-content\/smush-webp\/2023\/07\/itk-subscribe-300x178.jpg.webp 300w, https:\/\/www.interac.ca\/wp-content\/smush-webp\/2023\/07\/itk-subscribe-768x456.jpg.webp 768w\" data-sizes=\"auto\" data-original-sizes=\"(max-width: 836px) 100vw, 836px\" \/>\n            <\/div>\n    <\/div>\n  <\/div>\n<\/section>\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-opportunity-using-data-to-create-value\">The opportunity: Using data to create value<\/h2>\n\n\n\n<p>Amy and I presented our audience with two possible visions for a data-sharing future.<\/p>\n\n\n\n<p>(And before we go on, here\u2019s a little more about Amy: She\u2019s the founder and CEO of the <a href=\"https:\/\/futuretodayinstitute.com\/\">Future Today Institute [FTI]<\/a>, where she and her team have developed a powerful data-driven foresight methodology to try to make sense of our future \u2014 including our digital future, and what we need to do to navigate emerging technologies.)<\/p>\n\n\n\n<p>Our first chilling scenario was one of a sharp divide between haves and have-nots, where lower-income people would be essentially obligated to share their data in exchange for the essentials of life \u2014 imagine, for example, a grocery store where lower-income people watch advertisements in exchange for discounts (while their wearable devices track them to make sure they\u2019re paying attention). Rather than something to enjoy, the wearable device becomes almost like a yoke. Richer patrons, meanwhile, wouldn\u2019t need a discount \u2014 they could just ignore the prompts and coast through. \u201cWe\u2019re headed toward a future where smart glasses \u2026 are going to enable different types of pricing, different types of financial transactions, and I think that will probably lead to a new and worse digital divide,\u201d Amy said.<\/p>\n\n\n\n<p>Thankfully, we can also imagine much brighter possibilities for data sharing. For example, one in which data sharing could be a source of income for people \u2014 for example, if social media users were compensated for opting to share their data with the platform.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"606\" data-src=\"https:\/\/www.interac.ca\/wp-content\/smush-webp\/2024\/07\/INT_Everyday_Trust_PullQuote_AmyWebb-2-1024x606.png.webp\" alt=\"\" class=\"wp-image-166325 lazyload\" data-srcset=\"https:\/\/www.interac.ca\/wp-content\/smush-webp\/2024\/07\/INT_Everyday_Trust_PullQuote_AmyWebb-2-1024x606.png.webp 1024w, https:\/\/www.interac.ca\/wp-content\/smush-webp\/2024\/07\/INT_Everyday_Trust_PullQuote_AmyWebb-2-300x178.png.webp 300w, https:\/\/www.interac.ca\/wp-content\/smush-webp\/2024\/07\/INT_Everyday_Trust_PullQuote_AmyWebb-2-768x454.png.webp 768w, https:\/\/www.interac.ca\/wp-content\/smush-webp\/2024\/07\/INT_Everyday_Trust_PullQuote_AmyWebb-2.png.webp 1166w\" data-sizes=\"auto\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/606;\" data-original-sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Or more ambitious still, how about a world in which <a href=\"https:\/\/www.interac.ca\/en\/content\/ideas\/everyday-trust-on-digital-health-with-debbie-gamble-and-zayna-khayat\/\">patients opt in to share their medical data<\/a>, which would be anonymized and used in the fight against cancer? \u201cWhat we\u2019re talking about is using data in these different ways to create value,\u201d Amy said. For business leaders and citizens who want to ensure we choose the right path forward, there are key questions to grapple with; we\u2019ll look at a few below. We also talk about why, as Amy put it, \u201cverification is going to be mission critical\u201d for making sure the Canadian economy reaps the benefits of a data-driven world while avoiding the pitfalls.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-data-and-value-creation-a-few-of-the-big-questions\">Data and value creation: A few of the big questions<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-how-can-we-guard-against-fraud-in-an-age-of-data-and-deepfakes\">1. How can we guard against fraud in an age of data and deepfakes?<\/h3>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Everyday Trust: Personal Data and the Future of Accountability\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/hzromdQd2g8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>At Interac, we\u2019re used to thinking about fraud and staying one step ahead of fraudsters \u2014 working to safeguard Canadians against fraud <a href=\"https:\/\/www.interac.ca\/en\/consumers\/security\/\">is one of our most important activities<\/a>. As the pace of technological development accelerates, it creates opportunities for bad actors, and the work becomes more challenging. When everything is connected and everything is digital, vectors of attack increase.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Everyday Trust: The Changing Face of Fraud\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/O-OXnvscdvc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Amy and I discussed how \u201cdeepfake\u201d videos are already deceiving people, including workers in the financial sector.&nbsp; And as Amy points out, as powerful as a lot of this technology seems to us today, it will continue to evolve. \u201cWhat comes after large language models are large action models,\u201d she said. If you thought deepfaked videos were challenging to guard against from a fraud perspective, just wait for deepfaked <em>events<\/em>. Where can we look for solutions? Amy and I talk about one major avenue, digital verification, in the next section.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"506\" data-src=\"https:\/\/www.interac.ca\/wp-content\/smush-webp\/2024\/07\/INT_Everyday_Trust_PullQuote_DebbieGamble-1024x506.png.webp\" alt=\"\" class=\"wp-image-166311 lazyload\" data-srcset=\"https:\/\/www.interac.ca\/wp-content\/smush-webp\/2024\/07\/INT_Everyday_Trust_PullQuote_DebbieGamble-1024x506.png.webp 1024w, https:\/\/www.interac.ca\/wp-content\/smush-webp\/2024\/07\/INT_Everyday_Trust_PullQuote_DebbieGamble-300x148.png.webp 300w, https:\/\/www.interac.ca\/wp-content\/smush-webp\/2024\/07\/INT_Everyday_Trust_PullQuote_DebbieGamble-768x379.png.webp 768w, https:\/\/www.interac.ca\/wp-content\/smush-webp\/2024\/07\/INT_Everyday_Trust_PullQuote_DebbieGamble.png.webp 1166w\" data-sizes=\"auto\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/506;\" data-original-sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-how-can-digital-verification-help-consumers-trust-their-transactions\">2. How can digital verification help consumers trust their transactions?<\/h3>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Everyday Trust: Why Verification is Mission Critical\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/FG9OL32ppW8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>As part of our goal of keeping Canadians secure, we at Interac have been very focused on how to help consumers and businesses safeguard their transactions and digital engagements. <a href=\"https:\/\/www.interac.ca\/en\/business\/our-solutions\/interac-verified\/\">Verification solutions<\/a> can help keep Canadians secure even as technology gallops ahead. That\u2019s why we see it as a necessity for a vibrant digital economy.<\/p>\n\n\n\n<p>Amy used the example of <a href=\"https:\/\/www.theglobeandmail.com\/business\/article-canadian-food-inspection-agency-tests-find-fraudulent-claims-about\/\">food fraud, which is a problem in Canada<\/a> because there are financial incentives to deceive the public (it happens when fish are labelled with the wrong species, for example). She suggested that some form of digital verification solution could allow a consumer to verify \u201cnot just where [a] product was manufactured, but trace where all of the ingredients came from.\u201d We could imagine a myriad of other ways that digital verification could help restore and maintain trust in our interactions, even as technology forges ahead. As Amy said, \u201cWe\u2019re always asking the question, \u2018What does value creation look like in the future?\u2019 And obviously, trust and accountability is a huge piece of that.\u201d In order to create value through data, \u201cyou need a trusted intermediary,\u201d she said, adding. \u201cwhich is literally what Interac is.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-how-does-the-technology-supercycle-change-how-business-leaders-need-to-think\">3. How does the technology supercycle change how business leaders need to think?<\/h3>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"National Prosperity and the New Technology Supercycle\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/hWC25qI9u-4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>From fraud attempts disguised as hyper-realistic videos to devices that mine our data around the clock, scenarios that would have looked like science fiction just a few years ago are now on the table. For better or worse, the future has arrived.<\/p>\n\n\n\n<p>Business leaders\u2019 long-term strategic thinking \u2014 what Amy calls \u201ccorporate foresight\u201d \u2014 has to be nimble and creative enough to encompass and anticipate the ramifications of these technologies. \u201cWhen you&#8217;re thinking about the future, you have to break free of your typical patterns,\u201d Amy said.<\/p>\n\n\n\n<p>\u201cWe often assume that the future will be like [the present] but worse, or that the future can be like [the present] but better. \u201cWe don\u2019t often think about the future just being different than today.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-what-can-canada-do-to-lead-in-a-time-of-technological-change-rather-than-get-left-behind\">4. What can Canada do to lead in a time of technological change \u2014 rather than get left behind?<\/h3>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Everyday Trust: Canada as an Incubator for Inclusive Value\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/NFHYZhu_-Mo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>We\u2019ve talked about how this technology supercycle could create winners and losers \u2014 and how it has the potential to positively shape a country&#8217;s GDP and serve as a catalyst for value creation.<\/p>\n\n\n\n<p>I think the \u201cright\u201d future is one that creates what I would call \u201cinclusive value\u201d \u2014 a data-sharing future that creates prosperity for everyone. At Interac, we\u2019ve already long been grappling with how to broaden access, broaden competitiveness, and help Canadians embrace this digital future. I think this prosperous digital future is something worth fighting for, and we\u2019re going to have to get our act together if we actually want to have it.<\/p>\n\n\n\n<p>\u201cFor companies and countries that aren&#8217;t preparing for it, or are preparing for the wrong type of future, this could really threaten the economy and the future prosperity of those people,\u201d Amy said. \u201cDigital prosperity is possible, but it&#8217;s not going to happen without planning.\u201d Personally, I think the Canadian ecosystem is more than capable of achieving these goals. And we\u2019re at our best when we take a collaborative approach and work together toward solutions that are equitable and sustainable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-watch-the-full-conversation-with-debbie-and-amy\">Watch the full conversation with Debbie and Amy<\/h2>\n\n\n\n<p>In the full video, Amy and I talk about other ways emerging data-driven technologies intersect with trust and verification, including the privacy implications of wearables and the potential GDP boost to the Canadian economy from digital verification.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Everyday Trust: On the future of Value and Canadian Prosperity with Debbie Gamble and Amy Webb\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/hEsUkdiXaYM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-black-color has-luminous-vivid-amber-background-color has-text-color has-background has-link-color has-text-align-left wp-element-button\" href=\"https:\/\/youtu.be\/hEsUkdiXaYM\">Watch now on YouTube<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Are we living through a \u201ctechnology supercycle\u201d? My guest in this episode of Everyday Trust defines a technology supercycle as a disruption on the same scale as the Industrial Revolution or the advent of the internet, and with the same fearsome and exciting potential for reshaping society. This time, according to Amy Webb, it&#8217;s not&hellip;<\/p>\n","protected":false},"author":50,"featured_media":165407,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"content-tags":[788,294],"content-category":[189],"spokespeople":[],"in_the_know_post_format":[169],"class_list":["post-165403","content","type-content","status-publish","format-standard","has-post-thumbnail","hentry","content-tags-interac-verified","content-tags-trends","content-category-business","in_the_know_post_format-article"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Everyday Trust and the \u2018Technology Supercycle\u2019<\/title>\n<meta name=\"description\" content=\"Debbie Gamble of Interac talks with futurist Amy Webb about why digital verification is \u2018mission critical\u2019 for a data-sharing future.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.interac.ca\/en\/content\/business\/everyday-trust-data-value-creation-and-the-future-of-canadian-prosperity-with-debbie-gamble-and-amy-webb\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Everyday Trust: Data, value creation, and the future of Canadian prosperity with Debbie Gamble and Amy Webb\" \/>\n<meta property=\"og:description\" content=\"Are we living through a \u201ctechnology supercycle\u201d? My guest in this episode of Everyday Trust defines a technology supercycle as a disruption on the same\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.interac.ca\/en\/content\/business\/everyday-trust-data-value-creation-and-the-future-of-canadian-prosperity-with-debbie-gamble-and-amy-webb\/\" \/>\n<meta property=\"og:site_name\" content=\"Interac\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/interac\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-30T20:16:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.interac.ca\/wp-content\/uploads\/2024\/05\/22459fb3-6a31-45e3-8fcc-ea30dcfd7adb.png\" \/>\n\t<meta property=\"og:image:width\" content=\"2150\" \/>\n\t<meta property=\"og:image:height\" content=\"1188\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@interac\" \/>\n<meta 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