A Manchester-based law firm, Barings Law, has embarked on a potential class action lawsuit against tech giants Microsoft and Google, alleging that both companies have been unlawfully harvesting and exploiting user data to train artificial intelligence (AI) systems. The firm has been investigating the matter for nearly two years and claims to have discovered widespread misuse of personal data, which it believes was collected from various Microsoft and Google services without proper consent or transparency.

Barings Law is taking aim at the vast troves of data that these tech companies allegedly gather, which include users’ voices, personal demographics, app usage, email content, and other sensitive details like email addresses. The law firm asserts this data is being stored and potentially shared to fuel the development of large AI models that require vast datasets to function effectively. Barings Law contends that this practice breaches users’ privacy rights and violates data protection laws.

The firm has already begun onboarding clients for the class action, which could involve millions across the UK. The class action will cover individuals using various Microsoft and Google services, including YouTube, Gmail, OneDrive, LinkedIn, Xbox, Microsoft 365, and Outlook. Barings Law has particularly targeted users of these platforms who have shared personal information such as browsing history, map searches, and other user-specific data.

Microsoft is reported to have over 1.6 billion active Windows devices globally, while Google has more than 1.8 billion active Gmail users, both of which could translate into a massive number of individuals affected by the alleged data misuse. The law firm’s investigation has revealed a complex web of data collection practices that involve tracking user activities, preferences, and habits, including sports teams followed, programming languages used, financial interests, and even the weather and traffic conditions users encounter in their daily lives.

Adnan Malik, Head of Data Breach at Barings Law, emphasized the gravity of the case, calling it “the Everest of data collection.” He expressed the firm’s commitment to fighting for users’ right to secure privacy and transparency regarding how these major tech firms handle their personal data. Malik highlighted that individuals have a right to understand what data is being collected about them and how it is being used, noting that while it is illegal to steal tangible commodities such as money or gold, personal data should be viewed in the same light as valuable assets that require protection.

In light of the investigation’s findings, Barings Law launched a national marketing campaign to reach out to individuals who have used Microsoft or Google services and are concerned about how their personal data may have been exploited. The firm expects to receive thousands of sign-ups from potential claimants as it prepares to file the class action lawsuit in early 2025. The lawsuit, if successful, could result in significant financial compensation for users whose data was allegedly mishandled and used without consent.

Barings Law is no stranger to high-profile data protection cases, having previously been involved in major cybersecurity and data breach claims, such as the Capita cyberattack. The firm’s experience in this area adds weight to its challenge against tech giants. By targeting companies like Microsoft and Google, Barings Law is calling attention to the growing concerns over the tech industry’s control and use of personal data, which has come under increasing scrutiny from regulators around the world.

As companies like Microsoft and Google continue to expand their AI capabilities, concerns about data privacy and the potential to exploit personal information are becoming more prominent. Barings Law’s lawsuit could set a significant precedent for similar class actions across Europe and other regions, as users demand greater control over their digital identities and the data they generate.