Experts Urge Americans to Remove Personal Data from Brokers to Combat Rising AI-Driven Scams in 2026
WASHINGTON, D.C. — As the new year begins, cybersecurity experts are urging Americans to take a critical step toward protecting their privacy in 2026 by removing their personal information from data brokers. These companies collect and sell detailed personal data, fueling a surge in AI-powered scams and deepfake threats that have become increasingly sophisticated and dangerous.
Data brokers operate behind the scenes, gathering information from a wide array of sources including apps, websites, loyalty programs, public records, and even GPS data from mobile devices. This information is compiled into comprehensive profiles containing names, addresses, phone numbers, email accounts, shopping histories, predicted incomes, political leanings, and daily location patterns. Such detailed dossiers are then sold to advertisers, insurers, political groups, background-check services, and notably, scammers.
Cybersecurity analysts warn that the threat landscape in 2026 is markedly different from previous years. Scammers no longer rely on guesswork; instead, they purchase accurate personal data to craft highly targeted attacks. These include impersonating trusted companies or family members with alarming precision, often using AI-generated deepfake phone calls that exploit intimate knowledge of victims’ lives.
“The data brokers’ continuous resale of personal information means that breaches are not isolated events,” said Kurt Knutsson, known as the CyberGuy. “Your data can be leaked repeatedly, increasing the risk of identity theft and fraud.” The Federal Trade Commission (FTC) has documented a rise in complaints related to identity theft and scams that leverage brokered data, underscoring the urgency of the issue.
Removing personal data from these brokers is not straightforward. While federal regulations require data brokers to honor opt-out requests, many make the process deliberately cumbersome, requiring multiple clicks, faxed forms, or identity verification uploads. The FTC provides guidance on how consumers can request removal from data broker databases, but advocates stress that persistence is key.
Experts recommend starting with major brokers and using resources such as the FTC’s Data Broker Consumer Guide to identify where personal information is held. The IdentityTheft.gov website also offers tools to help victims of identity theft and advice on protecting personal data.
In addition to individual action, lawmakers and regulators are increasingly scrutinizing data brokers’ practices. The Data Protection Act currently under consideration in Congress aims to impose stricter transparency and control over personal data sales.
As AI technologies continue to advance, the stakes for protecting personal information have never been higher. The Department of Homeland Security (DHS) has issued warnings about the rise of AI-enabled cyber threats, urging citizens to adopt cybersecurity best practices and remain vigilant.
For those looking to make 2026 their safest digital year yet, experts emphasize that reducing the availability of personal data online is the most effective defense. “Think of it as a digital cleanup,” Knutsson advises. “The less data brokers can sell, the harder it becomes for scammers to exploit your identity.”
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