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"It's extremely valuable data," Brennan says. "I can't argue that point. That data will be worth a lot, and it's still not clear, again, how the consumer will play out."
It's still unclear who will own the data generated by autonomous cars, and given how valuable the data will be to auto manufacturers, insurance companies, and third-party advertisers, it is likely to be a competitive data grab when the technology is ready. Some manufacturers are already asking drivers to sign waivers granting them permission to use their data. Will consumers oblige, or will it cause a privacy-minded backlash against manufacturers?"
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