Customer Agency in Action isn’t a better chatbot. It’s not a smarter recommendation engine. It’s something more fundamental: Customers with their own agents, operating on their own data, fulfilling their own intentions. Two modes. One principle: You are in control. Not the retailer. Not the platform. Not the algorithm.

For more than a decade, the digital economy has organised itself around a familiar hierarchy of personal data. We talk about: Third-party data (3PD), Second-party data (2PD), First-party data (1PD) and Zero-party data (0PD). But today, in the evolution of personal data we see a shift to MyPD+.

Whoever controls the server controls the context. And whoever controls the context controls the outcome. For nearly forty years, the dominant architecture of the digital world has been client–server. It powered the web. It enabled ecommerce. It scaled cloud computing. And it quietly shaped the power structure of the internet. Now it’s time for Agent-Agent.

A new technical standard, known as vCon (Virtual Conversation), is being developed within the Internet Engineering Task Force (IETF). vCon defines a structured, privacy-aware format for capturing, storing, exchanging, and analysing conversational data.

Our data shapes thousands of buying decisions every year — yet today, it mostly works against you. With AI, fiduciary agents, and MyTerms, individuals can finally put their data to work on their own terms. This article explores why that shift will redefine marketing, trust, and digital power.

Who really works for you online? Most digital services profit from your data, not your interests. At DataPal, we believe personal data now matters too much for that. Here we explore why fiduciary is becoming the most important word in data, privacy and AI—and what it changes when technology is designed to work for individuals, not platforms.